Duty Free Shop

Case Study 05
Duty Free Shop

  • Creative Direction Dakyung Lee, Jong Woo Si, & DFS Creative Team
  • Lead Design Jong Woo Si
  • Illustration Dakyung Lee

Project Overview

JD&Co. served as an interim Creative Director, leading the in-house creative teams in New York and Hong Kong and shaping Duty Free Shop’s global narrative with finesse—juggling creative campaigns, in-store events, and the DFS customer loyalty program.


Share This

Duty Free Shop
Duty Free Shop
Masters of Time 10th Anniversary Book Sleeve

The Challenge

When their Creative Director went on maternity leave, Duty Free Shop needed someone who really understood the brand and could effectively lead in-house creative teams across two continents.

Duty Free Shop
Masters of Time 10th Anniversary Book Interior Pages
  • JD&Co.’s inputs were invaluable. We were so excited about having them lend us their talent and skill. They have impeccable taste and always push the creative to the next level.
Duty Free Shop
Love of Travel Campaign Illustration
Duty Free Shop
Duty Free Shop
Love of Travel Campaign Photo Filter In-Situ

The Solution

JD&Co. Design served as interim Creative Director on numerous projects, guiding the international in-house team across several high-profile campaigns and reaching important milestones for DFS.

For Loyal T, the customer loyalty program at DFS, we brainstormed potential mascot ideas with a fellow Creative Director, coming up with a range of symbols that embodied loyalty in DFS brand terms. We eventually landed on Cloud, an infectiously huggable cloud mascot. (Warning: it’s dangerously cute.)

We created illustrations for their First Class Beauty and Love of Travel campaigns, and led branding and editorial design for the 10th anniversary celebration of Masters of Time, a prestigious event that showcases ultra high-end watches and fine jewelry.

Duty Free Shop
Holiday Gift Guide
Duty Free Shop
Duty Free Shop
Food Festival Photography and Video
Duty Free Shop
Loyal T Mascot Sketches
Duty Free Shop
Loyal T Mascot Social Media Engagement

The Results

Tens of thousands of impressions for the #HeyCloud campaign, as well as the #LoveofTravel campaign.

Global celebrity engagement for the #LoveofTravel campaign.

Our Role

  • Art Direction
  • Collateral
  • Digital
  • Editorial
  • Illustration
  • Promotional
  • Web

More Case Studies