China Merchants Bank 2026 Fortune Festival

2026 Fortune Festival. As traditional festive atmospheres wane in the physical world and users increasingly favor simple, gamified interactions, this project serves as a vital, innovative bridge connecting the brand with its clients.
To achieve this, the project synthesizes three core strategies: gamifying folk traditions, refining Chinese aesthetics for a modern web, and scenario-based design of the brand IP. Traditional customs like “shaking for luck” and “walking through the year” are transformed into engaging mini-games, including AR treasure hunts, shake-to-bless mechanics, and dice-rolling maps. The design effectively enhances accessibility, driving greater engagement and allowing clients to send New Year wishes through intuitive play. Moving away from the cluttered superposition of traditional elements, the visual design centers on the imagery of scrolls, auspicious clouds, and landscapes. The application of gradient bleeding, low-saturation textures, and soft lighting creates a visual style that is light, vibrant, and elegant, allowing the festive spirit to emerge naturally. Furthermore, the CMB IP character is seamlessly woven into scenarios like AR hunts and lantern blessings—an integration that reinforces brand recall and infuses the space with a warm, human touch.
Anchored by a red and gold palette, the visual system integrates cultural symbols like lanterns, lucky bags, and the Year of the Horse across the user journey. This approach fosters a cohesive experience that enhances brand recognition and immersion. Thoughtful details, such as paper-cutting motifs and auspicious couplets, further emphasize the theme of “Summoning Wealth and Blessings.” The entire design infuses financial interactions with emotional warmth, evoking emotional resonance and achieving a profound unity between aesthetic expression and client experience.