Hak Hi Kong Yong An Harbor Rebranding

Hak Hi Kong Yong An Harbor Rebranding is a comprehensive visual identity and cultural revitalization project that transforms the unique Hakka fishing port experience in Taiwan. This innovative rebranding initiative, designed by Shih Pei Huang and Chia Lin Wang, strategically reimagines the cultural identity of Yong An Fishing Port through a sophisticated three-tier approach that harmoniously blends traditional Hakka elements with contemporary design principles. The project's distinctive feature lies in its creation of a new corporate identity system that authentically captures and celebrates the port's Hakka heritage, utilizing specific visual elements extracted from the community's cultural characteristics. The design encompasses a thoughtfully crafted logo, two engaging mascot characters that serve as cultural ambassadors, and nine carefully curated entertainment and culinary zones that enhance visitor experience. The visual identity system employs a strategic color palette derived from existing architectural elements, ensuring visual coherence across the port's landscape while maintaining cultural authenticity. This Silver A' Design Award-winning project in the Graphics, Illustration and Visual Communication Design category demonstrates exceptional innovation in its approach to cultural preservation and tourism development, effectively transforming the port into a distinctive Hakka cultural destination. The rebranding effort uniquely leverages the linguistic connection between the Chinese characters for guest and Hakka, creating an immersive experience that symbolically transforms visitors into honorary members of the Hakka community, thereby fostering cultural appreciation and understanding.

Author: Adam Dawson

Keywords: harbor rebranding, cultural identity design, Hakka heritage preservation, fishing port tourism, visual communication system, destination branding

SOURCES:
https://competition.adesignaward.com/99273

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