- Client:Franklin Templeton
- Categories:Animation
Overview
This Lunar New Year e-card was created for Franklin Templeton as a festive greeting for clients and business partners.
The challenge was to create a celebration-focused animation that felt culturally relevant while maintaining a strong connection to the brand’s identity as a global investment management company.
Concept
The creative concept was built around the relationship between the Year of the Pig and the universally recognised piggy bank.
While the pig is a traditional Lunar New Year zodiac symbol, the piggy bank also represents saving, wealth accumulation, and financial planning—concepts that closely align with Franklin Templeton’s business and values.
By connecting these two meanings, the animation creates a natural bridge between cultural celebration and brand relevance.
Design Approach
- Symbolic Storytelling
Rather than relying solely on traditional festive graphics, the animation uses the piggy bank as a central narrative device. This approach transforms a familiar Lunar New Year symbol into a visual metaphor for financial growth and prosperity.
- Brand-Relevant Festive Communication
The objective was to create a greeting that felt authentic to both the holiday and the brand. By integrating financial symbolism into the narrative, the animation reinforces Franklin Templeton’s identity while maintaining a warm and celebratory tone.
- Motion & Transformation
Animation was used to bring the piggy bank concept to life through playful transformations and festive visual moments, creating a more engaging and memorable experience than a traditional static greeting card.
Outcome
The final e-card combines cultural storytelling with brand communication, creating a festive experience that feels both meaningful and strategically relevant.
By leveraging a simple yet powerful visual metaphor, the project demonstrates how motion design can strengthen brand messaging while celebrating cultural traditions.
Key Takeaway
This project highlights the importance of concept-driven design, where a single visual idea can successfully connect cultural context, audience expectations, and brand identity within a concise digital experience.