Joyful Garden Tour Brand Design by Ye Zhang |
Home > Winners > #159119 |
 |
|
||||
| DESIGN DETAILS | |||||
| DESIGN NAME: Joyful Garden Tour PRIMARY FUNCTION: Brand Design 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. UNIQUE PROPERTIES / PROJECT DESCRIPTION: 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. OPERATION / FLOW / INTERACTION: 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. PROJECT DURATION AND LOCATION: 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. FITS BEST INTO CATEGORY: Graphics, Illustration and Visual Communication Design |
PRODUCTION / REALIZATION 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. SPECIFICATIONS / TECHNICAL PROPERTIES: 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; RESEARCH ABSTRACT: 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. 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. ADDED DATE: 2024-02-26 08:55:40 TEAM MEMBERS (7) : Design Director：YeZhang, Art Director：XingxingLi, Art Director：YangMao, Lead Designer：YuyangWu, Designer：YudiLei, Designer：KaixuanJia and Designer：HuanxiaoGuo IMAGE CREDITS: This work is all original images not copyrighted. PATENTS/COPYRIGHTS: This work is all original images not copyrighted. |
||||
| Visit the following page to learn more: http://saad.bjtu.edu.cn | |||||
| CLIENT/STUDIO/BRAND DETAILS | |
 |
NAME: Beijing Jiaotong University PROFILE: Founded in 1896, Beijing Jiaotong University (BJTU) is the birthplace of modern railway and telecommunication education in China. It was among the first universities in China to confer doctoral and master's degrees and is renowned both domestically and internationally as one of the key universities with the longest history in China. The creative design program of BJTU is under the School of Architecture and Design, which offers majors such as Visual Communication Design, Digital Media Art, Environmental Design, Architecture, Urban and Rural Planning, contributing to the education of numerous outstanding designers and architects for society. In recent years, the design team at Beijing Jiaotong University has undertaken a series of prestigious projects in brand design and cultural creativity, including the design for the Yuanmingyuan (Old Summer Palace), the Summer Palace, Beijing Zoo, Beijing North Railway Station, and other well-known landmarks both in China and overseas. Their work has garnered widespread social influence and has been recognized with numerous awards in domestic and international design competitions. |
| AWARD DETAILS | |
 |
Joyful Garden Tour Brand Design by Ye Zhang is Winner in Graphics, Illustration and Visual Communication Design Category, 2023 - 2024.· Press Members: Login or Register to request an exclusive interview with Ye Zhang. · Click here to register inorder to view the profile and other works by Ye Zhang. |
| SOCIAL |
| + Add to Likes / Favorites | Send to My Email | Comment | Testimonials | View Press-Release | Press Kit |
Did you like Ye Zhang's Graphic Design?
You will most likely enjoy other award winning graphic design as well.
Click here to view more Award Winning Graphic Design.
  |
 |
