16
May


Design & Branding

The right bilingual communication

To increase cultural awareness and understanding between Australia and China the Chinese Embassy in Australia has organised for 2006, a festival of cultural events titled Experience China. The festival celebrates and showcases Chinese artistic endeavours. Starting off with Chinese New Year celebrations the year long program includes performances, exhibitions, Chinese film week and a forum for Chinese tourism, literature and the media.

Challenge
The Chinese Embassy required a brand and publications for the festival that are sensitive to both Australian and Chinese cultures. As the festival celebrates high Chinese culture and authentic artistic entertainment the embassy looked for a designer with a deep understanding of both cultures to communicate the appropriate message.

Solution
As 2006 is the Chinese year of the Dog, a dog motif was chosen. A traditional paper cut of a dog carrying a flower in its mouth in a circle is the hero image for the brand. The colour red in the background is a strong choice representing China.

"The identity communicates Chinese artistic endeavours within a western bilingual design." Said designer David Zhu 

We produced a brochure, poster and website for the festival reinforcing the brand identity with unity. Working with Millmaine Entertainment on bus commercials and advertising distributions promotion has been widespread.

Results

  • Appropriate communication for both eastern and western cultures
  • Project delivered to tight time frame
  • Raised awareness of festival celebration and events

“Thank you very much for the work on the Chinese Cultural in Australia. It is very well received and widely spread. The final result is much better with your design. Many thanks.” Fu Ying – Chinese Ambassador to Australia

 

 

 

Visit Experience China website


 

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