Nowruz Festival

DESIGN CHALLENGEThe 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, I created a visual identity and brand for a three-day cultural Nowruz festival. The project aims to highlight the potential of large format posters in generating interest and bilingual design challenges. The primary focus is on creating a visually representative identification for this festival.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 woven 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.