ANNA MERRICK VINTEN

SHUN CULTURE PROJECT

The Shun Culture Project aims to design a cultural tourism IP for Changshun (長順), a county recently proclaimed to be out of poverty in Guizhou (貴州) Province, China, to develop its economy while preserving its culture and tradition. The Shun Culture project is a collaboration between Graphic Design, North Carolina State University and Digital Media and Design Arts, Beijing University of Posts and Telecommunications (BUPT).

TARGET AUDIENCE

People looking to escape from the noise of their urban center and immerse themselves in a simpler, slower, healthier world - spend time in natural surroundings. They want to reset.

RESEARCH

✰ "There are two main reasons why people were enthusiastic to vacation in the countryside -- the isolation, and experiencing a healthy lifestyle."

✰ "In posts to Chinese social media site Weibo, one user name Anacailie said after spending a day picking mullberries, watching rice grow and eating home grown food that she was much happier."

✰ "For countryside hotels, I think there will be more tourism products with content based on local culture in the future, which are in-depth cultural tours."

PROCESS

PRECEDENTS

Located in Pennsylvania, Longwood Gardens is a massive botanical garden that has new attractions and events that change at the start/end of each season. Different plants and displays are refreshed and updated based on the season which keeps visitors interested and increases the chances of them visiting again.

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THE LOGO

The logo abstracts a traditional roof shape and an eye at rest, while maintaining a feeling of momentum to allude to the travel element. The logo and typeface have a natural, timely style which represents the vast history of ChangShun county, as well as the zen element of our visitors journey. We call it "The Shelter''.

EARLY LOGO IDEATIONS & ICONOGRAPHY

COLOR PALLETTE & THE FOUR SEASONS

MAIN COLORS

The main color palette consists of earthy, neutral, and relaxing tones, varying in shades. The toned-down red was inspired by the apple’s red color found in ChangShun County. These colors reflect the “zen” mindset of our visitors. These colors serve as the main color palette in all of our designs and products.

SEASONAL COLORS

The seasonal color palette adds the same relaxing, earthy, and neutral tones to the classic seasonal colors. Spring represents flowers and regrowth, Summer represents life and growth, Autumn represents the Ginkgo leaves, happiness, and hope, and finally, Winter represents cold, peace, and calm. Each color has a dark undertone for other design elements in our system.