LIMITLESS AT 30
Client
Edsa Shangri-La, Manila
Project Duration
July to August 2022
Project Type
Corporate Communications
Graphic Design
Art Direction
Visual Identity
Tools
Adobe Illustrator
Adobe InDesign
Adobe Photoshop
In 2022, Edsa Shangri-La, Manila (ESL) celebrated its 30th anniversary with Limitless at 30, a campaign highlighting its enduring success in the hospitality industry. Our Marketing Communications team developed a concept inspired by the resilience of businesses that thrive beyond milestones and the numerological significance of “30” as a symbol of boundless optimism and imagination.
Visually, I incorporated an infinity-inspired “30,” contemporary sans serif typography, and a signature blue-green hue reflecting water and the hotel’s iconic pool. A key consideration was the General Manager’s preference for minimalism, which led us to simplify certain design elements for a cleaner, more modern execution. This balance of sophistication and restraint reinforced ESL’s legacy while positioning it for a limitless future. The project was deemed successful and was lauded by our General Manager for creating a visually memorable campaign that helped us achieve our goals for this anniversary campaign.
Image courtesy of Edsa Shangri-La, Manila
RESEARCH
01
Brand: EDSA SHANGRI-LA, MANILA
Shangri-La Hotels and Resorts is a multinational hospitality company, founded in 1971 by tycoon Robert Kuok and bearing the name of a Far Eastern mythical land of contentment depicted in the 1933 novel Lost Horizon. Kuok opened Edsa Shangri-La, Manila (ESL for short) in 1992, which became the first Shangri-La hotel in the Philippines. Known as "Your Urban Oasis", ESL reached a major business milestone as it celebrated its 30th anniversary.
THE BRIEF
02
THE WORK
To create a campaign that celebrates 30 years of success and inspires optimism in the hotel's stakeholders and regular patrons.
THE PROBLEM
How do we honor three decades of excellence while embracing the infinite potential of what’s next?
THE SOLUTION
Present our anniversary campaign as not only a celebration of a rare business milestone but also a promise of bigger and brighter things for the hotel's limitless future.
AUDIENCE
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Current stakeholders and investors.
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Potential investors.
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News outlets and media.
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General public.
Image courtesy of Edsa Shangri-La, Manila
CONCEPTS
03
CONCEPTS
04
Part of our process for this anniversary campaign was to conceptualize a theme that would perfectly encapsulate our celebration. I sat down and did research on the number 30
Classic Pearl Elegance
This concept offers a more literal and timeless interpretation of the pearl—refined, elegant, and celebratory. It embraces the luxury and heritage of Edsa Shangri-La, Manila, using rich textures and visual depth to elevate key elements like imagery and copy. This direction leans into sophistication and grandeur, perfect for marking such a milestone anniversary with style and substance.
Iridescence
Inspired by the luminous quality of pearls—especially rare rainbow orients—this concept reimagines pearl iridescence through a contemporary lens. Using soft mesh gradients and modern color transitions, it blends classic luxury with fresh design sensibilities. It symbolizes ESL’s graceful evolution over time: embracing the new while honoring the elegance the hotel is known for.
CHOSEN CONCEPT
Limitless Possibilities
Rooted in the symbolism of numerology and the phrase “ad astra per aspera”, this concept uses galaxies to reflect 30 years of dreams, challenges, and breakthroughs. The theme celebrates Edsa Shangri-La’s journey and imagines the next chapter as one filled with infinite potential. A celestial color palette and cosmic visuals embody the spirit of optimism, transformation, and looking boldly toward the future.
SKETCHES
06
For the cover design of the annual report, I chose to lean into the whole multiverse idea and played around initially with the idea of television screens as a portal to another universe. After consulting with my instructor, I decided to take a more literal direction and use glowing doorframes inspired by Hiroshi Sugimoto's long exposure photography techniques.
ANNUAL REPORT
07
As the main event of our term project, this report was all about showing we could take a brand and build something that’s both strategic and creative. I picked Netflix (because, let’s be honest, who doesn’t love a good binge?) and reimagined its 2024 journey as a multiverse of growth, wins, and endless possibilities. I designed the report as a digital PDF to match Netflix’s identity as a streaming-first brand and to stay consistent with how they publish other reports—like their environmental and investor updates—online. Same format, new storytelling twist.
INFOGRAPHIC
08
For this project, I created a listicle-style infographic that rounds up Netflix’s biggest wins of the year. Think of it as a highlight reel—just with more spaceships and surreal desert landmarks. The overall vibe? Futuristic surrealism. Because if any brand is traveling through time and space shaping the future of entertainment, it’s Netflix.
To spice things up, I snuck in two subtle data visualizations. “Advertising Growth” shows up as towering desert column ruins (a fancy bar graph in disguise), while “Audience Engagement” features ten little spaceships—each one representing 10% of the ad-supported audience. Seven (7) of them are red to show 70% engagement. Boom. Data, but make it fun.
This project was all about mixing storytelling, design, and a little bit of sci-fi flair to bring Netflix’s journey to life.
INFOGRAPHIC
08
For this project, I created a listicle-style infographic that rounds up Netflix’s biggest wins of the year. Think of it as a highlight reel—just with more spaceships and surreal desert landmarks. The overall vibe? Futuristic surrealism. Because if any brand is traveling through time and space shaping the future of entertainment, it’s Netflix.
To spice things up, I snuck in two subtle data visualizations. “Advertising Growth” shows up as towering desert column ruins (a fancy bar graph in disguise), while “Audience Engagement” features ten little spaceships—each one representing 10% of the ad-supported audience. Seven (7) of them are red to show 70% engagement. Boom. Data, but make it fun.
This project was all about mixing storytelling, design, and a little bit of sci-fi flair to bring Netflix’s journey to life.
09
BRAND TOUCHPOINTS
In the midst of creating the annual report, we were also tasked with a mini-project that required us to create two (2) brand touchpoints. While we were not required to reflect our annual report's concept for this mini-project, we must still follow brand guidelines and exhibit our creativity beyond just slapping the logo on an item.
I narrowed things down to two playful, PR-friendly ideas: a Watch Party Kit and a Limited-Edition Christmas Merch Set. Both are influencer-ready and designed with reusability and sustainability in mind—because great branding shouldn’t create waste.
Both collaterals are fun, functional, and tailor-made for social sharing—because if it's not on Instagram, did it even happen?
SOCIAL MEDIA
10
When digging into Netflix’s social media presence, one thing stood out: while the platform does a great job hyping its shows, its own brand identity often takes a backseat. The feed feels more like a fan account for its content than a cohesive brand space.
So, I proposed a middle ground—why not keep the promo energy and give Netflix’s overall branding more love? By weaving in signature elements like colorful gradients, geometric typography, and that signature casual, witty tone, we can unify the feed without losing what makes it fun. As Oli West from Copy Style Guide notes, their voice is “casual, funny, irreverent, and enthusiastic” — a vibe I made sure to channel throughout.
This concept includes three feed posts and one story format for Netflix’s Instagram, all designed to help the brand feel more consistent, recognizable, and just as entertaining as the content it promotes.
