Design of Visual Identity and Promotional Media for the 15th Anniversary of Supreme Complex, Samsen

Abstract

This research investigates the design of visual identity and promotional media for the 15th anniversary of Supreme Complex, Samsen. The research was undertaken to reflect the image and values of the shopping center, enhancing brand recognition and fostering stronger connections with its target audiences. The methodology encompassed a review of literature concerning visual identity, corporate image, and event promotional design, combined with field research through in-depth interviews with the marketing team. Insights from these processes were analyzed and synthesized into a design framework. The findings resulted in a comprehensive visual identity system for the anniversary event, including the 15th SUPREME ANNIVERSARY logo, color palette, typography, and graphic elements. A range of promotional media was also developed, spanning online platforms, printed materials, and onsite applications. These outputs effectively communicated the central concept of “Happiness Connected.” Importantly, the system was implemented in the actual anniversary celebration, reinforcing the shopping center’s positioning as “Simply happiness next to you”—a place that is accessible, familiar, and community-oriented. The research concludes that context-based approaches to design visual identity and promotional media can successfully address the needs of commercial organizations, participants, and retail operators. Moreover, the outcomes provide a conceptual model that contributes to the fields of graphic design and design education, underscoring the strategic role of design to sustain brand image while cultivating long-term community connections.