Jing Mo Tong Athletic Association
Jing Mo Tong is a traditional Chinese lion dance and martial arts team. I created promotional content and redirected the team's brand. I had a lot of fun revamping what it means to promote a niche art and sport whilst maintaining traditional visual aspects.
Promotional Campaigns
A successful part of my work for Jing Mo Tong was our promotional campaigns. The team is located in an area where there are competing lion dance teams, especially during seasons where lion dance is high in demand (Lunar New Year, wedding season, graduation parties, etc). I created content that made Jing Mo Tong visually distinguishable from competing teams by experimenting with cleaner design elements, animations, as well as more modern and playful tones.
Branding Contribution
Lion dance teams have a specifically traditional way of presenting themselves. They are stylistically old-school, but are tried and true. Thus, as much as I worked to upgrade Jing Mo Tong’s brand, I made sure to keep aspects of our roots by incorporating cultural elements.
New Phase
As the team continues to develop, Jing Mo Tong has regrouped alongside the Asian Community and Cultural Center, which calls for more rebranding. I designed their new logo which, again, incorporates both modern and quite traditional elements. The type of the lion and blade, as well as the level of illustrative detail, are reminiscent of traditional lion dance and martial arts. The style of the logo’s composition supports the team’s new phase and inclusion of youth groups. There is a version that has the team’s name in Chinese and Vietnamese, respectively.
