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This project is a labor of love that I undertook in my free time. I aimed to create an engaging and impactful visual brand campaign to promote tourism in Chongqing. With a deep personal connection to this breathtakingly beautiful city, I saw this as a chance to introduce its wonders to a broader audience. My goal was to establish a consistent visual identity that resonates across various marketing and promotional materials.
At the outset of this project, I developed two distinct art directions. The first, titled "Mysterious Asian Beauty," focuses on the city's skyline, highlighting how Chongqing seamlessly blends ancient and modern elements. The second direction, "A Taste of Chongqing," targets culinary enthusiasts and showcases the city's vibrant food scene.
While most of my projects feature bright and clear UI, this time I wanted to challenge myself by embracing a darker aesthetic. Compared to the second direction, the first one incorporates more traditional elements while still maintaining a trendy, modern feel.
Chongqing, a vibrant city steeped in history and culture, is renowned for having the best night views in China. It offers an extraordinary array of nighttime experiences, from ancient Chinese dramatic art performances to modern cruise rides along the Yangtze River. My campaign highlights these night tours in Chongqing, revealing the "dark side" of the city. The goal is to showcase the stunning blend of ancient cultural heritage and modern amenities that make Chongqing a truly unique destination.
The target audience for my campaign is individuals aged 19 to 30, adventure seekers, and Instagram enthusiasts like Alice. Alice is someone who has traveled extensively but has never explored China. She is looking for a destination with a completely different cultural background and is eager to escape the ordinary. This campaign is designed to attract those who crave new experiences and are drawn to unique, visually captivating locations.
For the visual style, I aim to achieve an edgy yet sleek look that blends traditional elements seamlessly. The design will be image-heavy to create an adventurous and immersive experience. The color palette is inspired by the rich hues of the Forbidden City, evoking an atmosphere of mystery and elegance. This combination of bold imagery and sophisticated colors will transport viewers to the heart of Chongqing's unique cultural and historical landscape.
The logo draws inspiration from ancient Chinese seals, transforming the Chinese character 渝 ("Yu," the abbreviation for Chongqing) into the shape of a maze. This design symbolizes the intricate and captivating nature of the city, merging traditional elements with a modern twist.
To ensure a consistent visual style as part of the branding, custom illustrations were developed. These illustrations help unify the campaign's aesthetic, reinforcing its unique identity and enhancing its overall appeal.
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Send me an Email Hello.IreneLiDesign@gmail.com
© 2024 Made with ❤ by Irene Li
