YEIJI
CHO
Graphic Design l Branding
Mardi Gras Gala
Annual Business Award
ART DIRECTOR / GRAPHIC DESIGNER: YEIJI CHO
The Needs
This project was run by the Markham Board of Trade, which is a Markham’s premier business association. They create opportunities and economies to build a stronger community for the local business. The client holds the Annual Business Excellence Awards Gala at every end of the year and invites local businesses to attend.
Since the fest Mardi Gras was not familiar to Canadians, the key challenge was to let the audience catch the vibe. Instead of using masks, beads or performers, which are the common associations of Mardi Gras used in other designs, this project was built on the emotions from the fest: Excitement, Enjoyment and Energy. The colours, green, yellow and purple, however, stay loyal to the Mardi Gras colour scheme.
Main Colours
Green: C85 M20 Y100 K5
Yellow: C5 M20 Y100 K0
Purple: C65 M95 Y5 K0
A Pattern with Exuding Energy
With those feeling, I created some shapes and built a pattern used as a background and the main feature of the design. This pattern makes a rhythm and it evokes feelings; excitement, energy and enjoyment. The design should visually stick to the fest so that the three main colours were perfect, but at the same time, since the colours are too vibrant, it needed one more colour for the balance and it was navy.
With those feelings, I developed a series of shapes and a pattern as the background and the main feature of the design. This pattern generates movements that evoke the mentioned emotions: excitement, energy and enjoyment. Even though the design sticks to the Mardi Gras colour palette, I wanted to add a touch of a colour navy to balance and not to make the visual too vibrant.
Sub Colours
Navy: C100 M100 Y30 K20
