Festival Identity and Art Direction
WA
Challenge
Our studio was tasked to create an identity for a new Japanese cultural festival in Lithuania from scratch. The title – WA – has many meanings in Japanese, but semantically is not recognisable for Lithuanian ear. So, how to convey the japaneseness without stereotypical fonts?
Idea
We tangled the W to remind the clouds clouds of Ukiyo-e paintings, and embedded a rather iconic shape of Fuji-san to the letter A.
For posters and social media, we developed an identity with abstract shapes that would be reminiscent of Japanese traditional culture: sakura petal, hand fan, bonsai tree, etc. We bonded these shapes with strong and easy-to-read typography, vibrant pictures and white backgrounds.
