EVIL MONSTER: Tzaiwu graduation

Campaign Design, Posters, Motion

Client ︎︎︎ Tzaiwu Residential College
Year ︎︎︎ 2020
The 2020 Tzaiwu College Graduation Ceremony is titled “Evil Monster” as it sounds a lot like the number 2020 in Chinese. I created a mascot monster that is not as creepy as it would be disrespectful to the graduation yet still matches the theme and is perfect for making merch.

The number “20” in Chinese sounds a lot like “Evil Spirit”. Though it is creative to make it the theme of the ceremony, it would be taboo if the design looks too creepy and “evil”.

The mascot is a likable evil monster that can use its head that shapes like a graduation hat to switch between its good and evil sides. As the ceremony could be split into two sections, one in the day for parents to join, one at night for students only, we also want to represent that and use it as the idea for the stationaries and merch.

The monster mascot has a shape of a graduation hat, while it serves as an on/off switch for the good/evil sides, it also represents the two ceremonies (day/night) for parents+students and students only.
Two sets of merch were created, and the mascot was a great, recognizable visual for the ceremony, as it could transform into street signs, pictograms, boards for stickers and games, etc.

As it is easy to draw, students even start to draw their own versions of the mascot as promotions.

Through the process of drawing and recreating, students have connected themselves to the mascot, the theme, and eventually the graduation ceremony.

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