SGDA Design & Branding X EXHIBITION by SenseTeam

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market China
Agency SenseTeam
Designer Hei Yiyang, Liu Zhao, Huang Muqiu, Zhao Meng
Photographer Zhang Qing
Released December 2009

Credits & Description

Category: Typography
Advertiser: SGDA
Date of First Appearance: Dec 4 2009 12:00AM
Entrant Company: SENSETEAM, Shenzhen, CHINA
Creative Director: Hei Yiyang (SenseTeam)
Designer: Hei Yiyang (SenseTeam)
Designer: Liu Zhao (SenseTeam)
Designer: Zhao Meng (SenseTeam)
Designer: Huang Muqiu (SenseTeam)
Typography Designer: Hei Yiyang (SenseTeam)
Typography Designer: Liu Zhao (SenseTeam)
Photographer: Zhang Qing (Zhang Qing Photograph)
Media placement: Typography - Shenzhen - 04/12/2009
Media placement: Poster_a - Shenzhen - 04/12/2009
Media placement: Poster_b - Shenzhen - 04/12/2009
Media placement: Space - Shenzhen - 04/12/2009

Describe the challenges and key objectives
X exhibition is an international judges’ nomination graphic design exhibition. The 11 young designers are recommended by the 5 judges of GDC 07. Their works involve environment, multi-media, installation, video, experimental music, product, poster, book, animation and so on. At the beginning of curating the exhibition, from communication with designers to VI system, from exhibition environment plan to final promotion, the process is full of fun and challenges. It is a logic system for design. We hope to employ a medium to solve the lighting problem and separate different designers’ works.

Describe the brief from the client
The design energy is sent to every corner of the city through unique design language. The passages made by modulating tubes separate various exhibitors as signage system and demonstrate the essential power the works without to much decoration and provide participants with endless thoughts and creativity. The 'characters of light' also solve the lighting problem.

Describe how you arrived at the final design
We decide to use light in X Exhibition. It takes the place of pictograms, language and the signage system for the exhibition and also solve the lighting problem. We create a unique system of typeface— 'characters of light', choosing modulating tubes to be in the whole exhibition and VI system.

Give some indication of how successful the outcome was in the market
It’s widely covered by newspapers, design magazines, TV and blogs. Designers discuss and explore the relationship between the exhibition and the society. It betters the influence on Shenzhen designers and the society.