Award-winning photographer Lindsay Siu contacted me about a project she already shot depicting Chinese superstitions she learned of while growing up. While in the digital production stage incorporating artwork from collaborator Nicholas Tay, Lindsay wanted to find a distinctive, meaningful way to promote this personal work for her reps and industry creatives.
Our conversation centered around the tradition of lucky money: a new paper bill inside palm-sized red envelopes are gifted as good wishes during key family celebrations. She wanted to slip an actual “lai see” into each promo piece beneath a set of matte-printed photo cards. While Lindsay’s logomark was previously created by HereBeMonsters, a bilingual version was designed that hadn’t been used yet. What better way than to create her own custom red envelopes elegantly printed with gold foil on a rich red paper? Taking that idea further, the 5x7 prints and lucky money envelope were all housed inside a matching red/gold oversized “lai see” to reinforce Lindsay’s gift of good fortune being shared as a limited-edition keepsake.
We held off sharing the details of this project online until all the packages were distributed for the 2025 Lunar New Year celebrations. The response has been most positive and impactful as lucky recipients shared their good wishes on socials.
