2019 “BIG DREAMER” Campaign Design

2019 "Big Dreamer" Campaign Design

2019 "大梦想家"小红书日 · 视觉设计

TIME：2019.8

01 Background | 项目背景

August 2nd is RED’s anniversary, as well as Staff Day. This year, RED held a fascinating event,“ BIG DREAMER” ,hoping employees could hang out and chase dream together.

8月2日是小红书成立的纪念日，也是小红书的员工日。今年，公司在这一天组织了“大梦想家”线下活动，一起玩耍一起追梦。

dream ILLUSTRATION campaign party summer music sport painting

△ Key vision 活动主视觉

02 Elements | 元素绘制 & 设计深化

a. Composition: Dreams arise from people’s consciousness and enthusiasm. After several trials, we determine a composition with more visual tension. The picture bursts from the theme words and extends little by little, which is aimed to convey the concept that dreams are not supposed to be imprisoned despite of the size and reality. Everyone has the right to dream. Therefore, in RED, you can break all the rules and get closer to your dreams.

b. Elements: According to the content of RED community ( beauty / skin care / outfit / travel / sports / fitness / art / pets etc.), we have generated a scene for dreamers, which is closely connected to users and employees.

c. Color: The rich color scheme with high-contrast we select offers a young and alive style.

a.构图：梦想产生于人们的意识和热情，经过尝试我们选择了一个比较有张力的构图，即从“大梦想家”主题字里慢慢延展开来的一番景象。构图最终破出画面也是希望表达梦想不受限，也无关大小和现实的理念。每个人都有做梦的权利，而在小红书，你可以打破所有规则，真正地去接近你的梦想。

b.元素：根据小红书社区内容：美妆护肤、穿搭旅行、运动健身、艺术、宠物等，我们打造了与用户和员工紧密相连的一个个梦想家场景。

c.配色：我们使用了比较丰富和对比度高的配色，使风格更加年轻和活泼。

After designing the patterns, we select a hand-painted brush to refine the texture of the big geometric shapes, which makes the picture soft and rich in layers.

图案设计好之后，在大块几何图形上，我们选用了手绘感的笔触去细化肌理，让画面看起来更柔和也更有层次。