Visual Brand Identity
Colorado Dragon Boat Film Festival 2024
Industry
Entertainment & Media
Year
2024
Client
Colorado Dragon Boat x Denver Film
Designing the visual identity for the Colorado Dragon Boat Film Festival was a vibrant journey into the heart of AANHPI cultures. Under the theme “Connecting Through Cultures,” the festival celebrated the profound artistry and contributions of these communities, offering a captivating blend of complexity, dignity, and joy.
Relational-Cultural Design: Rooted in Reverence & Respect
In collaboration with AANHPI leadership and festival staff, I embarked on a design process that honored the intricate beauty of the cultures represented. Through open dialogue and feedback, the visual identity celebrated complexity without oversimplification, weaving together motifs and metaphors from multiple lineages with care and respect.
Visual Research & Symbolic Foundation
Creating this identity was a journey of cultural resonance and artistic innovation, navigated through unique challenges. Despite a tight deadline, as well as limited support and resources, I remained committed to cultural sensitivity, curiosity, and authenticity, from conceptualization to execution.
Cultural Visual Research & Design Strategy
I deep dived into AANHPI art history and present, focusing on color schemes, motifs, symbols, aesthetics, textures, techniques, and art movements. Inspired by the Colorado Dragon Boat Foundation's celebration of the Year of the Wood Dragon of 2024, I developed concepts that honored cultural authenticity and aligned with the festival's mission.
Expanding Visual Elements
While Denver Film's marketing direction included origami, I expanded the design to incorporate relevant cultural symbols and textures with an honoring of depth. This resulted in a meaningful, family-friendly, and inclusive visual identity, balancing traditional AANHPI art with modern storytelling techniques.
Symbolic Foundation: Embracing Tradition
The design embraced East Asian woodcut print artistry, celebrating the Year of the Wood Dragon with stylistic and textural elements symbolizing protection, transformation, and visionary strength.
Color Symbolism
Red: Community, vitality, and celebration.
Jade Green: Harmony, healing, and resilience.
Gold: Prosperity, abundance, and shared joy.
Visual Conceptualization: The Art of Connecting through Communities
Two key concept options captured community and cultural connection and resonated with stakeholders:
The Origami Wood Dragon: Honoring the Year of the Wood Dragon, this emblem symbolizes protection and transformation, bridging earth and sky for cultural storytelling. (Concept pictured below)
Neighbors Connecting Through the Frames (Chosen Concept): A filmstrip of windows depicts scenes of community and belonging, inviting audiences to engage with the festival as a mosaic of cultural narratives.
Impact & Resonance: A Triumph of Emotional Connection
The visual brand identity resonated deeply with audiences across platforms, achieving exceptional results despite severe limitation in resources, support, and budget:
30% Increase in Ticket Sales
65% Growth in Social Media Engagement
Festival attendees reported a profound sense of recognition, celebration, belonging, and connection, woven into the festival's narrative of cultural heritage.
Conclusion: A Unified Legacy
The visual identity celebrated cultural connections and nourished lasting emotional bonds, creating a legacy of unity and shared joy.
Designing the visual identity for the Colorado Dragon Boat Film Festival was a vibrant journey into the heart of AANHPI cultures. Under the theme “Connecting Through Cultures,” the festival celebrated the profound artistry and contributions of these communities, offering a captivating blend of complexity, dignity, and joy.
Relational-Cultural Design: Rooted in Reverence & Respect
In collaboration with AANHPI leadership and festival staff, I embarked on a design process that honored the intricate beauty of the cultures represented. Through open dialogue and feedback, the visual identity celebrated complexity without oversimplification, weaving together motifs and metaphors from multiple lineages with care and respect.
Visual Research & Symbolic Foundation
Creating this identity was a journey of cultural resonance and artistic innovation, navigated through unique challenges. Despite a tight deadline, as well as limited support and resources, I remained committed to cultural sensitivity, curiosity, and authenticity, from conceptualization to execution.
Cultural Visual Research & Design Strategy
I deep dived into AANHPI art history and present, focusing on color schemes, motifs, symbols, aesthetics, textures, techniques, and art movements. Inspired by the Colorado Dragon Boat Foundation's celebration of the Year of the Wood Dragon of 2024, I developed concepts that honored cultural authenticity and aligned with the festival's mission.
Expanding Visual Elements
While Denver Film's marketing direction included origami, I expanded the design to incorporate relevant cultural symbols and textures with an honoring of depth. This resulted in a meaningful, family-friendly, and inclusive visual identity, balancing traditional AANHPI art with modern storytelling techniques.
Symbolic Foundation: Embracing Tradition
The design embraced East Asian woodcut print artistry, celebrating the Year of the Wood Dragon with stylistic and textural elements symbolizing protection, transformation, and visionary strength.
Color Symbolism
Red: Community, vitality, and celebration.
Jade Green: Harmony, healing, and resilience.
Gold: Prosperity, abundance, and shared joy.
Visual Conceptualization: The Art of Connecting through Communities
Two key concept options captured community and cultural connection and resonated with stakeholders:
The Origami Wood Dragon: Honoring the Year of the Wood Dragon, this emblem symbolizes protection and transformation, bridging earth and sky for cultural storytelling. (Concept pictured below)
Neighbors Connecting Through the Frames (Chosen Concept): A filmstrip of windows depicts scenes of community and belonging, inviting audiences to engage with the festival as a mosaic of cultural narratives.
Impact & Resonance: A Triumph of Emotional Connection
The visual brand identity resonated deeply with audiences across platforms, achieving exceptional results despite severe limitation in resources, support, and budget:
30% Increase in Ticket Sales
65% Growth in Social Media Engagement
Festival attendees reported a profound sense of recognition, celebration, belonging, and connection, woven into the festival's narrative of cultural heritage.
Conclusion: A Unified Legacy
The visual identity celebrated cultural connections and nourished lasting emotional bonds, creating a legacy of unity and shared joy.
