Brand Design | Art Direction
Emily Carr University
Lunar New Year 2028
Lunar New Year 2028
Lunar New Year 2028
Year
Scope
Industry
Year
Scope
Industry
2026
Brand Design | Art Direction
Cultural
2026
Cultural
ONE CELEBRATION, FOUR CITIES. Lunar New Year celebrations are often local, which makes it difficult to build a broader sense of shared community across cities. Asian-owned businesses also struggle with visibility outside of their city. The campaign connects all cities under one cohesive identity, encourages travel to other cities, and supports and amplifies Asian-owned businesses. The campaign positions Lunar New Year as a space for communities to grow. Community participation is encouraged and needed for the campaign. Users can contribute directly to a growing community-made map of local businesses they love, while giving owners of businesses a way to submit their own to be featured on the website.
INSIGHT
ONE CELEBRATION, FOUR CITIES. Lunar New Year celebrations are often local, which makes it difficult to build a broader sense of shared community across cities. Asian-owned businesses also struggle with visibility outside of their city. The campaign connects all cities under one cohesive identity, encourages travel to other cities, and supports and amplifies Asian-owned businesses. The campaign positions Lunar New Year as a space for communities to grow. Community participation is encouraged and needed for the campaign. Users can contribute directly to a growing community-made map of local businesses they love, while giving owners of businesses a way to submit their own to be featured on the website.
STORIES WORTH TELLING
ONE CELEBRATION, FOUR CITIES. Lunar New Year celebrations are often local, which makes it difficult to build a broader sense of shared community across cities. Asian-owned businesses also struggle with visibility outside of their city. The campaign connects all cities under one cohesive identity, encourages travel to other cities, and supports and amplifies Asian-owned businesses. The campaign positions Lunar New Year as a space for communities to grow. Community participation is encouraged and needed for the campaign. Users can contribute directly to a growing community-made map of local businesses they love, while giving owners of businesses a way to submit their own to be featured on the website.
SOLUTION
SOLUTION
This Lunar New Year Festival is a city-wide campaign designed to connect and bring together Chinese-Canadian communities. The event encourages people to explore their own city and experience the festival there and outside it. This visual identity is applied across print, digital, and out-of-home channels, creating a community-driven cultural campaign.
This Lunar New Year Festival is a city-wide campaign designed to connect and bring together Chinese-Canadian communities. The event encourages people to explore their own city and experience the festival there and outside it. This visual identity is applied across print, digital, and out-of-home channels, creating a community-driven cultural campaign.
STORIES WORTH TELLING
This Lunar New Year Festival is a city-wide campaign designed to connect and bring together Chinese-Canadian communities. The event encourages people to explore their own city and experience the festival there and outside it. This visual identity is applied across print, digital, and out-of-home channels, creating a community-driven cultural campaign.
EXECUTION
STORIES WORTH TELLING
A flexible visual identity was developed that could stay consistent across different media. The system is designed to be easily recognizable and adaptable across physical and digital touchpoints. Tangible items such as red envelopes, fortune cookies, calendars, and brochures were created to complement and enhance the experience of the physical festival, while a website was created for users to add a business they love in their neighbourhood, or allow business owners an outlet to feature their business to a larger audience. The result is a cohesive campaign that transforms Lunar New Year into a connected, cross-city experience. It combines physical material with a digital platform, creating visibility and participation. It ultimately encourages users to engage with their community actively.
A flexible visual identity was developed that could stay consistent across different media. The system is designed to be easily recognizable and adaptable across physical and digital touchpoints. Tangible items such as red envelopes, fortune cookies, calendars, and brochures were created to complement and enhance the experience of the physical festival, while a website was created for users to add a business they love in their neighbourhood, or allow business owners an outlet to feature their business to a larger audience. The result is a cohesive campaign that transforms Lunar New Year into a connected, cross-city experience. It combines physical material with a digital platform, creating visibility and participation. It ultimately encourages users to engage with their community actively.
A flexible visual identity was developed that could stay consistent across different media. The system is designed to be easily recognizable and adaptable across physical and digital touchpoints. Tangible items such as red envelopes, fortune cookies, calendars, and brochures were created to complement and enhance the experience of the physical festival, while a website was created for users to add a business they love in their neighbourhood, or allow business owners an outlet to feature their business to a larger audience. The result is a cohesive campaign that transforms Lunar New Year into a connected, cross-city experience. It combines physical material with a digital platform, creating visibility and participation. It ultimately encourages users to engage with their community actively.
