Pasar Malam is the Guild’s largest annual event, attracting over 10,000 attendees from both the Curtin student body and the wider Bentley community. As a culturally diverse night market celebrating international food and entertainment, the campaign required a broad and inclusive approach to effectively engage students, families, and external audiences.
For this project, I led a strategic refresh of the event’s visual identity. The objective was to modernise the brand while retaining enough of its existing design language to ensure continuity across physical signage and established recognition.
The creative direction drew inspiration from traditional Asian night markets, incorporating subtle neon accents and food-inspired visual elements to evoke atmosphere without overwhelming the design. The goal was to strike a balance between vibrancy and accessibility, ensuring the campaign resonated across a wide and culturally diverse audience.
Final Design
From a campaign strategy perspective, the messaging was centred around free entry, family-friendly experiences, and food discovery. Food became the primary storytelling device, with iconography and visual assets designed to highlight sharing, tasting, and exploring cuisines from different cultures.
The content strategy combined targeted paid and organic social media, with a strong focus on Facebook and Instagram to reach both students and the broader community. A hero campaign asset anchored the rollout, supported by carousel content showcasing food experiences and high-energy reels designed to capture the atmosphere and encourage attendance.
To strengthen audience connection and authenticity, I collaborated with the Guild’s International Student President, leveraging their presence across social content to speak directly to the target audience. Their role as both a campaign figure and event MC created a consistent and recognisable face across both digital promotion and the live event experience.
The campaign successfully positioned Pasar Malam as a vibrant, inclusive community event, reinforcing its reputation while expanding its reach beyond campus.
