Instructor: Behnoush McKay Woodbury University Project Process Book Samantha Peralta
> Graphic Design II
Event/Festival Branding | Pingxi, Taiwan 1 Introduction 2 Research and Analysis 4 Design Objectives 5 Logo Sketches 6 Type Studies 7 Color Studies 8 Final Logo Presentation 10 Final Stationary Presentation 15 Final Posters 18 Final Program Presentation 19 Festival Tickets 20 Street Banners 21 In Context Imagery 22 Conclusion
> Introduction Event/Festival Branding | Pingxi, Taiwan Through this project, I decided to explore a festival that is important to a culture that I have never really experienced or have much knowledge in. What is so unique about the Pingxi Lantern Festival is that, although it is very cultural, it is very modern at the same time, and was originally meant to increase tourism to Taiwan. Because of this, I decided to have a lot more fun with the designs and stray away from super traditional imagery because that is not exactly what the festival strives to represent.
01
> Research & Analysis Event/Festival Branding | Pingxi, Taiwan
Name & Theme
Organization/Audience
Insights/Values
Big Idea/Concept
Verbal Voice
Visual Voice
Name & Theme
Organization/Audience
Insights/Values
Big Idea/ConceptV
Verbal Voice
Name: Pingxi Lantern Festival Theme: Culture and light
Very diverse and wide. Along with natives who regularly gather to celebrate Chinese New Year, the festival is aimed at tourists who are looking to delve into new cultures and experiences.
People are drawn to the very open and welcome feeling that the Pingxi Lantern Festival gives, which allows tourists to deeply immerse themselves in all of the events of the festival and not feel out of place.
To give tourists knowledge about culture and traditions from a primary source and allow them the opportunity to respectfully participate in these celebrations.
A feeling of connectivity even to those who do not directly identify with the culture. Bold, free, adventurous, breathtaking, joyful and bright.
Dim background but otherwise very bright tones. A lot of gold, yellow, white, and pops of red. Sans serif typeface to match the more modern feel of the festival, but maybe some Chinese lettering as well.
Name: Pingxi Lantern Festival Theme: Culture and light
Very diverse and wide. Along with natives who regularly gather to celebrate Chinese New Year, the festival is aimed at tourists who are looking to delve into new cultures and experiences.
People are drawn to the very open and welcome feeling that the Pingxi Lantern Festival gives, which allows tourists to deeply immerse themselves in all of the events of the festival and not feel out of place.
To give tourists knowledge about culture and traditions from a primary source and allow them the opportunity to respectfully participate in these celebrations.
A feeling of connectivity even to those who do not directly identify with the culture. Bold, free, adventurous, breathtaking, joyful and bright.
isual Voice Dim background but otherwise very bright tones. A lot of gold, yellow, white, and pops of red. Sans serif typeface to match the more modern feel of the festival, but maybe some Chinese lettering as well.
Name & Theme
Organization/Audience
Insights/Values
Big Idea/ConceptV
Verbal Voice
Name: Pingxi Lantern Festival Theme: Culture and light
Very diverse and wide. Along with natives who regularly gather to celebrate Chinese New Year, the festival is aimed at tourists who are looking to delve into new cultures and experiences.
People are drawn to the very open and welcome feeling that the Pingxi Lantern Festival gives, which allows tourists to deeply immerse themselves in all of the events of the festival and not feel out of place.
To give tourists knowledge about culture and traditions from a primary source and allow them the opportunity to respectfully participate in these celebrations.
A feeling of connectivity even to those who do not directly identify with the culture. Bold, free, adventurous, breathtaking, joyful and bright.
Creative Concept / Verbal Voice
Creative Concept / Organization & Audience
Creative Concept / Insights & Values
Samantha Peralta
Samantha Peralta
Samantha Peralta
Pingxi Lantern Festival: Culture and Light
Pingxi Lantern Festival: Culture and Light
isual Voice Dim background but otherwise very bright tones. A lot of gold, yellow, white, and pops of red. Sans serif typeface to match the more modern feel of the festival, but maybe some Chinese lettering as well.
Pingxi Lantern Festival: Culture and Light
02
> Research & Analysis Event/Festival Branding | Pingxi, Taiwan
Name & Theme
Organization/Audience
Insights/Values
Big Idea/Concept
Verbal Voice
Visual Voice
Name & Theme
Organization/Audience
Insights/Values
Big Idea/Concept
Verbal Voice
Visual Voice
Name: Pingxi Lantern Festival Theme: Culture and light
Very diverse and wide. Along with natives who regularly gather to celebrate Chinese New Year, the festival is aimed at tourists who are looking to delve into new cultures and experiences.
