Integrated Campaign & Venue Activation.

Wheeler’s Live

Wheeler’s Estate

An integrated branding and communication campaign designed to elevate Wheeler's Live as a recurring cultural experience that connects music, community, and lifestyle.

Scope

Brand Strategy, Campaign Design, Art Direction, Digital

Industry

Lifestyle, F&B, Entertainment

Year

2026

Wheeler's Live is a recurring live music experience at Wheeler's Estate. The campaign was created to build a recognisable identity and communication system that captures the atmosphere of the venue and drives stronger audience engagement.

The goal was to move beyond event promotion and position Wheeler's Live as a lifestyle experience people look forward to.

OVERVIEW

Crowd attending a live music concert at Wheeler's Estate, with people dancing and enjoying the performance on stage under colorful lights.

Celebrating legends. Creating memorable nights.

FEATURED TRIBUTE NIGHT CAMPAIGNS

Curated live entertainment campaigns developed to drive audience engagement through nostalgia, music culture, and immersive live experiences.

SOLD OUT

Jay Chou Tribute Night

A sold out live entertainment campaign celebrating the music and cultural influence of Jay Chou through immersive promotional visuals and audience-focused communication.

Mandopop • Live Entertainment • Campaign Promotion

SOLD OUT

Jacky Cheung Tribute Night

Promotional campaign visuals developed to support a sold out tribute night experience centred around nostalgia, music culture, and audience connection.

Live Music • Nostalgia Marketing • Campaign Branding

Poster for Leslie Cheung & Anita Mui tribute night, featuring side profiles of a man and woman facing opposite directions, with event details in gold text.

SOLD OUT

Leslie & Anita Tribute Night

A tribute campaign honouring the legacy of Leslie Cheung and Anita Mui through nostalgic visual storytelling and emotionally driven promotional design.

Cantopop • Cultural Storytelling • Audience Engagement

FEATURED TRIBUTE NIGHT CAMPAIGNS

Celebrating legends. Creating memorable nights.

To drive consistent physical footfall, maximize ticket revenue, and rapidly scale digital brand awareness for a series of high-profile live entertainment events and tribute nights.

COMMERCIAL IMPACT & TICKETING PERFORMANCE

  • SGD $36,000+ Cumulative Gross Ticketing Revenue (Advance Pre-sales)

  • 1,150+ Tickets Sold across 4 Flagship Tribute Activations

  • ~95% Average Capacity across weekend and mid-week programming

SOLD OUT

Jay Chou Tribute Night

Mandopop • Live Entertainment • Campaign Promotion

Date: 27 Mar 2026

Commercial Metrics:

  • Ticketing Attendance: 288 Tickets

  • Gross Ticketing Revenue: SGD $9,356.28

  • Scope: Visual storytelling, multi-channel promotional rollout, and venue programming.

SOLD OUT

Jacky Cheung Tribute Night

Live Music • Nostalgia Marketing • Campaign Branding

Date: 20 May 2026 (Mid-Week Activation)

Commercial Metrics:

  • Ticketing Attendance: 300 Tickets

  • Gross Ticketing Revenue: SGD $8,193.00

  • Key Highlight: Successfully drove peak weekend-level crowd volume and revenue on a Wednesday evening slot.

SOLD OUT

Mayday Tribute Night

Live Music • Campaign Strategy • Creative Direction

Date: 30 Oct 2026

Commercial Metrics:

  • Ticketing Status: 288 Tickets. 2+ weeks prior to showtime

  • Gross Ticketing Revenue: SGD $9,371.52

  • Scope: End-to-end creative direction, band photoshoot, digital marketing rollout, and ticketing management.

Poster for Leslie Cheung & Anita Mui tribute night, featuring side profiles of a man and woman facing opposite directions, with event details in gold text.

SOLD OUT

Leslie & Anita Tribute Night

Cantopop • Cultural Storytelling • Audience Engagement

Date: 28 Apr 2026 (Themed Cultural Activation)

Commercial Metrics:

  • Ticketing Attendance: 282 Tickets

  • Gross Ticketing Revenue: SGD $9,161.04

  • Key Highlight: Curated cross-generational nostalgia campaign integrated with themed F&B offerings on a Tuesday evening.

I spearheaded the marketing and operational execution for consecutive live entertainment campaigns. This included directing end-to-end KOL and influencer marketing strategies, briefing creators to produce high-engagement video content, and managing the strategic distribution of paid and organic media. By integrating immersive nostalgia marketing with digital promotion and themed F&B menus, I ensured every touchpoint maximized venue revenue and audience connection.

STRATEGY

A singer performing on stage during a concert, with band members playing guitars, keyboards, and drums in the background. The stage is lit with purple and white lights, and a crowd is visible in the foreground.

A bold and contemporary identity system built to reflect the mood of live music and nightiife.

  • Clean typography

  • High contrast palette

  • Editorial photography

  • Flexible layout system

VISUAL IDENTITY

A branding guidelines slide with a dark gray background, displaying color swatches, typography styles, a logo for 'Wheeler's Live', and two images showing a concert scene with a performer on stage and an audience.

A content system designed for consistency across teaser, lineup announcement, countdowns and behind-the-scenes.

SOCIAL MEDIA CAMPAIGN

Promotional poster for Leslie Cheung and Anita Mui tribute night. Features large profile images of Leslie Cheung and Anita Mui, with Leslie in the background and Anita in the foreground. Text includes event details: April 28th at 8pm at Wheeler's Estate, presented by Wheeler's Live, starring Alex Chia and Lynn Foong.
A wooden table set with steaming Chinese dishes, including a platter of grilled shrimp, a plate of sliced meat, fried tofu, a bowl of spicy meat, and cups of hot tea, with hand reaching for shrimp with chopsticks, and a backdrop of a dark wood-paneled room with red curtains.
Smartphone screen showing a social media app with various posts, including event advertisements, food images, and group photos.
Poster for Leslie Cheung & Anita Mui tribute night, featuring side profiles of a man and woman facing opposite directions, with event details in gold text.

PHYSICAL TOUCHPOINTS

Extending the identity across physical spaces and materials to create a seamless brand experience.

Framed poster on the wall showing a person with short pink hair, wearing black clothing, looking down with a dramatic pose. The poster title is "Jacky Cheung" with additional text indicating a tribute night event.
A dimly lit banquet hall with a poster of Lady Cheung featuring her portrait and the title 'Tribute Night'. People are seated at tables enjoying a meal, with a stage and musical instruments in the background and string lights hanging from the ceiling.
A restaurant or event space with a crowd of people dining under a ceiling decorated with string lights. There is a promotional poster on an easel for a tribute night featuring Jacky Cheung, with a picture of him and event details.

  • Commercial Impact: Executed 3 consecutive sold-out tribute night campaigns (Jay Chou, Leslie & Anita, and Jacky Cheung), generating over SGD $26,700 in direct ticket revenue and consistently achieving a 90% venue capacity fill rate.

  • Event Scale: Directed promotional strategies that successfully drove a total venue footfall of over 1,850 patrons.

  • Digital Growth: Generated a 100% period-over-period increase in account reach (146K) and captured over 697,000 total video views across Instagram and Facebook.

RESULTS

A live music performance on stage at Wheeler's Estate, with singers and musicians under stage lighting, and an audience seated at tables.
People clinking wine glasses during a celebration at a social gathering.
Concert scene with a singer holding a microphone and band members playing instruments on stage, audience in the foreground.
Concert crowd with silhouettes of people holding glow sticks and recording with phones in a dimly lit environment.