Wayfair

Rebranding the Wayfair identity for greater versatility and increased user engagement

BRANDING & IDENTITY

 

THE PROBLEM

The Korean Harvest Festival (KHF) is a free annual event that takes place at Mel Lastman Square in North York, Toronto. KHF gathers individuals of all backgrounds to experience the culture of Korean thanksgiving through fun events and activities. The challenges of KHF's current brand identity is that it caters to English-speaking audiences, which is evident across all brand applications. The visual concept further places a heavy emphasis on the idea of harvest, which is inconsistent to the actual activities taking place in the festival. 

ROLES

Branding & Identity 
— Research, Ideation, Visual Design, Motion Graphics

TOOLS USED

Illustrator, Figma  After Effects, 
InDesign

TIMELINE

May — June 2020 
(1+ months)

TEAM

DESIGN CHALLENGE

How might we rebrand the Wayfair identity in a way that allows greater versatility across all applications and increases user engagement? 

THE SOLUTION

The rebranded identity is called Hangawi. Hangawi promotes a bilingual identity that gives equal value to English and Korean language. It delivers a brand experience which expresses KHF's original mission of bringing awareness to both traditional thanksgiving culture and modern Korean culture. Inspired by traditional symbols such as rabbits and the full harvest moon, the visual system reflects a strong cultural significance across all brand applications.

FINAL DELIVERABLES

20" x 30" Poster, 11" x 17" 8 Panel Double-sided Pamphlet, Printed & Digital Tickets, Press Passes, Digital Assets 

Poster

1/2

Pamphlet (Outside)

1/2

Pamphlet (Inside)

Digital Ticket

Printed Ticket

Web Landing Page: Korean

Web Landing Page: English

Press Passes

THE DESIGN PROCESS

INITIAL RESEARCH 

I started by looking at cultural information relating to the celebration of Korean thanksgiving, as well as the overall theme and dynamic of this event. This helped direct me towards how to best approach the target demographic. 

MODERN KOREAN CULTURE

One of the reasons this festival has such a huge turnout is due to the Hallyu (Korean Wave) phenomenon. This term is used to refer to the popularity of Korean entertainment and culture expanding across Asia and other parts of the world. For example, with K-pop (Korean popular music) reaching mainstream audiences in North America, the K-pop dance competition at this festival has become the most popular and must-see event each year.

TRADITIONAL KOREAN CULTURE

Many of the events at this festival are inspired by the culture of traditional Korean thanksgiving, otherwise known as Hangawi or Chuseok. In Korea, many Koreans usually spend the holiday together with their family to share food, stories and give thanks to their ancestors. Forms of entertainment may include traditional performances or traditional folk games.

THEME & EVENTS

The theme of this festival appears to be ‘family-friendly’ and ‘inclusivity.’ There is always something to do for all ages and group sizes, whether it is eating good food, exploring market booths, participating in fun activities, or watching cultural performances.

USER DEMOGRAPHICS & PSYCHOGRAPHICS

This festival is targeted at a wide range of demographics, including all ages, gender, race, location, financial status, etc. There are both activities that require being active and activities that can be enjoyed with limited mobility. The festival targets audiences with an open mindset and social lifestyle. As it is a Korean cultural festival held for the public, the goal is to attract individuals that would be respectful and interested in exploring Korean culture, regardless of their background. The festival is generally outdoors, crowded, and bustling with activity. 

VISUAL IDENTITY & ASSETS DEVELOPMENT

Based on my research, I explored 3 contrasting visual approaches: representational, symbolic and abstract. I then developed custom typography, colour palettes and brand assets for both digital and print applications.   

LOOKING FORWARD 

CHALLENGES & KEY TAKEAWAYS

The biggest challenge I had was working with two languages, as my goal was to have completely bilingual branding with equal hierarchy given to both English and Korean language. After experimenting with typesetting in two languages, I learned how to adapt type design in a way that could truly bridge the communications gaps. 

NEXT STEPS

If I were to revisit this project, I would like to further develop the web and mobile assets. I would also create a visual style guide to ensure the the brand identity can be consistently used across all platforms. 

OTHER WORK

© Tiffany Chau 2020