A Taste of Chinatown

Art direction, Brand identity, Illustration

A 3-day turnaround for the Lunar New Year weekend

In early 2021, foot traffic and revenue to Vancouver's Chinatown had dropped significantly due to COVID-19 — a problem compounding years of pre-pandemic pressures on the neighbourhood. The Vancouver Chinatown Foundation approached me to create a brand identity and campaign for A Taste of Chinatown, a culinary event designed to drive awareness of Chinatown as a food destination over the Lunar New Year long weekend. From brief to in-market: three days.

The Identity

I developed a bold, celebratory visual identity rooted in Chinese cultural symbolism — drawn from traditional New Year iconography and the rich visual history of the neighbourhood itself. The colour palette leaned into the warmth and energy of the occasion, with a hand-illustrated illustrative style that felt both festive and contemporary. The identity rolled out across store window posters, a walking map, stickers, and social media content — all designed to be printed and distributed quickly by the shops and restaurants participating in the event.

The Impact

The event generated strong organic social traction over the weekend, with restaurants and shops sharing assets widely. Store owners reported a significant increase in foot traffic as word spread through social media and community networks. A fast brief, tight execution, and a visual system that did its job.

Design as community infrastructure

This project is a reminder that some of the most meaningful design work happens at small scale, with tight timelines, for communities that genuinely need it. The brief was simple. The execution had to be fast. And the outcome mattered to real people and real businesses.