During my time as Design Director at Yami, we celebrated the brand’s 10th anniversary. With this, meant the undertaking of a huge campaign. The brief was to create an “iconic” design with a focus on signature items that Yami is known for.

The scope of work included: overall branding, tote bags, sticker sheets, postcard inserts, packing tape, email design, web banner design, app design and more.

We were given about 2 weeks to come up with the look and to finalize any assets that needed to go to print, which meant the team had to work fast.

I facilitated structured design sprints for the design team to work together and come up with the campaign. We did about 8 hours worth of sprints over the course of 3 days. This consisted of defining the challenges, researching, brainstorming, sketching, design reviews and discussions, and finalizing concepts for presentation to the larger marketing team.

We consolidated feedback and revised the artwork in the remaining week.

Our main mark ended up being a smiley face which used Yami’s ‘Y’s’ for eyes. It could pair with the number one to create a “10” lockup, or could be used on its own or in a pattern. The patterned version created a modular grid that spanned our digital assets. This meant we could swap in images of featured products depending on the page placement of the graphic.

An added spotlight was shone onto Yami’s best-sellers from over the years. These illustrations were made into sticker sheets and incorporated onto the tote bag.

In the end, the team created a cohesive campaign complete with its own mini style guide, while staying true to the original brand elements.

Credits

Art Direction, Tote & Mug Design: Ray Zhang, Mascot Design: Lillian Wu, 10th Anniversary Mark Design & Emails: Daniel Zhou, Photography: Vy Nguyen, CMO: Joey Ng, Email & Lifecycle Marketing: Morgan Ballard and Jeffrey Wu, Design Direction & Sticker Illustrations: Julia Walck