Hong Kong has abundant forest assets that include both natural greenery in urban and rural areas, as well as the network formed by different landscaped areas planted with trees and vegetation, forming the backbone of an urban forest. My role was to help create the branding and do all the visual. I created the tree characters from zero, and decided the brighten colour scheme. I have the freedom to create the typography for logo. The event is successful and client is happy for it.
Brief
Brand Statement
Urban Forestry is not only 'eco-friendly', but also a concept of 'how to make a nice environment between forestry and urban development', so that ensures the city thrives as a liveable and healthy city.
Target Audience
Family and kids
Campaign goals
Let Hong Kong people understand the work in Urban Forestry by telling them how could the concept be running in our environment.
Idea
1. Creating characters to draw the kid's attention
2. Creating some meaningful games that make the complicated knowledge simple for the public to understand
3. Presenting the large information on a panel with an infographic that makes it be more interesting
Key Message
Providing the comfort, functional and stylish environment in urban development
Advertising Medium
Pop-up shopping mall exhibition
Tone
Fun, Lively, dynamic and energetic
Strategy
To draw the public attention, we create the friendly environment for the event, we create some games about the knowledge of urban forestry; and colourful graphic would be attractive.
Logo Direction
For presenting the forestry concept, green and leaf are the elements. So, I try to use green to be main colour. And make the concise leaf shape to be details. To make it more interesting, I try to use wood graphic between the Chinese words.
Design Direction
The target audience is for the kids, character is the best method for showing the message, so the project decided to design some characters. Below are them. They represent different types of trees; and our team create nickname for them, so that kids can be remember them easily.
Below is the key visual
Infographic
Bilingual information board
Beside the games, I also designed the information board for visitors who may not kids or parents to know more about the details of the project. The boards are bilingual with English and Traditional Chinese.
Graphic Application
Overall
The event attracted many visitors, not only family with kids but also single adults. They enjoy reading the panels and playing the games.
Below are the photos of the exhibition day.
