Silver Graphics, Illustration and Visual Communication Design · 2024
Arts Fund Activities Planning
by Zeyu Wu
- A' Design Award 2024 Silver Winner in Graphics, Illustration and Visual Communication Design
- Awarded April 15, 2024
- CLIENT: Yilin Wang
- Estimated Number of Design Views: 93,197
- Verification code 22B0385F77 · Verify this award
About Arts Fund Activities Planning
Arts Fund is a visual identity system created for a character design talent training programme. The design combines the letters CUZ with traditional motifs of Chinese opera. Chinese elements are placed together with Latin letters to express cultural exchange between East and West. The overall framework follows the Swiss internationalist style, which is then broken by the CUZ letterforms, giving a form that is both functional and post-modern. The system is applied to posters, flyers, invitations and banners. The aim is to share Chinese opera culture with a younger audience.
Zeyu Wu's Arts Fund Activities Planning exemplifies the delicate equilibrium achievable when contemporary graphic sensibility engages with visual traditions rooted in centuries of cultural refinement, presenting a bilingual publication system that honors heritage while embracing modern typographic clarity. The design operates within what might be understood as a sophisticated dialogue between Eastern and Western visual communication conventions, with vertical columnar text arrangements characteristic of traditional reading patterns positioned alongside horizontal Latin typography following international contemporary standards. The decorative program—those flowing curvilinear elements rendered in soft turquoise, coral, lavender, and cream—appears to reference classical motifs including stylized cloud formations, phoenix plumage, and botanical arabesques, yet their execution demonstrates the precision and controlled gradation possible through digital illustration techniques. This synthesis suggests the work belongs to a broader contemporary movement wherein designers worldwide seek meaningful integration of cultural heritage within global communication frameworks, celebrating rather than suppressing regional visual identity while maintaining accessibility across linguistic boundaries. The dramatic black ground against which all elements float creates theatrical emphasis, transforming each typographic element and decorative passage into luminous presence. The physical documentation showing hands holding the spread introduces phenomenological dimension, reminding viewers that such work exists not merely as digital concept but as tactile artifact meant for human engagement. One might observe how the curving pages create subtle dimensional poetry, the gutter serving not as barrier but as hinge connecting complementary visual statements. What significance might we find in this careful balance between preservation and innovation, between cultural specificity and universal accessibility?
Press Kit
- Unique Properties
- This project is a visual system for the Communication University of Zhejiang for the China Arts Foundation's Character Design Talent Training Programme, combining CUZ with the traditional motifs of Chinese opera and combining Chinese elements with Latin letters to express the cultural exchange between East and West. The overall visual framework is built around a Swiss internationalist style, which is broken up by CUZ, making the design both functional and post-modern in its visual form.
- Dimensions & Packaging
- The common specifications of posters are A1, A2, A3, etc. The size depends on the need, and can be made of paper, plastic, airbrush and other materials. Flyers are smaller in size, usually A4 or smaller, and are usually made of paper, which can be printed, photographed, airbrushed and other treatments. The specifications of invitations depend on the number of people to be invited and the content, such as postcard type, card type, etc. They are made of paper, plastic and other materials, and can be processed by printing, hot stamping, embossing and so on. The specification of banners depends on the length and usage, such as 1 metre, 2 metres, 3 metres, etc. They are usually made of fabric, and can be processed by printing, heat transfer and so on.
- Tags
- regional culture，Tangible cultural heritage，Graphic design
- Production Technology
- The overall visual framework is built around a Swiss internationalist style through typography that is both functional and post-modern in form. The user can clearly identify the message of the poster from the text and experience the opera from the text and the operatic images.
- Design Challenge
- The use of post-modern design forms of traditional culture in the innovation, forming a very unique visual style, so that it is clearly differentiated from other activities of the main visual, appear more unique and artistic, so as to produce a unique visual charm, but also to better promote the brand.
- Project Duration
- The project started in Hangzhou in February 2023 and will end in October 2023.
- Operation Flow
- The clear message and unique visual format of the campaign's main visual attracted a large number of customers, who were very interested in the campaign, and a series of derivative products, i.e. practical and aesthetic in one, were unanimously well received by users.
- Research
- Through a strong visual impact, the innovation of cultural redesign attracts the attention of more young people to opera, thus continuously creating a kind of propaganda for traditional culture.
- Inspiration
- The aim of the project is to better disseminate the traditional Chinese opera culture. We combine Chinese characters with Latin characters so that the posters can have a good communication, take Chinese opera culture out and show the world the charm of opera culture.
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We specialize in creating visual communication systems that bridge Eastern and Western aesthetics. Our award-winning approach combines traditional cultural elements with contemporary design principles, helping institutions, foundations, and brands tell their unique stories through powerful visual…
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