Combine with Helvetica Condensed and Times, one modern san serif font and one classic serif font. Typography as a medium communicates both linguistically and graphically, so the brand conveys a traditional message in a modern way.

 

Key visuals are all from the Internet, not taken by myself. Some rituals in traditional festival start fading away, so young people may get the general idea about these festivals, but, just like these low resolution pictures I got online, they cannot really show the detail or true content. 
Young people know about these festivals, but they don’t really care about the real significance that lays behind them. They don’t even witness these events with their own eyes, and seldom experience the traditional customs of these special occasions. 
On the second stage, I applied different blur modes to each picture, creating specific feelings according to festival contents. 

Chosing pictograms to visualize the process, rather than other media, because this is a kind of graphic representation of information that can range drastically in complexity, yet will always (at least attempt to) provide instant, universal explanations. It is essential for a brand to keep its visual language constant and accessible. The flexibility of pictogram design for branding purposes, earns it credibility as visual communication.

 

For each specific festival, Day-off issues relevant theme newspaper, which gives readers a comprehensive understanding of traditional festivals. 

 

Old-fashioned content meets old-fashioned approach. Getting ride of traditional newspaper design, which is too official and serious. With big typography and blurred pictures, the layout of the newspaper turns out less complicated. That makes the ensemble contemporary while the texture of newsprint gives the modern design work a sense of nostalgia.