COMO Shambhala
COMO Shambhala offers an exclusive suite of wellness experiences that combine contemporary science with ancient healing. Driven by the purpose of wellness for all, the COMO Shambhala experience can be found within COMO Hotels and Resorts worldwide, intimate Urban Escapes studios in the heart of bustling cities, and COMO Shambhala Cuisine.
COMO Shambhala Urban Escape Singapore is led by world-renowned wellness practitioners across various modalities. The studio integrates holistic experiences from nutrition, counselling and fitness classes to traditional Chinese medicine, facial treatments, body massages and more. Advocating proactive wellness, a curated retail experience caters to personal and home essentials.
Case/Client
COMO Shambhala
Year
2022
Industry
Holistic Wellness
Intervention
Brand Identity Development,
Marketing
Collateral Design
The client approached me for a monthly retainer to support their marketing team with creating business collaterals and monthly campaign assets. Taking over a basic brand guide that the corporate team had developed, it was my job to help create the brand's visual communication style beyond just having a logo, brand colour and typeset.
I tapped into my zen and free-spirited side to emulate the persona of a yogi under a waterfall in Bali; and crafted a range of dynamic templates to suit different mediums, content types, copy lengths, and business needs. Pushing for punchy and arresting imagery/visuals (with clear concept and storytelling) that go hand in hand with the copywriting.
In three months, we created a wealth of collateral and content to enhance the service touchpoints and drive higher sign-up and app download rates, reviving an established brand that has sunken into the sea of hip wellness studios in the past decade. Here are some of the work:
1. Business Collateral
A — Corporate Envelope & Letterhead
B — Business Card
C — Delivery Tag/Card
D — Gift Vouchers
E — Custom Envelope for Gift Vouchers
F — QR Codes
G — A2 Class Schedule
2. Marketing Campaigns
A — 10/10 Flash Sales
B — Black Friday Specials
C — 12 Days of Wellness
D — New Year New Me (CNY Promo)
E — CNY Sale
F — Post CNY Sale
G — CSUE 2023 Workshops & Trainings
3. CS Anywhere App
A — Six Pillars
B — Instagram
C — EDMs
D — Ongoing Campaign: Explore New Content EDM
A1.jpg)
I used the first campaign as a base template to re-ground the brand before we can build consistency in the brand identity. The final approved layout splits the page (copy and imagery) into two equal measures, like Yin & Yang, to strike a balance with a sense of duality.
The water droplet icon (and the 'swirly' Shambhala symbol in it) is the only branding handed over to me to work on—a low-hanging fruit to establish an instant visual association for the audience.
While most marketers gear towards 'black' imagery for Black Friday campaigns, I see it as a chance for the brand to stand out by providing (an otherwise contrasting) calm and zen aura amidst an intense festive shopping period for the consumers.
(L to R) Web banner | A3 poster for CSUE's bulletin board
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(L to R) Large format print poster | A3 poster for bulletin board IG | Table-talker at concierge | EDM | IG Story post/mobile flyer for WhatsApp blast
(L to R) Web banner | IG Carousel post(s)
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A context for my non-Chinese friends out there, mandarin orange is a symbol of Chinese New Year (CNY). It is a customary to present a pair of oranges when we show up at the door for CNY visitings, the host family will return a pair to the guest in return at the end of the visit.
(L to R) A3 poster for CSUE bulletin board | Table-talkers for product display shelves (P.O.S.)
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L to R) A3 poster | IG Story post/Whatsapp blast | EDM | IG carousel post
(L to R) A3 poster(s) | IG Story post(s)/Whatsapp blast(s)
The digital extension of the COMO Shambhala experience expands the visual narrative of the water (in correlation with Mother Nature) to express the six pillars of the app:
Rest - Droplet resting on a cosy leaf
Recover - The vein xylem transports water to help nourish and recharge the plant
Perform - The organic beauty of the art it can create.
Connect - ...and flow like the river
Focus - Pausing a moment for a single water droplet (before it reaches its target)
Glow - Sunlight passing through a fresh morning dew
(Above: L to R) Before & After | Animated CTA banner for EDM
(L - R)
Profile picture for main IG account, @COMOShambhalaSG: (A) Brand icon with white background. (B+C) The icon can be used to mask images/textures for seasonal updates.
As for the profile image for @COMOShambhalaAnywhere, the brand icon’s size is slightly smaller than the main account’s to show brand hierarchy.
The first twelve posts (grid) set a consistent visual tone and punchy image style developed from the Six Pillars.
(L - R)
1. Welcome message to new subscribers
2. App onboarding campaign
3. Christmas messaging
The Explore Fresh Content EDM series was created to drive subscription rates by sharing new content on the app. I designed it (with the purpose in mind) to be a reminder to take a moment to breathe... for anyone who opens it. Every header 'moment' is crafted to sync with the opening hook of the copy harmoniously.
This project case file shall end with a gallery collection of animated gifs because it was really fun to make them!
CTA banner: Explore in App | Welcome Messaging Header | Onboarding campaign header banner for CS Anywhere app |
|---|---|---|
 EDM banner: app preview | #01 | Balance & Breath — Take mindfulness into your own hands and create the perfect routine for calm. | #02 | Mind Body Connection — It’s essential to maintain body and mind connection to help us function in our day-to-day living. Find new routines that connect you to the present moment. |
#03 | Journey to the Self — Dive into an intimate exploration of the self. Choose routines that inspire you. | #04 | Forget About Time — Take a moment to forget about the time. Find routines to help you worry less. | #05 | The Present Moment — Find your focus and live in the present. Dig deep with new routines that inspire awareness. |
#06 | Rest, Restore & Recover — Discover ten-minute yoga sessions to release built-up tension From stress. | #07 | Flow & Glow — Unleash your inner warrior. Find your flow and feel the glow. | #08 | Slow & Steady — Take it slow And steady. Find routines That help stabilise your emotional health. |
Merry COMO X'mas messaging |  *Unused header draft |  *Rejected X'mas header draft targeted at the millennials demographic. |