Rocking Japanese street culture, designed for people
As a team of two brand designers, we were assigned to bring brilliance back to Fort Canning Park, as many shops were hit by the pandemic. As Liang Court also closed down, we decided to start a Japanese street cultural event at Fort Canning Park.
Initial brainstorming for the event were done as a pair, but all art direction, branding, execution shown here were designed by me.
Sector: Design, Events
Role: From branding to copywriting, mock-ups and marketing strategy
Project time: 1~2 months
Problem statement: How might we design a memorable Japanese street culture event for people?
Key visual for Street Nihon's "Made to Move" Event
My deliverables:
• A 41-pager brand guideline detailing logo orientation, typography, usage, colour palette and marketing strategy
• A blend of physical and digital visuals including staff lanyards, merchandise
• A key visual (poster) to promote the event
• A blend of physical and digital visuals including staff lanyards, merchandise
• A key visual (poster) to promote the event
Challenges faced:
Appropriateness — In my initial 50+ sketches, I chose to focus on associating the brand with "Japanese" elements. The end result was less than ideal as they belonged more with food & beverage restaurants rather than an event. After, I focused on the "Urban" feel of streetwear while being inspired by how friendly Uniqlo's brand comes across.
Uniqueness — Initial logo sketches didn't look as memorable or mysterious as the final logo design. I chose to play with symmetry to showcase the fluidity and limitless movement that street dance usually embodies.
