Joyful Garden Tour Begivenhedsbrandingdesign af Ye Zhang

Joyful Garden Tour Begivenhedsbrandingdesign af Ye Zhang er en højt anset vinder af den meget prestigefyldte 2024 A' Design Award i Bronze i konkurrencekategorien Grafik, Illustration og Visuel Kommunikationsdesign.

BronzeGrafik· 2024

Joyful Garden Tour Begivenhedsbrandingdesign

af Ye Zhang

Klient: Beijing Jiaotong University

Vinder af A' Design Award i Bronze i kategorien Grafik

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Farver

Designet

Om Joyful Garden Tour Begivenhedsbrandingdesign

Joyful Garden Tour er et begivenhedsbrandingdesign skabt til en kinesisk nytårs-havefest afholdt ved Sommerpaladset og Det Gamle Sommerpalads i Beijing. Kendte bygninger fra begge haver blev studeret og forenklet til klare grafiske ikoner. Ikonerne er kombineret med dragemotivet fra det kinesiske stjernetegn for 2024. Blå og lyserøde farver udtrykker ny livskraft hentet fra en lang historie. Plakater, brochurer og kort er trykt på perlemorspapir med prægning og sølvstempling. Emblemet anvender traditionelt kinesisk sølvemaljehåndværk.

Anerkendelsen

Om A' Design Award i Bronze

Joyful Garden Tour Begivenhedsbrandingdesign er vinder af A' Design Award i Bronze, en højt prestigefyldt anerkendelse, der tildeles enestående designs, som udmærker sig ved kreativitet, opfindsomhed og skarpsindighed. Bronzevinderne er rigeligt dygtige og påfaldende kreative artefakter, der bekræfter deres designeres store erfaring, fantasi og snilde. Joyful Garden Tour Begivenhedsbrandingdesign forventes at være en højt estimeret, beundret og kær genstand, der er bemærkelsesværdigt professionel og innovativ. Dette design, der har vundet A' Design Award i Bronze, indarbejder bedste praksis inden for kunst, videnskab, design og teknologi og er fremragende på grund af sin sans for detaljer. Joyful Garden Tour Begivenhedsbrandingdesign tilfredsstiller pragtfuldt behov, rører længsler, charmerer følelser og appellerer til nysgerrigheden.

Bag Designet

Pressemappe

Credits, teammedlemmer og tekniske detaljer leveret af designeren.

Unikke Egenskaber: Through extensive data research, most famous buildings in the Old Summer Palace and the Summer Palace are selected to be graphically manipulated to create the most recognizable and communicable icon, and combined it with Loong, the Chinese Zodiac motif for 2024. Blue and pink colors were chosen to reflect the new vitality that has emerged from its long history. We explore suitable visual presentation method for architectural icons, and help the development and intermingling of diverse cultures.
Dimensioner & Emballage: Billboard poster: 420mm × 594mm
Paper fold: 100mm × 200mm
Promotional poster: 210mm × 297mm
Card: 55mm × 85mm
Bracelet: 25mm × 200mm
Emblem: Approximately 60mm × 60mm
Handbag: 285mm × 285mm
Sticker: 25mm × 25mm, 25mm × 10mm
Tags: culture; traditional elements; brand planning; inheritance and innovation; Eastern aesthetics; modern design;
Produktionsteknologi: "Joy of Garden Tour" is a brand of garden party activities taking place in the Summer Palace and the Old Summer Palace in 2024. Paper materials such as brochures, posters, and cards are printed on pearl paper with embossing and silver stamping techniques. The emblem adopts traditional Chinese silver enamel craftsmanship, which has commercial value while maintaining deep significance of traditional Chinese culture.
Designudfordring: The core challenge in the design process is how to integrate classical architecture with modern aesthetics, ensuring that the brand image is both unique and easily recognizable, while also meeting the expectations and needs of the target audience to address market changes.
Forskning: Type: Brand Design Research
Goal: To build a Chinese New Year Garden Party that combines traditional charm and modern design style.
Methods: By employing literature research, on-site visits, event planning, brand communication, and data analysis, a comprehensive approach was taken to establish a brand for the New Year Garden Party at the Summer Palace and the Old Summer Palace combining traditional architecture with the cultural elements of the Year of the Dragon. The project primarily utilized AI and PS for production.
Outcome: By integrating the architectural icons of the Summer Palace and the Old Summer Palace with the cultural elements of the Year of the Dragon, a cultural brand for the New Year Garden Party was created with a youthful aesthetic.
Impact: With the successful implementation of the Garden Party activities, not only has it deepened the public's understanding of the traditional architecture of the Summer Palace and the Old Summer Palace, but it has also promoted the dissemination of the traditional culture of the Year of the Dragon. It has enhanced visitors' cultural participation and sense of belonging, elevated the cultural taste of the scenic area, and injected new vitality into the regional cultural tourism development.
Inspiration: The "Joyful Garden Tour" is the 2024 Chinese New Year event jointly organized by the Old Summer Palace and the Summer Palace. Only on the first day of the Spring Festival holiday, they welcomed nearly 160,000 visitors.
In this event branding design,we traced the historical lineage of the two gardens and presented their unique historical essence in a new way, and visitors can deeply feel the historical heritage and vitality of the Summer Palace and the Old Summer Palace during the garden tour.
Projektvarighed: Started in July 2023, the project was completed in October, and was launched from January 1 to February 29, 2024 in the Summer Palace and the Summer Palace in Beijing.
Driftsflow: This brand is an advertising and a cultural creative product for the New Year Garden Party at the Summer Palace and the Old Summer Palace. It is distributed and sold both inside and outside the palaces for promotional purposes and as souvenirs for visitors.
Patenter: This work is all original images not copyrighted.
Teammedlemmer: Design Director：YeZhang
Art Director：XingxingLi
Art Director：YangMao
Lead Designer：YuyangWu
Designer：YudiLei
Designer：KaixuanJia
Designer：HuanxiaoGuo
Billedkreditering: This work is all original images not copyrighted.