Design Brief
To celebrate the culture and tradition of Asian heritage, I developed a fictional festival that promotes Asian heritage through fashion. This festival will be held at Union Station where I created way finding signage and landmarks, as well as a brand identity for this festival.
About + Inspiration
Fashion District is a festival embracing Pan-Asian heritage through traditional clothing, cultural activities, and cuisine. Activities include the main fashion show of traditional wear, a cultural exhibition displaying textile handiwork, food trucks from different countries, and various booths including henna tattoos, a tea taste testing, origami, calligraphy, weaving baskets, and clothing donations.
These images are my inspiration of how I envision the festival to look like. Drawing from these visuals and research on colors significant to pan-Asian cultures, I chose red, yellow, blue, and gray. Red and yellow symbolize southern and eastern Asia, while blue represents western Asia, with gray serving as a neutral complement.
For the brand identity, I opted for a decorative typeface to reflect the intricate designs of traditional clothing, paired with a condensed sans serif to provide balance.
The elements I used as a pattern from illustrated clouds have deep roots in traditional Asian art, especially in East Asian painting and textiles. I stylized these clouds in different variations to enhance the overall composition and convey a sense of movement. The following signs are projected mockups that I have created where they will be set up around the event location to help festival-goers navigate around Union Station.
I also created a set of photo opportunities featuring various backgrounds for festival-goers to take photos in their traditional clothing or regular outfits. Alongside this, festival-goers will receive a specialized ticket and scarf to commemorate the event.
