Glowing Neon Story Campaign Visual Identity by Heung Kwan Kei

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DESIGN DETAILS
DESIGN NAME:
Glowing Neon Story

PRIMARY FUNCTION:
Campaign Visual Identity

INSPIRATION:
Neon signs offered a seductive and energetic visual vocabulary, though they are being supplanted by newer technologies, thus these nostalgic power and collective memory of these fast disappearing urban fixtures are undeniable and consequential anyway. However, it is vital that it is a craft born of industry, there has always been something inherently anachronistic about neon, and perhaps neon signs might live on through an innovative way.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Glowing Neon Story is an experienced campaign that Hongkongers experience a visual culture of neon signs from neon light industry and local city, it celebrates unique aesthetics and human touch by exploring, appreciating and recording neon signs.

OPERATION / FLOW / INTERACTION:
In terms of workshop kits, the cover of the booklet is a photograph of Hong Kong traditional building, a combination of die-cut line of neon sign graphics and the booklet demonstrate the features of Hong Kong neon signscape. Forever, people can use the app to document interesting neon signs in the street, they can also explore any neon sign documented in the database that shows the difficulty of making a neon sign, its scale and location, etc. Besides, they can share their customised neon sign and share it out on the internet.

PROJECT DURATION AND LOCATION:
The project started in September 2014 in Hong Kong and finished in June 2015 in Hong Kong.

PRODUCTION / REALIZATION TECHNOLOGY:
Digital printing, laser cut, book binding

SPECIFICATIONS / TECHNICAL PROPERTIES:
Poster 594 x 841mm Booklet and Guidebook 148 x 210mm Bookmark 40 x 120mm App 1334 x 750 pixels

TAGS:
Hong Kong, culture, neon sign

RESEARCH ABSTRACT:
A study stated that neon signs are disappearing and many people overlook these. Therefore, this campaign features both neon light craftsmanship and culture meanwhile draws people’s attention on these. From taking the elements of neon sign to poster, guidebook, notebook, bookmark, App, etc. These definitely demonstrate both dynamic Hong Kong neon sign culture and story.

CHALLENGE:
In terms of the poster, I needed to explore suitable location to merge the related neon signs. Moreover, I needed to test the die-cut bookmark many times since the placement of die-cut graphics sometimes was not precise on the bookmark. Besides, It was quite difficult to figure out how the app works with a user-friendly and simple interface.

ADDED DATE:
2017-07-03 16:31:53

TEAM MEMBERS (1) :
Heung Kwan Kei

IMAGE CREDITS:
Image #1-5 : Creator Heung Kwan Kei, Glowing Neon Story, 2015.

PATENTS/COPYRIGHTS:
Copyrights belong to Kwan Kei Heung, 2017.

Visit the following page to learn more: http://www.behance.net/gallery/29168683/GLOWI NG-NEON-STORY
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CLIENT/STUDIO/BRAND DETAILS
NAME:
M+ Muesum

PROFILE:
A cornerstone of the ambitious West Kowloon Cultural District Project, M+ is Hong Kong’s new museum for visual culture, encompassing 20th and 21st - century art, design and architecture, and moving image from Hong Kong, China, Asia and beyond. From its vantage point in one of the world’s most dynamic regions, M+ will document the past, inform the present and contribute to the future of visual culture within an ever more interconnected global landscape. The museum will take an inter-disciplinary approach that both challenges and respects existing boundaries, while creating a meeting point for a diversity of perspectives, narratives and audiences. Since 2012, M+ has been presenting diverse public programmes and exhibitions, and is building a permanent collection, in the run-up to the scheduled 2019 opening of the museum building designed by Herzog & de Meuron with TFP Farrells and Ove Arup & Partners HK.

NOMINATION DETAILS

Glowing Neon Story Campaign Visual Identity by Heung Kwan Kei is a Nominee in Advertising, Marketing and Communication Design Category.

· This project is currently confidential as results have not been announced yet. Images and further details of the project is not available for public yet, please check back later. If you are the owner of this design, please login to view the images.

· The profile and other works by Heung Kwan Kei is also kept secret. This information will also be available later.
AWARD DETAILS

Glowing Neon Story Campaign Visual Identity by Heung Kwan Kei is Winner in Advertising, Marketing and Communication Design Category, 2017 - 2018.



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