AIGA Design & Branding HEAVENLY DRAGON LEADS THE WAY by COLLINS

Adsarchive » Design & Branding » AIGA » HEAVENLY DRAGON LEADS THE WAY

HEAVENLY DRAGON LEADS THE WAY

Pin to Collection
Add a note
Industry Business equipment & services, Corporate Image
Media Design & Branding
Market United States
Agency COLLINS
Creative Director Leland Maschmeyer
Released February 2012

Credits & Description

Category: Posters
Advertiser: AIGA CHINA
Product/Service: AIGA CHINA
Agency: COLLINS:
Senior Designer: Matt Luckhurst (Collins)
Creative Director: Leland Maschmeyer (Collins)
Chief Creative Officer: Brian Collins (Collins)
Media placement: Poster - National Museum Of China - February 23, 2012

Describe the brief from the client
The Chinese government, Polo Arts, and AIGA China held an international design exhibit in Beijing to celebrate the Year of the Dragon. The organizations asked our firm to submit an entry.

Describe the challenges and key objectives
Submit an art piece celebrating the year of the dragon.
Audience: China’s design community.

Describe how you arrived at the final design
The Chinese Zodiac dragon represents everything grand: big ambitions, powerful ideas, ornate decoration, extreme gestures and colourful personalities.
For our piece, we synthesized two art movements dedicated to the grand and the exaggerated: Baroque and Memphis. From Baroque, we drew its strategy of overly ornate composition and grand scale. From Memphis, we pulled its bold colours and extreme patterns. Our hope was that our towering 7ftx2ft Water Dragon conveyed the enthusiasm and grandeur of this legendary creature.

Give some indication of how successful the outcome was in the market
The poster was the largest format of the exhibit. It’s ornate geometric forms and composition helped the piece stand out among the other artwork