Client: Hamazaki Wong Marketing Group
Agency: Hamazaki Wong Marketing Group
Art & Visual Direction
Design & Production Lead
Biculturalism is a body of work Hamazaki Wong Marketing Group has created and is trying to promote to their present and potential new clients.
The ask was to take the concept of Biculturalism and turn it into simple visuals that can be communicated to both English and Chinese speakers. After several brainstorming sessions, my team and I thought the best way to express this is through everyday language, like slang and oral expressions that are used commonly in the Chinese language and also recognized by non-Chinese speakers.
I used the dictionary as a device to help define the creative. By using Dictionary notations, the creative took on familiarity while allowing a playfulness that encouraged engagement with the messages. Like the Dictionary, the design of the t-shirts was deliberately monochromatic but punctuated with typographic flourishes to emphasize words and characters for the greatest effect.
I showed the shirt to a friend and he loved it so much that I gave him one. He also happened to be a really good friend of Vancouver-Based Hollywood Actor Ludi Lin. And After Ludi saw the shirt, he asked for a shirt to wear during his speech at the Inspirasian in Dallas and many other public events promoting Asian culture.