ECER 10yrs

Creative Concept + Art Direction + Brand Strategy + Campaign Visual Creation

East Coast Economic Region (ECER) (Malay: Wilayah Ekonomi Pantai Timur or Korridor Pantai Timur) is an economic development region based on the east coast of Peninsular Malaysia, which covers the states of Kelantan, Terengganu, and Pahang, and the district of Mersing in northeast Johor.[1] ECER is also one of the three economic corridors launched in Peninsular Malaysia under the leadership of Prime Minister Abdullah Ahmad Badawi, the fifth Prime Minister of Malaysia. The other corridors are Iskandar Malaysia in Johor and the Northern Corridor Economic Region (NCER) that covers the states of Penang, Kedah, Perlis and Northern Perak. The ECER development program spans 12 years, beginning in 2007, and involves Public-Private Participation (PPP).Concept, art direction & design work for ECER 10 years anniversary campaign to highlight their achievement from the story of the locals or unsung heroes. Instead of highlighting the Industrial progress the creative campaign is most highlighting the socio economic of the people in the east coast to go align with ECER branding as the corporation are created to bring more investors to invest on the socio economics of the east coast.

Project Overview:

Objective: Create a brand campaign for ECER's 10-year anniversary to inform investors and the public about the region's achievements over the past decade.

Responsibilities: Creative Concept, Art Direction, Brand Strategy, Campaign Visual Creation.

Design Concept - Window into the East Coast Economy Region (ECER) - A Decade of Change:

Context: ECER is an economic development region encompassing Kelantan, Terengganu, Pahang, and Mersing in Johor, Malaysia. It was established in 2007 under the leadership of Prime Minister Abdullah Ahmad Badawi.

Creative Direction: Focus on the People: Unlike typical industrial progress campaigns, our creative concept highlights the social and economic changes experienced by the people of the East Coast.

Storytelling Approach: I chose to tell these changes through the stories of local individuals and unsung heroes, offering a more personal and relatable perspective.

Design Elements:

Narrative Storytelling: The campaign employs a narrative storytelling approach, featuring firsthand accounts from East Coast residents. They share their experiences, detailing how their daily lives, education, work, and wages have transformed over the past decade.

Impactful Visuals:

People-Centered Imagery: Visuals feature the faces and lives of the East Coast community, showcasing their progress and success stories.

Infographics: We incorporate infographics and data visualization to emphasize key statistics and milestones, making the information accessible and engaging.

Messaging:

Celebrating Achievements: The messaging celebrates ECER's achievements by highlighting the tangible improvements in the lives of the East Coast population.

Investor Appeal: While informing the public, the campaign also appeals to potential investors, illustrating the positive impact of ECER's initiatives on the region's socio-economic landscape.

Outcome:

A Human Connection: The campaign establishes a strong emotional connection by showing the real-life impact of ECER's work on individuals and communities.

Transparency and Trust: By focusing on personal narratives and statistics, the campaign builds trust and credibility in ECER's efforts.

This design concept provides a clear direction for the ECER 10-year anniversary campaign, emphasizing the transformational impact on the East Coast's socio-economic fabric and inviting both investors and the public to join in celebrating these achievements.

ANNUAL REPORT CONCEPT DESIGN+ :

Hard cover with dye cut to resemble the window into east coast, copy of information will be a lot in info graphics & strong title copy & information will be minimalistic so copywriting needs to be strong & precise for it not to be too wordy.