Getting Festive with Binance
UIUX | Art Direction | Digital Design | Illustration
For #BinanceChristmas 2022 integrated marketing campaign, I took on the role of lead designer and project coordinator for participating business units to bring the project from level 0 to 1.
#BinanceChristmas incorporates both community and tactical functions to grow brand support within the crypto community. We launched an activity page on the .com product, encouraging users to login daily to participate in a myriad of festive promotions.
View the live version here.
The campaign received over
The #BinanceChristmas content strategy is tailored towards specific business unit promotion and user retention. To encourage users to login daily onto the platform, we tagged on the idea of rewarding them through the concept of an advent calendar. We have to ensure the campaign is,
1. Eye-stopping – Setting the visual tone.
2. Engaging – Participate and get rewarded
3. Entertaining – Build on native social media behaviours (Posts, reels, stickers, GIFs, etc).
Setting the visual tone
The visual communication for #BinanceChristmas was built according to the brand’s guidelines. Accompanying the festive motives are some of Binance’s particularities such as straight lines and shapes at various 30/45/60° angles, notable character designs, and a prominent colour palette.
When team members from different business units follow a shared set of principles and component guidelines, it ensures that the experience across different platforms and products will also be consistent. Here are some campaign page feature, blog post banners, social posts that utilises the #BinanceChristmas visual identity.
Participate and get rewarded!
Current users can simply login to Binance Advent Calendar and participate in the festivities by clicking on the respective dates to unlock rewards. The team’s main objective was to create an activity page to drive traffic to specific business unit’s events. To stay in tune with the festive season, the UI design pays homage to familiar christmas icons.
Activity Page →
Users can easily return to the activity page everyday to uncover all kinds of special promotions, gifts and events. Simply click on the button that is unlocked for the day, by greeted by a pop-up message, and have your status of the advent calendar updated.
Unlocked surprises →
There are 3 types of buttons to indicate the status of the gift on the advent calendar - lock, unlocked and reveal.
Be part of the festive spirit
To ensure users stay up-to-date with the festivities, we also built on our users’ native social media behaviours, introducing the hashtag #BinanceChristmas through stickers, NFTs, P2P collectibles, memes and social events.