SM Seaside City Cebu

Graphic design, illustration and design support for one of the largest retail chain in the Philippines.

SM Seaside Cebu

SM Wonderland

SCOPE OF WORK

Key Visuals
Campaign
Illustration
Design Support

INTRODUCTION

SM Supermalls is one of the biggest chains of malls in the Philippines. Given that their malls are household names and the go-to for most Filipinos, SM continuously generates themes, events, and activities aimed at families and the public. As the Philippines’s most popular mall, our client aims to provide family fun experiences daily to improve the quality of life for all in a socially responsible and environmentally sustainable way.

Our collaboration with SM allowed us to make key visuals for their marketing events and promotions. Our goal is to create fun, nature and family-centric themed illustrations that align with the SM Supermall branding.

We started by developing illustrations for SM Seaside Cebu’s upcoming project to redirect the brand and the mall to a nature adventure theme. Based on our briefings with the brand marketing team, there was an emphasis on “family-friendly” and “all-around” designs intended to resonate with their customers. The SM Seaside Marketing Team provided digital and visual assets, which were approved to be part of the project beforehand, as a reference.

The first assets we created followed the theme of mystical nature adventure. We designed new illustrations to resemble and enhance their current assets that were carried over from the previous theme. Outputs of this project were shown as digital collaterals (social media posts and banners) and print media (posters, signages, arches, and window prints) that are exhibited around the mall.

In line with the idea of a family-friendly aesthetic, the illustration had a children’s morning show style that was attractive to a much younger audience and appreciated by different ages. We incorporated shades of blue into our designs to match SM Supermall’s iconic brand color and central palette in their establishments.

After the successful design support, they reached out for a bolder task of creating illustrations for SM Seaside’s Cinderella Staircase.

The curved staircases connecting circular levels flowed, imitating a small body of water. Following the same principles and art style, we designed a waterfall illustration that curves and flows perfectly as the mall’s staircase shape.

The SM Seaside Design Team was able to change the colors of the waterfall illustrations to match the mall’s navigation system.

It is a standard operating procedure in large-scale corporate systems that approval of designs and copies requires specific levels before launch. Considering their internal system and SOPs for external project engagements, we designed our graphic and illustration assets to be easy to use so the SM Seaside Design Team can freely adjust any changes when needed.

The SM Seaside Cebu‘s Marketing team has been able to build new collaterals independently such as posters, signages, social media posts, and wallpapers, based on the graphic and illustration assets we created for them. This has allowed us to continue and expand our collaboration to support marketing key visuals and collaterals for “Dinotopia” and “SM Wonderland” themes.

Since 2022, we have continuously collaborated with SM Seaside Cebu in creating illustrations, graphic design, and branding projects for their events, spaces, and promotions.