French May Arts Festival
Established in 1993, the French May is one of the largest cultural events in Asia. With more than 150 programmes presented across two months, it has become an iconic part of Hong Kong’s cultural scene that reach out over 1 million visitors each year.
As a non-profit charitable organisation dedicated to promote the cultural exchanges between Hong Kong and France, French May is supported by the Hong Kong Tourism Board & the French Consulate, along with Hong Kong Jockey Club being one of their biggest sponsors.
July 2018 - March 2020
SENIOR DESIGNER - Creative Direction | Graphic Design | Branding | Execution Management
Each year, French May represents their events under a new theme, and re-brand all their print collaterals while integrating the ‘new look’ with their core brand identity.
The majority of my last few months with the company were spent re-branding their core identity. This was the first time since 1993, where their logo and visual existence was updated.
Apart from a tight timeline, the challenge was to engage an audience that was diverse, encompassed a broad range of age groups & catered to both visual and performance arts clientele.
The logo had to have both English & Chinese characters, along with the tagline ‘Arts Festival.’ In addition, the push was to make their french identity more prominent while giving the logo a more modern look.
