Sydney Chinese New Year Branding and Event Design
Every year the City of Sydney invites design agencies and individuals to submit creative of the animal of that year. The chosen creative is then used in advertising to promote the festival, along with the Chinese New Year branding.
1. Designed the festival logo for the years 2014 to 2016.
2. Using Hu Ming’s artwork, designed a total of 75 pieces of artworks, including large-scaled items, such as JCDecaux Citylights, street banner, bus poster, festival triffids and exhibition signage; small-scaled items including a 60-page festival program, invitation, Avant Card, TVC frames, press ads and digital ads.
There was a need to market the festival as a brand. The festival had always been represented with different logo and creative every year in the past. Although the logo worked harmoniously with that year’s creative, Chinese New Year as a festival lacked of a consistent brand presence.
But how should the brand look like? Since every year’s creative is different, the Chinese New Year brand should not only aesthetically carry the ‘Chinese’ quality, but also functionally, be neutral and flexible to pair with each year’s creative.
Typographical approach seems to be perfect for the requirements. The mark ‘CNY14’ (later updated to ‘CNY15′ and ‘CNY16′) adopts the base of Gothem, a humble, geometric typeface; and is characterised with details of a Chinese traditional typeface, Song Ti.
The answer to the neutrality is expressed through the dichotomy between:
– the West and the East;
– contemporary and traditional;
– masculinity and femininity;
– solid and fluid.
Logo variation, brand device, brand guidelines for both internal and external usage were also completed in this task.
The biggest challenge of this project was to apply Hu Ming’s oil painting to the collateral as large as Chinese New Year’s. First of all, the non-digital and non-vector nature of the artwork made it inflexible to use across media of different specs and scales. Keeping the integrity of the artwork also required great attention to details.
The creative was consistently applied, with the Chinese New Year brand, to a total of 75 pieces of collateral, including JCDecaux Citylights, bus poster, press ads, digital ads and brochure.
Note: Sydney Chinese New Year is copyrighted and owned by ©City of Sydney. I was responsible for the design under the direction of Design Manager, Steve Howlett. Painting by Hu Ming.