Visual Storytelling
The Little Mermaid is a literary fairy tale/fantacy written by Hans Christian Andersen and first published in 1837. Unlike many traditional folk tales passed down orally, this story was an original work, despite drawing on older European mermaid legends. There is a mythic quality to the story of the sea princess more in accord with Greek tragedy than is comfortable for many modern fairy tales. Andersen’s tale explores longing, sacrifice, identity, love, and the desire for an immortal soul. Andersen’s version ends not with marriage but with transcendence through sacrifice.
The story follows the youngest daughter of the Sea King, known as the Little Mermaid, who lives under the ocean with her father, grandmother, and five older sisters. Unlike the others, she is curious and fascinated by the human world. When she turns fifteen and is allowed to visit the surface, she rescues a human prince during a storm and secretly falls in love with him.
Wanting to be with him and gain an immortal human soul, she makes a deal with the Sea Witch. The witch gives her a potion that turns her tail into legs, but she must give up her voice, lose her tongue, and endure painful steps. If the prince marries someone else, she will die and turn into sea foam. Although the prince cares for her, he does not realise she saved him and eventually marries another princess. Rather than kill him to save herself, the Little Mermaid chooses to sacrifice her own life and throws herself into the sea.
Originally, Andersen intended the story to end at this tragic moment. However, his editors felt such a sad ending was inappropriate for a children’s story. As a result, Andersen added the appearance of the “Daughters of the Air,” spirits who tell the Little Mermaid that through good deeds she may eventually earn an immortal soul. By becoming one of these air spirits, she can guide the moral behaviour of children and slowly work toward spiritual redemption.
The story shifts between two primary realms:
The underwater kingdom, depicted as radiant, coral-built, and dreamlike, yet emotionally restrictive.
The human world, represented as vibrant, expansive, and spiritually elevated, but also painful and morally complex.
These contrasting spaces create strong visual imagery. The ocean becomes both sanctuary and prison, while land represents both possibility and loss. Ultimately, the story functions as both a fantasy and a spiritual allegory. It reflects themes of unrequited love, transformation, bodily suffering, and the human desire for belonging.
The Little Mermaid
Application
A visual identity and promotional campaign reimagining The Little Mermaid as a contemporary opera. The project explores how the original story can be translated into a sophisticated theatrical experience through a cohesive visual language.
The campaign included posters, billboards, a physically printed playbook, ticket designs, and merchandise, creating a complete branded experience across both print and promotional touchpoints.

















































