Type of entry: Environmental Design
Category: Environmental Design: Semi-Permanent
Advertiser: SGDA & LOOOK
Product/Service: GRAPHIC DESIGN EXHIBITION
Agency: SENSETEAM Shenzhen, CHINA
Creative Director: Hei Yiyang (Senseteam)
Designer: Hei Yiyang (Senseteam)
Designer: Liu Zhao (Senseteam)
Designer: Qin Lang (Senseteam)
Designer: Zhao Meng (Senseteam)
Designer: Zhan Ting (Senseteam)
Designer: Huang Moqiu (Senseteam)
Designer: Li Jia (Senseteam)
Photographer: Zhang Qing ()
Brief Explanation:
The X exhibition is an international graphic design exhibition. 11 young designers were recommended by the 5 judges of GDC 07 to participate in showing their work.
We were given the brief to explore the idea of providing a graphic identity/system that would take form as semi permanent installations that could be placed all over the city and incorporated into the exhibition space itself - spreading the creative energy and electricity of the exhibition and it's 11 young up and coming designers.
We came up with the idea of using lighting tubes to emulate digital characters/pictograms, out of which was born a unique typography 'characters of light' that became the signage, branding, poster - the overall capaign indentity. Also symbolising the creative energy flow and thoughts of the young artists involved.
Describe the brief from the client:
The 'characters of light' were sent to every corner of the city, where we were able to produce posters, ads and create a massive buzz for the exhibition.
'The characters of light' were finally installed at the exhibition, functioning as branding/signage, which also helped to illuminate the gallery space.
Description of how you arrived at the final design:
We chose modulating tube with emanative light to be luminous body. 30cm, 60cm and 90cm are the three main fixed mode of modulating tube. They become the basic size of presenting graphic images, spelling the exhibition theme and all the names of designers in markets, villages in city, bridges, car parks and old roof and so on. People pass the quiet luminous bodies, connecting the exhibition theme and the city. These series of images express the power of the creative group in the city.
Using lighting to create characters and pictograms we created unique branding and signage systems. 'The characters of light' were also installed at the exhibition, functioning as branding/signage which also helped illuminate the gallery space.
Indication of how successful the outcome was in the market:
Using 'The characters of light' we were able to create such a buzz around the city, it was hugely publicised in the media -widely covered by newspapers, design magazines, TV and blogs. Designers were able to discuss and explore the relationship between the exhibition and society, how it betters the influence on Shenzhen designers and society.
The Design & Branding titled X EXHIBITION was done by Senseteam Shenzhen advertising agency for product: Graphic Design Exhibition (brand: Sgda & Loook) in China. It was released in the Jun 2010.
Design & Branding