June 2024 - November 2024
Illustration, Editorial design, Social media assets
Mr. Abe Kit Au
Harmony The Musical is a cultural production commemorating the 100th anniversary of Canada’s Chinese Immigration Act. It brings to life the hardships faced by Chinese immigrants under exclusionary laws. The project required a visual identity that could carry historical weight while remaining approachable and cohesive across marketing, editorial, and on-site touchpoints.
I collaborated with this passionate team to create visuals that translate the musical’s themes: collective resilience, migration, and remembrance, into a consistent visual language across print, digital, and environmental applications.
Challenge
The key challenge was to build a strong visual identity for the musical before many production elements were finalized.
The client wanted to showcase the dedication of the entire 18 cast members by featuring them all on the poster. However, at the time of concept development, costumes, set design, and photography were still in progress.
A screenshot of my Pinterest moodboard
Brand Concept
Without photos, illustration became the foundation of the visual identity.
Rather than relying on individual portraits, the illustrated approach emphasizes collective presence, shared experience and community. I researched historical fashion from the era to create accurate silhouettes and details, ensuring cultural and historical sensitivity without tying the brand to specific character depictions.
The identity also uses symbolic landscapes. Mountains and prairies represent Alberta, the setting of the story. This also reinforces themes of migration and settlement.
This approach allowed the brand system to represent all cast members equally and adapt to production changes.
Key Poster
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Promotional postcard
Digital and Printed Event Program
The event program is a 36pp booklet. I set up a grid layout consisting of multiple sets of grids to accommodate different layout needs across pages. This approach ensures consistent design and layout throughout the program.
A digital version has been uploaded to the musical production's website.
Grid system for this event program booklet
Thank You Card
A reusable thank-you card template was designed for sponsors and supporters. The template allows the client to add personalized messages for sponsors and supporters.
Backdrop & Stage Banners
Large-format backdrops and digital banners were designed for the venue entrance and stage projections. These pieces brought the brand into the physical space, strengthening recognition and prompting audience engagement.
Backdrop at the venue entrance
As a designer, I'm thrilled to see everyone taking pictures with the backdrop and event program!
Digital banners for projecting on the stage
Digital & Social Media System
Youtube channel banner optimized for multiple screen sizes
Canva Templates for Instagram Posts and Email Headers
These templates let the team keep the brand consistent and allow non-designers to create content.
Thanks for checking out this project! I'm adding more content on this page so please stay tuned!
If you have any questions, just shoot me a message and I'll be happy to share more details
about this exciting project right away :)
Meanwhile please feel free to view my other projects!
- Nov, 2024
