Subway

Localized Creative & Brand Engagement

Blending Global Identity with Local Flavor for a Health-Conscious Icon.

A Subway sandwich on a city background with high-rise buildings, featuring lettuce, tomato, tuna, and cheese in a wrap. The words "Wrap Up the City" are written across the image, and an outdoor signboard with a similar image and the text "Wrap Up Happy Moments" is placed on a green surface.

Deliverables:

Key Visuals Design . Photoshoots & Styling . Seasonal Campaign Design For Multiple Platforms (Instagram, Facebook, Youtube) . Store Menu Design

As part of Subway’s regional marketing in Hong Kong, I partnered with their team to infuse the brand with a fresh, youthful, and locally relevant identity while ensuring alignment with its global standards. My contributions spanned menu design, social media content creation, and campaign development, bringing consistency across print, digital, and in-store experiences.

My Role: Content Art Direction · Social Media Strategy · Visual Localization · Retouching & Layout · Product Shooting

Tools Used: Photoshop · Illustrator · Lightroom

Wrap Up the City

Urban street scene with moving vehicles, street signs, pedestrians, and people delivering packages, with a large cameo of a sandwich and a salad on the buildings in the background, and the text 'WRAP UP HAPPY MOMENTS' overlaid.
A Subway wrap sandwich with lettuce, tomato, cucumber, cheese, ham, and turkey, set against a cityscape background with apartment buildings, and text that reads 'WRAP UP THE CITY'.

One standout project was “Wrap Up the City”, a storytelling campaign designed to visually link Subway’s iconic wraps with the architectural of Hong Kong.

A tall apartment building courtyard with laundry hanging, overlaid with Subway logo, text 'WRAP UP THE CITY', and a large image of a wrap sandwich with lettuce, tomatoes, tuna salad, and a flour tortilla.
A Subway ad featuring a large wrap sandwich filled with meats, cheese, and vegetables, set against a city apartment building background.

Conceptualized and directed the campaign’s creative vision.

Collaborated with photographers and stylists to craft visuals that merged urban landmarks with Subway’s food offering, making the brand part of everyday city life.

Delivered a bold, eye-catching campaign that lived across social channels and in-store touchpoints, strengthening Subway’s connection to its community.

599A8830_s.jpg
201911_Subway_cheesebeef_57x57.png
202008_subway_fb8#4_discount_v2.jpg
202008_subway_fb9#6_v2.png
202012_subway_FB12#9_v1.jpg
Subway_BlackPepper_Poster_1920x1080.jpg
Screenshot 2025-05-05 at 11.47.43 PM.png
Inside a Subway sandwich shop with menu screens above the counter, employees preparing food, and a refrigerator with drinks on the left.
A Subway sandwich on a tray with green, yellow, and white Subway-branded wrapping paper. The sandwich contains sliced tomatoes, cucumbers, lettuce, cheese, mushrooms, and a toasted bun.

Creative Focus:

Global Consistency, Local Personality

Localized Campaigns: Adapted international guidelines to Hong Kong’s cultural landscape, weaving in trendy local references and festive cues to boost resonance.

Menu & Seasonal Visuals: Designed seasonal menu layouts and promotional ads for both digital platforms and in-store displays, ensuring Subway’s brand remained cohesive yet engaging in multiple touchpoints.

Social Media Content: Produced dynamic feed designs, including motion graphics and community-driven posts, repositioning Subway as youthful, energetic, and approachable for the Hong Kong audience.

Results

Through strategic localization and youthful visual storytelling, I helped Subway Hong Kong refresh its image—balancing global brand consistency with local cultural authenticity, ensuring the brand remained relevant and memorable in a highly competitive F&B market.