"Working with Lisa Tse Ltd has been a pleasure. Lisa offers a great combination of intelligent thinking, creative flair and professional delivery. Lisa listens hard and pursues our briefs with a genuine passion. She has created a fantastic, fresh new identity for China Now.”

CHINA NOW is the largest festival of Chinese culture ever to take place in the UK. It is a UK-wide celebration of a vibrant, dynamic and fast-evolving nation – a captivating showcase of the very best of modern China. CHINA NOW will be live in February 2008 to coincide with the start of the Chinese New Year and continue to the end of July 2008, and the opening ceremony of the Beijing Olympics. With over 800 events across the UK, this celebration of a vibrant, dynamic and fast-evolving nation will showcase the very best aspects of modern Chinese society and culture, and offer an insight into its history.

The festival will encompass art, design, cuisine and culture, science, business and technology, education and sport as well as forge international connections and greater understanding between the two nations. At the heart of the festival will be an extensive educational programme.

CHINA NOW required a dynamic and energising brand identity scheme that would translate across multiple platforms to an international audience. The festival celebrates a diverse range of events and topics which had to be reflected in the overall look and feel. In addition, the identity also had to satisfy the professional requirements of the corporate audience who will also be participating in the success of the festival in 2008. As the identity would be applied to everything from banners and billboards to racing cars and football shirts, the design had to be striking, relevant, and instantly recognisable.

The trademark features a bold and contemporary typographic logo. An array of coloured bamboo strips represents the burgeoning growth of China and the right alignment pays homage to the traditional Chinese convention of reading from right to left.

Lisa Tse Ltd devised a bright colour palette comprised of neon hues of reds, pinks and oranges which reinterprets the traditional red and gold palettes from oriental culture. This dynamic palette provides a variety of colour schemes and affords flexibility.

Lisa Tse Ltd was appointed a Creative Partner for CHINA NOW and have created the core brand identity and range of marketing collateral for the festival which will span across hundreds of events. The festival is live in February 2008 and will be the largest Chinese cultural festival the UK has ever witnessed.