In collaboration with the Chinese Student Scholars Association, I developed a comprehensive promotional campaign for China Night 2025, a cultural dinner event celebrating the Chinese New Year. The campaign’s core objective was to generate excitement and visibility across campus while honoring the cultural depth and traditions of the celebration with visual respect and intention.
As with all my projects, the process began with in-depth research. I studied the target audience, content hierarchy, slogan and tone development, color theory, typography, and cultural references to ensure the design would not only look beautiful but also communicate effectively and meaningfully. For this event, I focused on the symbolic nature of the snake, a figure representing wisdom, elegance, charm, and transformation in Chinese culture.
One of the primary creative challenges was achieving the right visual tone: avoiding imagery that felt threatening or overly stylized, while also steering clear of cartoonish representations that might downplay the significance of the event. The final direction balanced sophistication and symbolism, with the snake serving as the central motif. At the client’s request, I also explored dragon-themed sketches, but after feedback and discussion, we returned to the original snake concept.
Once the research phase was complete, I created a moodboard and began sketching concepts, which were reviewed with the client to ensure alignment with their vision. From there, I moved into digital design, refining typography, color palettes, layout hierarchy, and custom graphics to build a flexible, cohesive visual system that could adapt across platforms.
Project deliverables included:
- Horizontal and vertical digital advertisements showcased throughout campus for two weeks.
- An 8x3 ft event banner displayed in a high-traffic area with an average of over 31,000 weekly views.
- Four 4x5 inch handouts that promote event details and cultural highlights.
- 11x17 inch printed posters distributed on campus.
- Social media graphics designed for various platforms.
- Horizontal and vertical digital advertisements showcased throughout campus for two weeks.
- An 8x3 ft event banner displayed in a high-traffic area with an average of over 31,000 weekly views.
- Four 4x5 inch handouts that promote event details and cultural highlights.
- 11x17 inch printed posters distributed on campus.
- Social media graphics designed for various platforms.
This project demonstrated my ability to create a visually compelling, culturally sensitive campaign that was strategically executed across multiple formats. It also reflects my design philosophy: that good design is grounded in research, collaboration, and purpose—not just aesthetics.
