Lunar New Year
Promotion & Celebration

BACKGROUND

From 2014 through 2020, I conceived, produced, and oversaw a limited series of seven collectible playing card decks celebrating the Chinese New Year and its zodiac animals. Each edition was uniquely illustrated, with playful design details and unexpected surprises embedded within the face cards and jokers. Over time, the decks garnered an international following, with clients and collectors around the world eagerly anticipating each new release until production concluded in 2020.

BUILDING GREAT STORIES

As Instagram rose in popularity around 2016, I began experimenting with ways to bring Steelman Partners’ brand into this evolving digital space—initially through curated posts in collaboration with the marketing director. By 2020, with the advent of Instagram Stories and the retirement of our card series, we shifted our creative efforts to new digital expressions. These became imaginative ways to share Lunar New Year greetings with our clients and community, keeping the spirit of the tradition alive through fresh, modern storytelling.

EXTENDED ROLES

In addition to seasonal campaigns, I designed digital banners for web and email, and developed graphics for Instagram’s 24-hour Stories format. I partnered with our remote social media strategist to refine Steelman Partners’ visual grid and establish a cohesive content framework. Together, we built a centralized library of photography, renderings, and written narratives to showcase the firm’s specialties. Using ClickUp as our project management platform, I regularly reviewed, edited, and approved content for scheduled releases—ensuring each piece aligned with both brand standards and audience engagement goals.