Yue Han Literature Awards
Brand Identity, Campaign Design
Client ︎︎︎ Yue Han Literature
Position ︎︎︎ Art Director
Year ︎︎︎ 2018
The
theme of the year's Yue Han Literature Awards is 'Chun', and the original
meaning of the word is: “When Spring is coming, all the hibernating insects
wake up and thrive.”
When Spring is coming, all the hibernating insects wake up and thrive.
I further decompose the word 'Chun' into several different
mandarin characters, and collects real flowers, leaves, plants, moss-like
calligraphy to replace its structure. Aiming to convey a vibrant, bright feeling
as well as the literary imagery of Yue Han Literature Award.
All the Chinese Calligraphy are designed by Yangching Lu. Combine with Chinese poems, the plants on the posters are later used for promotional posts on social media.
All the Chinese Calligraphy are designed by Yangching Lu. Combine with Chinese poems, the plants on the posters are later used for promotional posts on social media.
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I also designed a book that collects
all the awarded works. I chose cotton paper for the cover of the book to
express the feeling of nature and softness through the sense of touch. |
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Printed directly on cotton paper with black ink, the texture of the leaves is expressed through the texture of the paper itself, and the feeling is conveyed in a tactile way. |
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