People are drawn to the very open and welcome feeling that the Pingxi Lantern Festival gives, which allows tourists to deeply immerse themselves in all of the events of the festival and not feel out of place.
To give tourists knowledge about culture and traditions from a primary source and allow them the opportunity to respectfully participate in these celebrations.
A feeling of connectivity even to those who do not directly identify with the culture. Bold, free, adventurous, breathtaking, joyful and bright.
Dim background but otherwise very bright tones. A lot of gold, yellow, white, and pops of red. Sans serif typeface to match the more modern feel of the festival, but maybe some Chinese lettering as well.
Name & Theme
Organization/Audience
Insights/Values
Big Idea/Concept
Verbal Voice
Visual Voice
Name: Pingxi Lantern Festival Theme: Culture and light
Very diverse and wide. Along with natives who regularly gather to celebrate Chinese New Year, the festival is aimed at tourists who are looking to delve into new cultures and experiences.
People are drawn to the very open and welcome feeling that the Pingxi Lantern Festival gives, which allows tourists to deeply immerse themselves in all of the events of the festival and not feel out of place.
To give tourists knowledge about culture and traditions from a primary source and allow them the opportunity to respectfully participate in these celebrations.
A feeling of connectivity even to those who do not directly identify with the culture. Bold, free, adventurous, breathtaking, joyful and bright.
Dim background but otherwise very bright tones. A lot of gold, yellow, white, and pops of red. Sans serif typeface to match the more modern feel of the festival, but maybe some Chinese lettering as well.
Name: Pingxi Lantern Festival Theme: Culture and light
Very diverse and wide. Along with natives who regularly gather to celebrate Chinese New Year, the festival is aimed at tourists who are looking to delve into new cultures and experiences.
People are drawn to the very open and welcome feeling that the Pingxi Lantern Festival gives, which allows tourists to deeply immerse themselves in all of the events of the festival and not feel out of place.
To give tourists knowledge about culture and traditions from a primary source and allow them the opportunity to respectfully participate in these celebrations.
A feeling of connectivity even to those who do not directly identify with the culture. Bold, free, adventurous, breathtaking, joyful and bright.
Dim background but otherwise very bright tones. A lot of gold, yellow, white, and pops of red. Sans serif typeface to match the more modern feel of the festival, but maybe some Chinese lettering as well.
Creative Concept / Big Idea
Pingxi Lantern Festival: Culture and Light Samantha Peralta
03
Creative Concept / Name & Theme
Pingxi Lantern Festival: Culture and Light Samantha Peralta
Creative Concept / Visual Voice
Pingxi Lantern Festival: Culture and Light Samantha Peralta
> Design Objectives Event/Festival Branding | Pingxi, Taiwan Key Words Adventurous, tourists, immersive, weloming, bright. Organization and Audience The audience for the Pingxi Lantern Festival would be very diverse and wide. Along with the natives around the area who regularly gather to celebrate Chinese New Year, the festival is also aimed at tourists who are looking to delve into new cultures and experiences. Insights/Value Proposition The audPeople are drawn to the very open and welcome feeling that the Pingxi Lantern Festival gives, which allows tourists to deeply immerse themselves in all of the events of the festival and not feel out of place. Big Idea/Concept To give tourists knowledge about culture and traditions from a primary source and allow them the opportunity to respectfully participate in these celebrations. Verbal Voice A feeling of connectivity even to those who do not directly identify with the culture. Bold, free, adventurous, joyful and bright. Visual Voice Dim backgrounds but bright tones all around to symbolize the joy and lights! Sans serif typeface to match the more modern feel of the festival, but maybe some Chinese lettering along the sides of some posters.
