We were tasked to develop a Lunar New Year themed promotional calendar - an integral part of Wells Fargo’s celebration of the Lunar New Year - to celebrate the Year of the Snake.

With Chinese insights in mind, the Year of the Snake is credited with bringing ambition, expression, cleverness, swiftness, talent, and thoughtfulness into the new year. Each page/month captivates the essence of the snake, infusing the elegant brushstrokes and dance of the snake into crafted Chinese characters representing the snake.

The modernized design of the snake calendar captivated the attention of Chinese and non-Chinese consumers, and were in high demand throughout the year. Order quantities from the regions had steadily increased in recent years, and the 2013 calendar orders were the highest yet. Word from frontline personnel was that the calendars were gone within the first few weeks of being in stock and requested to increase the calendar orders yet again for 2014.