Concept

Ideation

Previous years had seen different interpretations of the mall theme. For example the year before was a highly colorful, Thai market full of life and movement. While they wanted to keep the mall theme firmly fixed, stakeholders were eager to explore the idea of floating shop in the universe

Sketches

We started close to the brief, creating kiosks that were interconnected with festival like attractions. We kept it light hearted, leaning towards the fantastical and fantasy.

Illustrations

Tik Tok decided early on to that for colours, we would stick to a brand palette.

With colour, composition and concept all green lit, I moved onto illustrating. I vectorised the sketches by overlaying the basic shapes in illustrator. At this point we handed the design over for colour feedback. It was important to involve decision makers as much as possible. Any last minute changes would mean undoing work from this point onwards.

After colours were approved I layered in shadows. Setting these shadow shapes to a multiply blend mode and a low opacity means it shows the colour beneath at a darker tint effectively creating a shadow look. The final step was texturing in mid-tones, highlights and further shadows in photoshop with a grain brush.