Creative Team
CD：Liao Zicheng
D：Liao Zicheng / Liang Zhiying
MD：Wong Kaho
Client
Shenzhen Design Week
Creative Summary
The 2021 Shenzhen Design Week was themed "Design Solving Problems" and showcased the practical and innovative value of integrated design in addressing challenges. The main exhibition venue was located at Shenzhen Upperhills. As a significant component of the "Design·Guochao" section of the 2021 Shenzhen Design Week, China TDC 2021 focused on the theme of "Using of Type". It emphasized the application of design in problem-solving, while also inheriting the essence of Chinese traditional culture and exploring contemporary cultural elements in the urban context, with a particular emphasis on the specific applications of typefaces in society and daily life. The main visual design for China TDC 2021 revolved around the theme "Using of Type" and took into account the unique context of exhibition activities held in shopping malls, with the intent of providing the public with a more open and engaging visual experience. We transformed the latin letters and Chinese characters into the form of balloons, not only to respond to the theme through a metaphorical approach but also to create a sense of familiarity that breaks the boundaries between design exhibitions and the public. Furthermore, we explored different attributes in the application of the text, including 2D, 3D, motion graphic, and tangible materials, in order to adapt the diversity of media and potential applications.
