“Bold Strides” was the theme for the 2022 Year of the Tiger Lunar New Year Festival show produced by Washington University in St. Louis students. This phrase was chosen to represent the spirit of courage and progression that was embodied by this first year out of COVID lockdown. As one of the two Art Directors of the production team, I worked on developing a branding system adhering to this theme, along with social media graphics, original merchandise, and both internal and external printed marketing collateral. Myself and the other art director had an equal distribution of physical workload, but collaboratively brainstormed ideas for each piece. Below, I highlight some of these materials.
I was mainly in charge of designing two print brochures: One being the show program that introduces the performing acts and the charity being supported by the show this year, along with incorporating ads sent by the show’s sponsors (interactive PDF above), and the second being a co-sponsorship brochure sent out earlier in the year in search of these sponsors (interactive PDF below).