Progresif – A digital telco brand looking to bring its products and digital experience to life at the 33rd Consumer Fair, spotlighting Ding! and CARE+ app through a physical experience.
Company
Progresif
Timeline
Content
—
24 - 28 June 2026
Role
Creative Director
Project overview
As creative director, I led the concept and art direction for an immersive, kopitiam-themed booth that doubled as a working corner shop. I guided a team of designers through execution while collaborating with marketing executives to ensure the experience ran smoothly and met its objectives.
The space let visitors browse and purchase products from Ding! merchants, explore telco plans, and discover CARE+ lifestyle vouchers - all wrapped in a nostalgic local aesthetic. The theme carried across every touchpoint: printed floor tiles, patterned walls and shelves, retro-style posters, a kopitiam menu, and redesigned flyers.
Challenges
Capturing the warmth and nostalgia of a traditional kopitiam while keeping everything modern, and on-brand to Progresif. The look had to feel authentically local without drifting from the brand's bold colours and playful identity.
Results
The booth stood out in a crowded, busy hall and drew strong positive feedback, with visitors praising it as creative, fresh, and memorable.
Progresif – A digital telco brand looking to bring its products and digital experience to life at the 33rd Consumer Fair, spotlighting Ding! and CARE+ app through a physical experience.
Company
Progresif
Timeline
Content
—
24 - 28 June 2026
Role
Creative Director
Project overview
As creative director, I led the concept and art direction for an immersive, kopitiam-themed booth that doubled as a working corner shop. I guided a team of designers through execution while collaborating with marketing executives to ensure the experience ran smoothly and met its objectives.
The space let visitors browse and purchase products from Ding! merchants, explore telco plans, and discover CARE+ lifestyle vouchers - all wrapped in a nostalgic local aesthetic. The theme carried across every touchpoint: printed floor tiles, patterned walls and shelves, retro-style posters, a kopitiam menu, and redesigned flyers.
Challenges
Capturing the warmth and nostalgia of a traditional kopitiam while keeping everything modern, and on-brand to Progresif. The look had to feel authentically local without drifting from the brand's bold colours and playful identity.
Results
The booth stood out in a crowded, busy hall and drew strong positive feedback, with visitors praising it as creative, fresh, and memorable.