Vietnamme Recruitment 2020 - Key Visual

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About

Vietnamme is an art project / organization with the hope of portraying Vietnamese inspiration / objects by visual and artistic practice with a contemporary perspective.

Last July, the organization decided to open a annually Vietnamme Recruitment which was to find a whole new generation for Vietnamme's upcoming project.

Vietnamme Fanpage

Concept

Throughout Vietnam history, "Khoa bảng" is one of the monarchy electoral regime of the nation, which based on the Confucian education at that time. Confucian exams in Vietnam began in 1075 under the Ly Nhan Tong dynasty and ended in 1919 under the reign of King Khai Dinh.

"Khoa bảng" is an honorary board, listing the names of the candidates who passed the degrees in these exams, most of them were selected as officials for the Vietnamese feudal dynasty. "Khoa bảng" is an adjective for those who pass this. For example, "Gia đình Khoa bảng" was considered as an educated family, one of whom passed high scores in examinations organized and judged by the court.

However, Vietnam inspiration is not always the story about the past and history. As Vietnamme's mission is to portray the picture of Vietnam in a contemporary perspective, the art direction was defined to encourage a more modern and younger view of historical "Khoa bảng".

Color Palette

Light Purple, Golden Harvest, White were chosen to be the main palette of this Recruitment Campaign. In case of Light Purple and Golder Harvest, the inspiration is from the traditional costume of Nguyen dynasty. The full white can be consider as the main color of paper that was used to examine those days. Added a little modern feel, the sheet of squared paper was considered as the main inspiration for back-grid, also an important visual element of this campaign.

Visualization

There are 3 stages, or periods for a "Khoa bảng" , which are Hương, Hội, Đình. Passing all there stages, the examinees will be called "Trạng Nguyên", which is a Ph.D. title of the highest ranking person in the communal faculties and feudal times in Vietnam. For this campaign, Vietnamme declared that new member who passed 3 rounds of the Recruitment will be called the same title.

As an online campaign to inform and encourage the applicants, which are mostly the young people of Vietnam, the Vietnamme Recruitment 2020 must have a key visual, identity system that fit not only the concept but also informative and contemporary. We decided to describe each Vietnamme's roles (Strategy, Visual, Content, Event, ER) as a department of historical dynasty. In order to do that, each roles must have a specific items, merchs.

Besides, information was really important. Each special visual elements should have their roles in directing the idea, mood, feeling of the content showed.