NOWRUZ FESTIVAL
DESIGN CHALLENGE
The objectives include developing skills in conceptualizing visual language, understanding festival purposes and target audiences, and exploring print-oriented design constraints and opportunities.
In this semester-long project, students will create a visual identity and brand for a three-day cultural festival of their choice or invention. The project aims to highlight the potential of large format posters in generating interest and expose students to bilingual design challenges. The primary focus is on creating a visually representative identification for the chosen festival.
STATEMENT
Nowruz emphasizes family, community, and new beginnings, promoting reconciliation and the shedding of past grievances. The festival mainly focuses on celebrating rejuvenation, spring's arrival, and the rebirth of nature. Traditional practices include leaping over flames for purification, reading poetry and dancing.
Nowruz is a universal celebration with no specific religious affiliation, although it is predominantly observed in Middle Eastern countries. It serves as a time for family gatherings, gift exchanges, and togetherness.
RESEARCH AND VISUAL IDENTITY
Considering the event location and audience, most of the research focused on maintaining relevance for both Francophones and Anglophone. In terms of visuality and typography, I tend to make the visuals appeal to both cultures and keep the elements that still capture the whole essence of Persian culture.
I paid attention to the ancient carved shapes, icons, and statues in Persepolis, Iran. The event occurs in spring every year, and Persians celebrate the end of winter and the start of spring as they value agriculture, so I aimed to bring this transition visually to my design. I decided to use the symbolic patterns in Persian rugs. The woving pattern of carpets looks like a square grid, and carpet designers use graph paper to design patterns for carpets. Persian rugs are not only famous by their quality and design but also for their cultural significance connected to Iran's tradition and history.
