Roots of Eloquence: CZBank's Youth Speech Contest Visuals

Zhejiang Gongshang University's Ingenious Event Communication Design

At the heart of the CZBank Youth Speech Contest lies a visual concept that is as profound as it is striking. The design team at Zhejiang Gongshang University has crafted an image that resonates with the vibrancy of youth and the depth of cultural legacy. The metaphor of tree roots absorbing nutrients parallels the way cultures are inherited, while the transparency of materials used in the design symbolizes the seamless transmission of intangible cultural values. The central motif—a microphone morphing into a tree trunk—serves as a powerful emblem for the propagation of ideas and the growth of knowledge.

What sets this design apart is its ability to resonate with its young audience, a demographic that is often challenging to engage in the context of traditional banking events. The design's 3D line form, intertwining the microphone with tree roots, creates a dynamic and blended representation that is both aesthetically pleasing and meaningful. This innovative approach not only aligns with the contest's theme of "Inheriting Culture Like Roots, Creating a Better Future" but also demonstrates the event's commitment to fostering a forward-thinking mindset among the youth.

The visual language of the design is a departure from the conventional, bringing a youthful exuberance to the banking sector's cultural initiatives. This strategic shift towards a younger demographic is evident in the design's reception, as it garners recognition and identification from its target audience. The event's main visual has been carefully adapted to various media, including posters, venue branding, and outdoor promotions, ensuring a cohesive and engaging visual experience for all participants and spectators.

Confronted with the challenge of reimagining a traditionally conservative domain, the design team has successfully navigated the creative and technical hurdles to produce a visual identity that stands out. Their work is a testament to the potential of graphic design to bridge the gap between tradition and modernity, and to connect with a generation that is at once rooted in its heritage and eager to shape the future.

The project's timeline spanned from April to June 2022, culminating in the official release of the visuals for the event. The meticulous research and design development ensured that the visuals were versatile and adaptable across different platforms, enhancing the overall experience of the speech contest. The result is a design that is not only visually impactful but also deeply embedded in the event's thematic context.

This exceptional design has not gone unnoticed, earning the prestigious Bronze A' Design Award in the Graphics, Illustration, and Visual Communication Design category in 2024. The accolade is a recognition of the design's creativity, technical excellence, and its contribution to enriching the cultural landscape. As a beacon of innovation and creativity, the CZBank Youth Speech Contest's visual identity by Zhejiang Gongshang University stands as a benchmark for future events, inspiring a new wave of visual communication that speaks directly to the aspirations of the youth.