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. This would be the first in-person show since the year-long hiatus caused by the COVID-19 pandemic, and the Lunar Gala Creative team sought an opportunity to create a subversive identity that challenged the aura of exclusivity surrounding Lunar Gala designs. Leading brand, we revitalized the fashion spectacle with a theme that returns to the inner child.
Role: Brand Design Lead
Skills: Art Direction, Creative Management, Print Design, Brand Identity, Design Systems
Brand Team: Maggie Ma, Francis Park, Charmaine Qiu, Jacky Lococo, Ricky Chen, Ethan Yang
Duration: 8 months
MY ROLE
As Brand Design Lead, 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.
Crafting a visual presence for the largest fashion event in Pittsburgh
As Brand Design Lead, 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 UNIQUE DIFFERENTIATOR
The fashion lifecycle starts with recruiting designers. Our team familiarized ourselves with the design standards that preserved the exclusive sentiment and “wow” factor around the show. This was the perfect starting point to break those rules with taste, embracing the creative direction to celebrate youth in the coming show. This year, Lunar Gala would return to a place of unbridled discovery and wonder.
After guiding explorations on this thematic for 3 months, the brand team presented a memorable visual identity that maintains its elegance with scale.
A new look for Lunar Gala
The fashion lifecycle starts with recruiting designers. Our team familiarized ourselves with the design standards that preserved the exclusive sentiment and “wow” factor around the show. This was the perfect starting point to break those rules with taste, embracing the creative direction to celebrate youth in the coming show. This year, Lunar Gala would return to a place of unbridled discovery and wonder.
After guiding explorations on this thematic for 3 months, the brand team presented a memorable visual identity that maintains its elegance with scale.
A robust typographic system that leveraged an iconic display serif, classically-proportioned Garamond variant, and down-to-earth sans serif body typeface.
Gradients and thin-stroke patterns soften and add depth and sophistication to our bright and expressive color palette.
Gradients and thin-stroke patterns soften and add depth and sophistication to our bright and expressive color palette.
Illustration tiers were the key breadth-workers of our visual system.
Depending on the density of the information in ad creative, signage, print, or web touchpoints, we closely managed pattern use, color restraint, and type selection. It was easy to overuse illustrations, which would portray a kitchy and unserious vibe, so we established guidelines that preserved whimsicality in elegant ways.
Speaking of whimsical, we produced an expansive library of illustrated assets that brought The Eternal Garden to life.
Welcome to the Botanical Bible Book.
The garden is populated with an assortment of distinctive flower species. Take a stroll through the flora and and observe the elements of humanity that share a role in the mystical garden.
DIGITAL PRESENCE
Social media was a crucial the Lunar Gala’s marketing strategy. We utilized both Facebook and Instagram to reach our target audience.
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.
Show promotion began on the screen
Social media was a crucial the Lunar Gala’s marketing strategy. We utilized both Facebook and Instagram to reach our target audience.
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 brand team championed best practices for the grander creative expression of the show.
The Eternal Garden website provided additional information to prospective attendees prior to show day. I worked with the Web team leads in providing assets, color, and composition guidance that aligned with the brand.
Check it out here︎︎︎
Check it out here︎︎︎
We also worked with motion designers to curate the assets they brought to life in the minute-long show teaser.
PHYSICAL PRESENCE
Although we considered poster variants, we ultimately stuck with one iconic poster design that became the foundation for variants in web, motion, and social media to build off of.
We created posters in every dimension to generate hype for the show across campus. On show day, a larger show poster and eight wayfinding posters guided and welcomed guests into the venue.
An in-person experience to remember
Although we considered poster variants, we ultimately stuck with one iconic poster design that became the foundation for variants in web, motion, and social media to build off of.
We created posters in every dimension to generate hype for the show across campus. On show day, a larger show poster and eight wayfinding posters guided and welcomed guests into the venue.
Printed booklets were the intimate refuge to engage with the designers’ art.
The Eternal Garden show booklet was 48 pages with a confidently-subtle embossed cover.
The goal was to let the fashion shine. We leveraged generous negative space, controlled grid systems, and curated photography choices. We never combined colored illustrations with designer’s pieces, and used full-flush spreads to express the brand in poetic, storybook moments.
Everyone loves merch.
We created themed shirts and tote bags for audience members to wear and remember The Eternal Garden experience. We used intentional restraint with our illustration system, aiming to convey a simple whimsy that catches the eye.
Black and white is classic Lunar Gala. So we designed black short-sleeve shirts for the Lunar Gala team, which made their first appearance at curtain call.
HOW WE MADE IT HAPPEN
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 dynamics and processes to carry forward
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.
Although most of the creative cohort met virtually, 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.
Although most of the creative cohort met virtually, 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 personal exploration and play — broad investigations of what youth meant to us. Since our audience were people much like us, this approach helped us capture resonance in the brand.
We went super broad — exploring collage, mid-century illustration styles, scanning distortions, using tape, paint markers, photo manipulation, and so much more. However, the turning point was when we stopped responding to the prompt, and started honoring our personal connection to an imaginary world like The Eternal Garden.
This was how we designed a subversive, yet magnetic identity.
We went super broad — exploring collage, mid-century illustration styles, scanning distortions, using tape, paint markers, photo manipulation, and so much more. However, the turning point was when we stopped responding to the prompt, and started honoring our personal connection to an imaginary world like The Eternal Garden.
This was how we designed a subversive, yet magnetic identity.
I operationalized our team based on their interest areas and strengths. Creating project teams for poster, signage, booklet, social media, and merch helped us explore each medium’s affordances in depth.
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 led the brand effort recap, aligned with high-level direction, and advocated for brand cohesion across touchpoints. With this system, we were able deliver on our own objectives, provide resources for interdisciplinary brand needs, and stay adaptable to directional pivots.
At weekly Creative Team standups, I led the brand effort recap, aligned with high-level direction, and advocated for brand cohesion across touchpoints. With this system, we were able deliver on our own objectives, provide resources for interdisciplinary brand needs, and stay adaptable to directional pivots.
Leading a team shaped me to become a better designer and collaborator.
I got a taste of how to advocate for design and your team, and how to manage tensions between creative direction and real-world execution. I also developed skills in operationalizing quality work at scale. This experience taught me better taste and discernment that I continue to carry in my designs moving forward.
My team’s commitment to the process and growth across the 7 months inspired me to keep going. Out of everything I learned and gained from this process, my biggest takeaway was the gratitude for my hardworking team. 🌷
Thanks for reading!