Why should people attend the festival? People should attend this event because, although the idea of sky lanterns is spreading across the world, the Pingxi Lantern Festival is unique in the way that it is celebrated. It is focused on the sky lanterns, unlike festivals in surrounding areas, but holds more depth and context unlike the new festivals in cities such as London and Los Angeles. The audience is filled with adventurous tourists who find joy in experiencing cultures outside of themselves, the idea of new experiences and unseen areas motivates them. They should feel incredibly joyful and welcome at the event, and be yearning to get involved and view all of the events. The reason for the event is that it marks the 15th day of the first month of the Lunar calender, and the end of the Chinese New Year. However, in 1990, this festival began as a way to spread the celebration to other countries and increase tourism. I believe that the entire event is a great way of creating a sense of community within the audience, from the great attitudes all around and events done in close proximity and everyone releasing their lanterns up at night in solidarity. Insights Creating an event that is fun and welcoming to all is a great way to teach people about customs and traditions, because they do not feel pressured into it and it does not feel forced. Exploring new terrain is even more enjoyable when none of the customs are familiar. How might we be able to make this event more enjoyable to people who are not already familiar with any of the aspects of it? 04
> Logo Sketches Event/Festival Branding | Pingxi, Taiwan
05
> Type Studies Event/Festival Branding | Pingxi, Taiwan
06
> Color Studies Event/Festival Branding | Pingxi, Taiwan
狗 狗 07
> Final Logo Presentation Event/Festival Branding | Pingxi, Taiwan
08
> First Stationary Presentation Event/Festival Branding | Pingxi, Taiwan
09
> Final Stationary Presentation Event/Festival Branding | Pingxi, Taiwan
10
> Initial Poster Sketches Event/Festival Branding | Pingxi, Taiwan
11
> First Digital Poster Studies Event/Festival Branding | Pingxi, Taiwan
21 8
BEGINN GN INGS NG
year of the
PINGXI, TAIWAN 6:30-9:30 PM MARCH 2, 2018
PINGXI, TAIWAN 6:30-9:30 PM MARCH 2, 2018
a sky lled with
21 8
year of the
PINXGI
DOG PINGXI, TAIWAN 6:30-9:30 PM MARCH 2, 2018
21 8
LANTERN FESTIVAL
21 8
PINGXI, TAIWAN 6:30-9:30 PM MARCH 2, 2018
12
> First “Final” Logos: Old Direction Event/Festival Branding | Pingxi, Taiwan
PINGXI, TAIWAN 6:30-9:30 PM MARCH 2, 2018
create a new
PINXGI
LANTERN FESTIVAL 6:30-9:30 PM
MARCH 2, 2018
21 8
13
BEGINNING 21 8
> New Poster Direction Variations Event/Festival Branding | Pingxi, Taiwan
The taiwanese Tourism Bureau presents
Pingxi
lantern festival
Pingxi lantern festival
MARCH 2, 2018
Pingxi lantern festival
6:30-9:30 PM
March 2, 2018
6:30-9:30 PM, Pingxi, Taiwan
Pingxi lantern festival 3.6.2020 pingxi,taiwan
21 8
21 8
Pingxi lantern festival MARCH 6, 2020
The taiwanese Tourism Bureau presents
Pingxi lantern festival
MARCH 6, 2020
The taiwanese Tourism Bureau presents The taiwanese Tourism Bureau presents
Pingxi
Pingxi
MARCH 6, 2020
MARCH 6. 2020
lantern festival
lantern festival
The taiwanese Tourism Bureau presents
Pingxi lantern festival
The taiwanese Tourism Bureau presents
Pingxi lantern festival MARCH 6, 2020
6:30-9:30 PM
MARCH 6, 2020
14
> Final Posters Event/Festival Branding | Pingxi, Taiwan
15
> Initial Grid Study for Program Event/Festival Branding | Pingxi, Taiwan
16
> Final Program Presentation Event/Festival Branding | Pingxi, Taiwan
17
> Final Program Presentation
eventaiwan.tw 136 Nanshanping New Taipei City. Xinbei 22641
eventaiwan.tw 136 Nanshanping New Taipei City. Xinbei 22641
18
> Festival Tickets Event/Festival Branding | Pingxi, Taiwan
general ADMISSION MARCH 6, 2020
march 6, 2020 pingxi, taiwan
19
VIP ADMISSION MARCH 6, 2020
march 6, 2020 pingxi, taiwan
> Street Banners Event/Festival Branding | Pingxi, Taiwan
20
> In-Context Imagery Event/Festival Branding | Pingxi, Taiwan
21
> Conclusion Event/Festival Branding | Pingxi, Taiwan At the end of this project, I feel satisfied with what I have created, but surely now see many ways in which I could improve upon the project and make some of the designs even stronger. Although I did have a lot of trouble having to rethink and create a whole new idea and style for the festival, I think that it was ultimately the best choice. Although it may not look extremely traditional, that is what I was going for with my original ideas. I wanted this festival to stand apart from other Chinese New Year and lantern festivals, and look friendly and welcome for everyone. And I surely believe that I have done that.
22