Revitalizing high fashion with youthful rebellion
Ever since 1996, Lunar Gala showcases brilliant artistry in design, modeling, production, and dance performance to live audiences exceeding 1200 people. In 2022, the show makes an in-person redebut post-pandemic with a theme that returns to, and embraces our inner child.
Role: Head of Print and Brand Design
Skills: Art Direction, Creative Management, Print Design, Brand Identity, Design Systems
Team: Maggie Ma, Francis Park, Charmaine Qiu, Jacky Lococo, Ricky Chen, Ethan Yang
Duration: 8 months
Dive into a candid recap of our process, output, and my reflections on leading a design team
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MY ROLE
Crafting a visual system for the largest fashion event in Pittsburgh
As Print and Brand Design Head, I directed the visual and physical manifestation of the show. I closely managed the production team, art directing all print and digital deliverables and overseeing the cross-functional use of all branded assets.
Our team took advantage of recruitment promotion to familiarize ourselves with the sophisticated and photo-centric Lunar Gala brand. We embraced Lunar Gala’s avant-garde chic with diverse promotional applications of the brand.
Our team took advantage of recruitment promotion to familiarize ourselves with the sophisticated and photo-centric Lunar Gala brand. We embraced Lunar Gala’s avant-garde chic with diverse promotional applications of the brand.
A THEMATIC THAT SCALES
In 2022, Lunar Gala returns to a place of unbridled discovery and wonder
Unlike past shows, the Creative Team sought out to differentiate Lunar Gala’s approach to branding fashion with a touch of youth. I had the privilege of guiding explorations on this thematic for 3 months, arriving at a memorable visual identity that scales.
Our unique challenge:
Strike a delicate balance between the elegance of high fashion and the whimsicality of youth.
Gradients and thin-stroke patterns soften and add sophistication to our bright and expressive color palette. Illustrations existed in 3 distinct forms.
The garden is populated with an assortment of distinctive flower species. Take a closer look at our illustrated assets (the Botanical Bible Book) and observe elements of the human body take part in the mystical garden.
DIGITAL PRESENCE
Show promotion began on the screen
Social media was a crucial element in Lunar Gala’s approach to PR. We utilized both Facebook and Instagram.
I devised a 5-week show reveal strategy via Instagram, the most popular social media platform among college students. Across recruitment and promotion, we made over 28 posts with corresponding stories.
I devised a 5-week show reveal strategy via Instagram, the most popular social media platform among college students. Across recruitment and promotion, we made over 28 posts with corresponding stories.
The Eternal Garden website provided additional information to prospective attendees prior to show day. Check it out here.
I worked with the Web team leads in providing assets and setting composition standards that aligned with our brand.
I worked with the Web team leads in providing assets and setting composition standards that aligned with our brand.
Similarly, the Motion Team relied on our team’s asset library to bring the illustrations to life in the minute-long show teaser.
PHYSICAL PRESENCE
An in-person experience was in the works
We created tabloid-size show posters to generate hype for the show across campus in the final week before show day. On show day, a larger show poster and eight wayfinding posters guided and welcomed guests into the venue.
At a trim size of 6 x 8”, 44-page embossed booklets provided an intimate look into the designers’ pieces and acknowledged the people that made the show happen.
This is where we were challenged to extend our type system to communicate more information. Booklet production also bridged our illustrated assets and expansive color palette with photography.
This is where we were challenged to extend our type system to communicate more information. Booklet production also bridged our illustrated assets and expansive color palette with photography.
Themed long-sleeve shirts and tote bags were sold before and on show day. We took advantage of our flexible illustration system to convey a simple whimsy that catches the eye.
We made black short-sleeve shirts for internal members—they made their first appearance at curtain call.
HOW WE MADE IT HAPPEN
Managing a creative team made me a better designer and collaborator
With the uncertainty of the pandemic, virtual precedent of the 2021 show, and team members all over the world, the Creative Team adopted a hybrid mode of work.
Team cohesion was especially important to me.
Our internal team primarily met in-person. We used collaborative tools like Figma, Slack, Google Drive, and Zoom to manage the influx of deliverables and inter-team communications.
Our internal team primarily met in-person. We used collaborative tools like Figma, Slack, Google Drive, and Zoom to manage the influx of deliverables and inter-team communications.
As crucial as cohesion is to effective teamwork, I also emphasized the importance of play and encouraged broad investigations of what youth meant to us.
Upon reflection, it was the divergence of ideas that brought us closer to an identity that resonated with our audience and stood out from the norm.
Upon reflection, it was the divergence of ideas that brought us closer to an identity that resonated with our audience and stood out from the norm.
It was important to me that every team member’s interests were recognized and strengths, leveraged. Thus, come production, I created sub-teams for poster, signage, booklet, social media, and merch.
I provided logistical guidelines, conceptual jumping-off points, and critique that preserved the integrity of our brand, so the team can work their magic.
At weekly Creative Team standups, I summarized the team’s efforts, then synthesized actionable steps from high-level direction. With this system, we were able go above and beyond the abundance and breadth of deliverables expected from us.
At weekly Creative Team standups, I summarized the team’s efforts, then synthesized actionable steps from high-level direction. With this system, we were able go above and beyond the abundance and breadth of deliverables expected from us.
This experience made me realize how empowering a leadership role could be. The process of dissolving exploration into a concise yet resilient brand was very challenging. However, my team’s commitment to the process and growth across the 7 months inspired me to keep going. 🌷