LUNAR NEW YEAR 2023
Branding + IdentityThe Nelson-Atkins Museum of Art’s annual Lunar New Year festival returns for 2023 with “Year of the Rabbit”. The design direction keeps tradition with past years via the color scheme but reimagines the overall feel typographically and with a celebratory branding system. The primary visual element—the rabbit—needed to host many variations for a range of uses across the museum, physically and digitally. The 2023 branding is fresh and fun with its arched typography. Additionally, the branding celebrates the many cultures who celebrate the Lunar New Year. Signage, social media assets, and print were developed.
CHALLENGE
Develop a strong art direction that incompasses the multi-cultural celebration of the Lunar New Year. Using the previous years of branding as inspiration.
APPROACH
The approach was to research and use the multicultural background surrounding the Lunar New Year. Working with members from the Nelson-Atkins’ Graphic Design and Learning and Engagement departments
Develop a strong art direction that incompasses the multi-cultural celebration of the Lunar New Year. Using the previous years of branding as inspiration.
APPROACH
The approach was to research and use the multicultural background surrounding the Lunar New Year. Working with members from the Nelson-Atkins’ Graphic Design and Learning and Engagement departments
The arched typography is playful while creating space for the star of the brand identity: the rabbit.
In celebration of the multicultural experience that is the Lunar New Year, the goal was to embrace motif and iconography from Asia with inclusivity in mind.
Signage being the primary way of navigating the festival, the identity had to be flexible
to differing displays both physically and digitally.
