poster design, festival key art
// CLIENT //
Concord Pacific Dragon Boat Festival takes place every June on the waters and shoreside of False Creek in Vancouver, British Columbia, Canada. It is North America's largest and most competitive dragon boat festival with over 200 crews competing from around the world, with roots stemming from Expo 86.
// CHALLENGE //
Create a poster for their marketing campaign, using their existing brand identity, that can be used as the key art for the festival. In the brief, it was requested that the Vancouver skyline be used in the design, however none of the most famous landmark buildings could be used due to legal reasons.
// SOLUTION //
Forgoing the standard city skyline in place of the Twin Sisters mountain peaks (Ch'ich'iyúy Elxwíkn), otherwise known as the Lions, worked to solve the legal issue however it also incorporates the ancient Chinese myth of the water dragon who was said to come down from the mountains to bless the dragon boats before the games could begin. A street art heavy style was used that reflects Vancouver’s burgeoning street art and mural scene, that could then be easily extrapolated to separate elements for use in other media throughout the festival.