“The Power of Asking” was Snapask’s first global brand campaign, bringing together participants from seven countries to compete for scholarships.As the lead designer, I led the creative direction and digital experience for the campaign, translating the idea “It begins with a question” into an interactive, time-limited experience that connected storytelling, brand, and participation.
As Snapask’s first global brand campaign, we worked closely with the marketing team to define three key measures of success: campaign engagement, brand awareness, and audience growth.
The number of participants in this campaign.
SEO search rate of Snapaks after the campaign.
The number of followers on our Instagram account.
We designed the campaign around a simple idea: every question contributed to something bigger. Participants shared their questions on social media, with each submission adding $1 to the scholarship fund. The most-liked submission received the final award.The website served as the campaign hub, connecting the experience across seven countries and giving participants a central place to learn, participate, and follow the campaign.
To align the design and marketing teams, I created a functional map outlining the website’s key content and interactions. The structure balanced two goals: supporting campaign participation and driving traffic to the Snapask app.
I structured the experience around three key sections: Home introduced the campaign story, Join guided participants through the campaign and live updates, and Training helped them learn how to ask better questions.I then mapped the flow and information hierarchy before moving into visual design
With the structure and content defined, I created a low-fidelity prototype to bring the full campaign experience to life.The prototype helped align the broader Snapask team around the concept, turning early questions into a shared understanding of how the experience would work before moving into visual design.
We brought the campaign idea to life through eight stop-motion stories inspired by historical figures whose curiosity led to meaningful discoveries.Created as a flexible visual system, the animations became key assets across both the campaign website and social media.
Sir Isaac Newton
James Watt
Cai Lun
Zhu Ge Liang
The Wright Brothers
John Dalton
Hymen L. Lipman
George de Mestral
We created localized versions of the campaign logotype for Singapore, Taiwan, Hong Kong, Japan, and Thailand, adapting the identity across languages while maintaining a consistent visual system.Each version included multiple color and layout variations for use across digital and campaign materials.
Working with the brand design team, I developed a visual system that extended Snapask’s core identity into the campaign.We paired Snapask’s signature blue with a broader secondary palette and established a multilingual typography system to keep the experience consistent across markets.
