Design studio of Dorothea Lee
Design studio of Dorothea Lee
Event branding and marketing materials for non-profit Think!Chinatown’s annual Arts Festival, a month-long series of community cultural events in Manhattan’s Chinatown
Goals: create an identity mark for the festival that strikes the balance between coexisting well within this year’s illustration style and stands apart enough to disseminate information. Develop a brand style and templates for marketing outreach
Festival mark references traditional Chinese paper cut art in the style of the frame and largest words, and incorporates rounded and geometric text in both the Chinese and English to match each other and the illustration style. The information is organized so that the two languages feels on equal footing, and a knockout version was created with tweaks that maintain legibility and a similar balance in details and weight for use in video
A brand style was then further developed from that mark and applied across a rapidly designed flyer, bi-fold brochure, and various Instagram post templates with enough flexibility to swap out and feature future years’ illustrations
From top left, clockwise: brochure’s front and back, Instagram post frames alternating which languages come first as well as offering different illustration spots, the knockout logo version, and the interior of the bilingual brochure