This brief was about creating and designing the identity for the Chinese New Year 2020 festival celebrated in the city of Melbourne.

Since the brief was very flexible and allowed some experimentation, I decided to utilize many of the common elements associated with China and their New Year and use them in a sort of exaggerated form. The objective with this was to create excitement and attraction to something that it’s usually communicated in a more traditional style.

Additionally, along with the graphic elements exaggeration, I also decided to utilize a tone of voice that it’s somehow funny and playful, but taking care of not turning it into a joke and diminishing the seriousness of this celebration for Chinese people.