Dragonfest is the Pacific Northwest’s largest annual Asian American celebration which takes place in Seattle's Chinatown-International District. I created a fictitious advertising campaign putting focus on the multicultural and family-friendly aspect of the festival. Throughout the research I found out that the current festival is branded in a very western way, and I decided on creating a style that clearly markets the festival as a celebration of Asian culture.
"Kawaii" is a word that is commonly used for "cute" characters which are most likely from Japan but not necessarily. Since it is a concept that many people who're interested in Asian pop culture recognizes, I developed an illustration style in the Kawaii style, as something that people would find approachable and acts as a gate to the various cultures that awaits at the festival.
Visual Design | Branding | Illustration | Animation
Photoshop | Illustrator | After Effects