Campaign Design, BooksYear ︎︎︎ 2018
Client ︎︎︎ Yue Han Literature Award
Traditional Chinese types are complicated and full of different shapes and lines, they can be split apart and shattered to express their hidden meaning as poetic components. This campaign is an event held by the literature award as a celebration of the traditional Chinese letters.
I want to play with Chinese letters only as they are the essence and components of a poem.
For me, the essence of literature is words, so I decided to go back to the words themselves, and visualize abstract texts as words to complete the annual literature award. For example, Xu Peifen’s poem "A gentle kiss is like a comet hitting the earth", which directly transforms the kiss into a colliding comet; in Lin Dayang’s poem, the word "rain" is transformed into majestic rain, which is like a long letter; the visual is Chen Fanqi The sentence "You are the darkest cloud on the border."