Hybrid Vigor: Remixing the Visual Design of a Bi-cultural Tradition

The National Cherry Blossom Festival

Role

Brand Designer


Project Type

Brand Identity


Duration

6 weeks


Deliverables

Logo, mockups
poster, sitemap,
merch



Problems

  • The National Cherry Blossom Festival was a major cultural event that draws national and international visitors to Washington, D.C.

Objectives

  • The objectives were to honor over a century of history, remixing the brand and make it appeal to a 2025 modern audience.

Goals

  • The goals were to solve problems, hit the objectives while creating something new that resonated with people across all cultures.

“In Spring, we celebrate the day of March 27, 1912; The day when Japan gave cherry blossoms trees to the United States of America.”
— Unknown

Define

1

  • The cherry blossom isn't just a flower. It is the national flower of Japan. It’s the centerpiece of this major event.

2

  • Using the whole flower or the petals, simplifying it into basic shapes, fireworks and using white space to explore joy and celebration.

3

  • Exploring the relationships between Japan, Washington D.C., and cherry blossoms. Each share a connection with their past and present.

Research

4

  • The cherry blossom is my foundation. My design uses bold, colorful palettes with sans serif and script typefaces. Shows a contemporary feel while the script adds a touch of antiquity.

5

  • It wasn't just about making things look pretty; it was using my research to communicate with clarity and cultural respect. So, the design must celebrate that relationship with consideration.

6

  • The festival carries huge cultural and political implications between Japan and the United States. It digs into the history of the festival and what it actually represents.

Create

7

  • Cherry blossoms are already beautiful enough to carry the design on their own. Simplicity was always the goal.

8

  • Using the flowers’ beauty with different hues of pink to create a colorful and sensual experience instead of over-complicating it.

9

  • I was also challenged to think carefully about the political nature of the Japanese-American cultural exchange.

 
 
 
 
 
 

Test

10

  • The final design system has modern typefaces, minimal floral elements, and a bold pink palette.

11

  • Created a sophisticated identity that honors its roots while keep the brand fresh.

12

  • Some of the best brand identities in the world are the most subtle.

Nikkia Prim