For Father's Day, the assignment consisted of two parts. The first was to create a name and tagline for the month-long shopping event and all copy related to it for use in store signage and displays, leaflets, and DFS.com. The second was to create an online gift guide for the website's blog, T Journal. This included conceiving the layout, preparing heds and deks, and selecting the products featured.
The assignment was to create themes and copy for a monthly editorial series called "T Picks". Each installment highlighted a different fashion trend and featured ten products selected by the company's category marketing team, including five for men and five for women. The series was adapted for use in store signage and displays and featured on DFS.com; the website's blog, T Journal; and EDMs sent to approximately 240,000 LOYAL T by DFS members each month.
To promote the exclusive products, services and promotions in its stores at Hong Kong International Airport, DFS created "Let's Shop Duty Free," a fold-out map featuring a calendar of events and editorial content. The assignment included creating sidebars for duty free allowances and store experiences, as well as copy for two monthly product features, "5 Favorites" and "1 Icon." The leaflet was printed and distributed in newsstands throughout HKIA.
To celebrate the opening of its first DFS Wines & Spirits Duplex inside Terminal 3 at Changi Airport, the first of its kind in the world, DFS partnered with the Raffles Hotel, one of Singapore's most historic landmarks, to introduce the Long Bar by Raffles. Inspired by the legendary bar and its iconic Singapore Sling, the assignment was to create copy for a complimentary menu, coasters and wine tastnig cards for the bar.
The assignment was to create interview questions, copy, and select images for an exclusive editorial series featuring well-known travelers from around the world called “Trips & Tips.” Copy was derived and inspired by written answers submitted by each influencer. The series was featured on DFS.com; the website’s blog, T Journal; and EDMs sent to approximately 240,000 LOYAL T by DFS members each month.
“Worth Traveling For”
Brand, Country, and Product Pages
Brand and Product Pages