Anniversary Visual for JP Campaign
Emotion-Driven Visual Strategy｜Exaggerated Expression｜Western-Style Creative in JP Market
Quick Project Info
Role: Spec-Driven Visual Lead
Client: ELDOAH (iGaming Brand)
Year: 2023
Tool: Photoshop
Deliverables: Campaign Key Visual (PC + Mobile), Adaptable Design System
Project Overview
For the brand’s 7th anniversary campaign targeting the Japanese market, I led the visual direction with a bold creative strategy: breaking away from the local norm of dense, UI-heavy visuals and instead applying a Western-style approach featuring clean layout, saturated color, and an exaggerated character expression.
While most local ads leaned toward cluttered game interfaces or generic bonus overlays, our goal was to stand out through simplicity, surprise, and emotion — grabbing users’ attention with something visually unexpected yet emotionally resonant.
“In a sea of sameness, users stop for what feels human — not just promotional.”
Challenge & Solution
Japanese gaming campaigns often rely on complex layouts and offer-first messaging. How could we differentiate ELDOAH’s 7th anniversary in a way that felt fresh, expressive, and emotionally engaging?
My Role & Solution
Proposed a Western-inspired visual strategy focused on character expression, space, and emotional connection
Designed the core key visual with high-saturation color and humor to build instant recognition
Created a visual system that could be reused across all six events while maintaining brand consistency
Spec-Driven Design Thinking
| Category | Detail |
|---|---|
| Emotion as UX Trigger | Visual direction led by exaggerated character expression to spark curiosity and visual break |
| Visual Simplification | Removed UI noise and promoted minimalist structure to focus attention |
| Modular Scalability | Visual system applied to 5 different campaign activities while maintaining brand clarity |
| Workflow Optimization | Structured specs reduced revision time and enabled cross-team reuse without additional design cycles |
Campaign Flow
A dedicated 7th Anniversary landing page was launched as a centralized hub.
Marketing emails and banners were sent to existing players, driving traffic to the main event page.
From there, users could explore six individual activity pages (LPs) hosted on the official website.
Each activity page presented a unique promotion, leveraging the core visual design system.
The structure was designed to maximize click-through and conversion through curiosity triggers and step-by-step interactions.
Outcome
- Strong engagement across multiple campaign pages
- Positive player feedback on visual novelty and clarity
- Internal recognition for introducing a fresh tone into seasonal marketing
- Design structure was reused as a reference for future events
