LegCo Educational Outreach: Integrated Illustration Campaign
To humanize the Legislative Council’s formal image, I designed a welcoming visual identity for their Guided Educational Tours. By pairing detailed illustrations of Hong Kong landmarks with diverse miniature characters, I transformed a rigid civic authority into an accessible community space. This strategic, multi-platform system—spanning transit posters to mobile ads—unified the Council’s messaging and successfully increased public engagement with their educational programs.
PROJECT TYPE
Print, Illustration, Digital Marketing
YEAR
2018
ROLE
Graphic Designer
TEAM
Graphic designer, project manager
TOOLS
Adobe illustrator, Photoshop
Challenge
The Legislative Council (LegCo) carries a heavy, formal reputation that can feel inaccessible to the everyday citizen. My goal was to humanize this civic authority and drive engagement for their Guided Educational Tours through a welcoming, inclusive visual identity.
Creative Strategy
I developed a "Human-Centric" illustrative world featuring two detailed series: Iconic Landmarks and Signature Public Transport. By populating these scenes with diverse miniature characters, I transformed a rigid institutional image into a vibrant community narrative. This approach bridged the gap between officialdom and the public, positioning the Council as an open, accessible space for students and citizens.
The Execution & Impact
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Physical: High-impact Print Posters for transit hubs and public spaces.
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Digital: Targeted Web Banners and Mobile App Open Ads.
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Result: By maintaining a unified illustrative language across all touchpoints, the campaign simplified the Council’s outreach and successfully drove increased enrollment in their educational programming.
