Scope:
Brand Campaign
Art Direction
Motion Design
Print Design
Metricon Lunar New Year
As Australia’s No.1 home builder for eight years running, Metricon believes in helping their customers "Love where you live".
I concepted and designed a suite of assets for their Lunar New Year Celebration for 2024. A one-night event was hosted at their Somerset show home in Glen Waverley, honouring the Year of the Dragon. Set against a beautiful lantern-lit backdrop, the event featured cooking demonstrations from MasterChef Australia champion Diana Chan.
Growing up celebrating Lunar New Year every year, this festival is something both familiar and dear to my heart. I was excited to create something that felt true to a modern interpretation of traditional Asian design elements. The designs lived across print assets including posters, letters, menus and recipe cards, as well as digital & social.
The design pairs the classic, auspicious red + gold colours that represent good luck and fortune in Asian cultures with Metricon's navy blue
brand colour, to form a gradient blending the two together. Chinese symbols and graphic elements have been introduced in gold, such as Chinese knots,
lotus flower, the dragon and fireworks. Featured is the traditional Cantonese greeting for a happy new year, "新年快樂" (san nin fai lok).
龍 / lóng
2024 is the Year of the Wood Dragon.
Symbolising strength, energy and confidence,
it is shown amongst flowing clouds.
星 / xīng
Stars forming the Chinese
zodiac astronomy.
荷花 / héhuā
A stylised lotus flower.
Represents purity, integrity,
auspiciousness and beauty.
中国结 / zhōngguó jié
Chinese knots are a traditional form
of decorative folk handicraft. They symbolise luck, prosperity and longevity.
Along with the print design assets, title cards were animated for a set of social videos that accompanied the event.
