Indigo Mall in Beijing, China, desired a campaign that embodied the elements of “cold” and “fresh.” Brandhead created a campaign proposal that used the themes of the arctic and aurora lights, while avoiding the imagery of Christmas.
The main component of the “Arctic Lights” campaign was the element of light. The inclusion of gradients was inspired by the aurora lights, using a cool and fresh color palette which was repeated throughout the design as a thematic graphical element.