Joyful Garden Tour 이벤트 브랜드 디자인 by Ye Zhang

Joyful Garden Tour 이벤트 브랜드 디자인 by Ye Zhang is a highly esteemed winner of the very prestigious 2024 A' Design Award 동상 in 그래픽, 일러스트레이션 및 시각 커뮤니케이션 디자인 Competition Category.

동그래픽· 2024

Joyful Garden Tour 이벤트 브랜드 디자인

by Ye Zhang

Client: Beijing Jiaotong University

A' Design Award 동상 Winner in 그래픽 Category

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Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Joyful Garden Tour 이벤트 브랜드 디자인

'조이풀 가든 투어(Joyful Garden Tour)'는 베이징 이화원과 원명원에서 열린 설맞이 가든 파티를 위해 제작된 이벤트 브랜드 디자인이다. 두 정원의 대표 건축물을 연구하여 명료한 그래픽 아이콘으로 단순화했으며, 이 아이콘들은 2024년 십이지 띠인 용 모티프와 결합되었다. 블루와 핑크 컬러는 유구한 역사에서 이끌어낸 새로운 생명력을 표현한다. 포스터, 브로슈어, 카드는 펄지에 인쇄되어 엠보싱과 은박 후가공을 더했으며, 엠블럼에는 중국 전통 은 칠보 공예 기법을 적용했다.

The Recognition

About the A' Design Award 동상

Joyful Garden Tour 이벤트 브랜드 디자인, 이 작품은 A' Design Award 동상 수상작으로, 창의성, 독창성, 영민함으로 돋보이는 뛰어난 디자인에 수여되는 높은 권위의 인정입니다. 동상 수상작은 충분히 숙련되고 인상적으로 창의적인 작품으로, 디자이너의 폭넓은 경험, 상상력, 기지를 입증합니다. Joyful Garden Tour 이벤트 브랜드 디자인, 이 작품은 높이 평가받고 감탄과 사랑을 받는 사물로서 두드러지게 전문적이고 혁신적일 것으로 기대됩니다. 이 동상 수상 디자인은 예술, 과학, 디자인, 기술의 모범 사례를 담고 있으며 세부에 대한 주의로 훌륭합니다. Joyful Garden Tour 이벤트 브랜드 디자인, 이 작품은 필요를 훌륭하게 충족하고 욕망에 닿으며 감정을 매료하고 호기심을 불러일으킵니다.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: 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.
Dimensions & Packaging: 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;
Production Technology: "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.
Design Challenge: 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.
Research: 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.
Project Duration: 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.
Operation Flow: 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.
Patents: This work is all original images not copyrighted.
Team Members: Design Director：YeZhang
Art Director：XingxingLi
Art Director：YangMao
Lead Designer：YuyangWu
Designer：YudiLei
Designer：KaixuanJia
Designer：HuanxiaoGuo
Image Credits: This work is all original images not copyrighted.