SUMMER PALACE TOUR Brand Design

SUMMER PALACE TOUR Brand Design

SUMMER PALACE TOUR Brand Design is an innovative visual communication project that exemplifies the fusion of traditional Chinese architectural heritage with contemporary design aesthetics, created to commemorate the 110th anniversary of a significant cultural landmark's public opening. The design employs a distinctive 2.5D artistic style to portray three major architectural clusters, encompassing more than 20 traditional Chinese buildings, utilizing a sophisticated color palette of black, red, and green to create a vibrant visual narrative. This comprehensive brand identity system, which earned a Golden A' Design Award in the Graphics, Illustration and Visual Communication Design category, introduces the novel concept of Small Hand-carry, facilitating an intimate connection between visitors and historical architecture through thoughtfully designed cultural and creative products. The project encompasses a diverse range of materials including publicity materials, office supplies, and souvenirs, featuring specialized printing techniques such as screen printing and gild stamping on carefully selected papers. The design solution addresses the contemporary challenge of integrating commercial products with traditional cultural symbols, successfully appealing to modern consumers while preserving the essence of Chinese architectural heritage. The implementation spans various dimensions, from A1 posters to miniature acrylic key fobs, creating a cohesive brand experience that transforms historical appreciation into tangible, portable artifacts. Developed between July 2023 and January 2024, this innovative approach to cultural branding demonstrates exceptional technical excellence, strategic thinking, and cultural sensitivity, establishing new paradigms for presenting historical landmarks to contemporary audiences.

Brand design, cultural heritage, Chinese architecture, visual communication, souvenir design, contemporary interpretation

— Adam Dawson