SINGAPORE AIR MOMENTS
Turning destination discovery into an interactive storytelling experience.
THE OPPORTUNITY
Helping users emotionally connect with destinations before travelling.
Singapore Airlines wanted to create an interactive campaign that encourages users to explore global destinations through participation rather than passive browsing.
The challenge was not just showcasing destinations visually, but designing an experience that could:
sustain engagement,
encourage exploration,
and create emotional connection through interaction and creativity.
The campaign focused on destinations such as Stockholm and China, where users could participate in themed digital experiences for a chance to win prizes.
THE CHALLENGE
Designing engagement beyond a traditional campaign microsite.
Most travel campaign websites rely heavily on static visuals and information, causing users to browse passively before dropping off quickly.
Our aim was to create:
a lightweight interactive experience,
simple enough for quick participation,
while still feeling immersive, playful, and emotionally engaging.
The experience also needed to balance:
discovery,
creativity,
responsiveness,
and ease of participation across devices.
EXPERIENCE STRATEGY
Digital Scrapbook Experience
The scrapbook interface was designed to recreate the feeling of collecting memories while travelling through Stockholm. Inspired by physical travel journals and postcards, the layout combines layered imagery, travel-themed stickers, and seasonal backgrounds to create a playful and personalised storytelling experience.
The visual direction follows closely with Singapore Airlines’ brand palette, incorporating deep blues, warm gold accents, and clean editorial layouts to maintain brand consistency while introducing a more whimsical and interactive tone.
Each seasonal theme was intentionally art directed to reflect different moods of Stockholm throughout the year — from soft spring tones and vibrant summer palettes to earthy autumn textures and minimal winter compositions. This allowed users to emotionally connect with the destination while customising their scrapbook entries.
VISUAL COMMUNICATION & CREATIVE DIRECTION
Sticker System & Visual Language
The sticker set was designed as an extension of the travel storytelling experience. Inspired by travel stamps, luggage tags, boarding visuals, and destination memorabilia, each element was crafted to make the scrapbook feel personal, collectible, and expressive.
The illustration style balances playful travel aesthetics with Singapore Airlines’ premium visual identity, using simplified shapes, soft shadows, and a cohesive blue-and-gold colour treatment derived from the airline’s brand palette.
Beyond decoration, the stickers helped encourage interaction and personalisation, allowing users to creatively curate their own version of a travel memory.
VISUAL COMMUNICATION & CREATIVE DIRECTION
Designing each destination with its own visual language
Each destination experience was crafted with a distinct visual identity inspired by its culture, atmosphere, and seasonal characteristics.
The Stockholm experience was designed around the idea of a travel scrapbook, using:
postcard-inspired layouts,
seasonal backgrounds,
travel-themed stickers,
and layered visual compositions
to recreate the feeling of documenting memories while travelling.
Turning users from viewers into participants
Instead of designing a conventional promotional website, I approached the campaign as a participatory storytelling experience.
The interaction flow was designed around:
Discovering a destination
Exploring cultural visuals and themes
Personalising a scrapbook experience
Submitting and sharing entries
Viewing and voting on other submissions
This transformed the campaign from a one-way marketing experience into a more interactive and community-driven journey.
OUTCOME / IMPACT
Encouraging exploration through interaction
By combining storytelling, interaction, and personalisation, the campaign transformed destination discovery into a more engaging and memorable experience.
Instead of passively consuming travel content, users actively participated through:
scrapbook creation,
exploration mechanics,
voting systems,
and community interaction.
The project reinforced how interactive storytelling and visual communication can strengthen emotional engagement within digital campaign experiences.