Ye Zhang's "Joyful Garden Tour" Wins A' Design Award

Reviving Heritage Through Modern Design

Ye Zhang's creative prowess has been recognized at the A' Design Award, where the "Joyful Garden Tour" emerged as a Bronze winner in the Graphics, Illustration, and Visual Communication Design category. This accolade is a testament to the project's innovative fusion of traditional Chinese culture with modern design sensibilities. The event branding, a collaborative effort between the Old Summer Palace and the Summer Palace, attracted an impressive 160,000 visitors on the first day of the Spring Festival holiday, underscoring its success in engaging the public.

What sets the "Joyful Garden Tour" apart is its strategic selection of iconic structures from the Old Summer Palace and the Summer Palace, graphically reimagined to resonate with the audience. The incorporation of Loong, the Chinese Zodiac symbol for 2024, alongside a fresh color palette of blue and pink, symbolizes the rejuvenation of the gardens' storied past. This design initiative not only celebrates the historical significance of the sites but also breathes new life into them, inviting a deeper appreciation of China's cultural heritage.

The production techniques employed in the "Joyful Garden Tour" are as meticulous as its design. Utilizing pearl paper, the printed materials such as brochures and posters feature embossing and silver stamping, adding a tactile dimension to the visual experience. The emblem, crafted with traditional Chinese silver enamel techniques, serves as a bridge between commercial appeal and cultural depth.

Ye Zhang's team, including Art Directors Xingxing Li and Yang Mao, Lead Designer Yuyang Wu, and Designers Yudi Lei, Kaixuan Jia, and Huanxiao Guo, have collectively brought this project to fruition. Their collaborative efforts have resulted in a brand that not only serves as promotional material but also as cherished souvenirs, enhancing the cultural engagement of visitors to the Summer Palace and the Old Summer Palace.

The "Joyful Garden Tour" is more than a fleeting event; it is a strategic brand development that intertwines the allure of traditional architecture with the dynamism of the Year of the Dragon. The project's success has deepened public understanding of the Summer Palace and the Old Summer Palace's architectural grandeur, promoting the spread of traditional dragon culture and invigorating the cultural tourism landscape with youthful energy.

In conclusion, Ye Zhang's "Joyful Garden Tour" stands as a paragon of how design can serve as a conduit for cultural expression and evolution. The project's recognition at the A' Design Award underscores the global relevance of designs that skillfully marry heritage with innovation, setting a benchmark for future endeavors in the realm of brand design.