Korang OK?

Brand Campaign & Art Direction

Role: Creative Lead

Scope: Brand Strategy, Visual System, Multi-Channel Campaign Execution, Stakeholder Management

Touchpoints: Broadcast TV Packaging, OOH & Print Collaterals, Digital & Social Media

The Challenge

During my tenure at ScreenBox, I led the visual identity design for "Korang OK?" ("Are You All OK?"), a national public health initiative created for the Health Promotion Board. Rolled out during Ramadan, the campaign promoted healthier lifestyle and dietary choices within the local Malay Muslim community. Focussing on youths and young adults visiting festive Ramadan bazaars, the initiative required a relatable, culturally grounded & localised identity that encouraged mindful choices in an engaging, community-first way.

The Approach

The typography was chosen deliberately to feel warm and unpretentious, stripping away the feel of traditional public health messaging. By pairing a casual, approachable logotype with a message of everyday wellness and mindfulness, the identity made conversations around health feel accessible rather than prescriptive. The design resonated so effectively with the community that it set the visual benchmark for Korang OK?. The logo serves as the flagship campaign identity and remains in use today.

Creatives on newspaper print ads and OOH Advertising

The campaign was built around "Kita dah Cukup Manis" ("We are sweet enough"), a playful, tongue-in-cheek phrase that anchored our visual messaging across every touchpoint. I helped direct the campaign photoshoot, managed multi-platform print execution with publishers and media partners.

Half Page Print Ad on Berita Harian

OOH Advert on Bus Stops

Web Series with Chef Meldean Opener

I had the pleasure of creating the opening sequence for a mini cooking series with Chef Mel Dean, featuring healthy, easy-to-follow recipes for Iftar and Eid. The opener was featured at the start of the "Chel Meldean Kapowww" web series released during Ramadan, showcasing healthier alternatives to popular Malay dishes.

Recipe Card Designs

In addition to the web series, I also designed print recipe cards as part of the campaign collaterals. The recipe cards were available in both Malay and English, ensuring accessibility to a wider audience while complementing the series' content.