2020

2024

2023

2022

2021

2019

2018

Advertiser/Brand

Entrant Companies

Pip Lu & Forty Liu

Louie Lu

Shang-Yun Chien

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Design Director

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I have decided to use "light" as the primary visual imagery to avoid the common themes of money and good fortune on most Year of the Rat greeting cards. Light also correlates with a Chinese Legendary creature, the Fire Rat. The Tale of the Bamboo Cutter, a Japanese monogatari, contains Fire Rat folklore, and I believe it would be interesting to tell a story from a different angle.

A lot happened in 2019, from the events in Hong Kong to incorrect information being distributed on social media affecting Taiwan's election resulting in confrontations between groups. We lost a lot, which is certainly unfortunate and upsetting.  The job of a designer isn't only to construct logical and beautiful imagery, but I believe it is also to create hope for society through these visuals and texts. In Star Wars Episode IV: A New Hope, a Resistance soldier asks what is the significance of this card in which Princess Leia answers, Hope. When you have been at your lowest point, that feeling when you are able to see the light at the end of the tunnel is what this card is trying to express.

I used elements, symbols, and plots from Star Wars in my design because I have always enjoyed the Star Wars movie series. I included Easter eggs such as the death star, TIE fighters and x-wing starfighters, and the beam of light from Luke Skywalker's lightsaber in the design. Given the current chaotic situation, maybe we need to reminisce about the good from the past.

This year is the year of the Rat. In Chinese culture, the mice isn't the most popular compared to the other animals in the Chinese Zodiac as it is often seen as dirty and associated with diseases. The use of light and Chinese zodiac is to debunk that stereotype. "The night is darkest just before the dawn, but the dawn is coming".

Silver Winner in Typography for Graphic Design

Gold Winner in Integrated Graphic Design for Graphic Design

2O2O CHINESE NEW YEAR OF RAT | RAT YEAR RISING YEAR  

Indigo Design .css-77mll5{display:block;}@media screen and (min-width: 80em){.css-77mll5{display:inline;}}Award Winners

2018

Indigo Design Award Winners