Sydney Lunar Festival 2022

Client
City of Sydney

Date
2021 for 2022

Scope
Festival identity
Graphic design
Art direction
Tool kit

The Sydney Lunar Festival is a city-wide celebration that brings together the diverse cultures that celebrate the Lunar New Year. Celebrating the Year of the Tiger, the 2022 Festival features an overarching program of more than 80 events produced by the City of Sydney. Citizen Group was appointed by City of Sydney to design the hero artwork for the 2022 Festival.

Citizen’s concept was inspired by the traditional Chinese cultural belief that tigers are the guardians of children.

Celebrating this cultural connection between children and tigers, Citizen’s creative concept sought to include children’s illustrations to bring the concept to life. To get children involved, the City of Sydney and Citizen Group held a drawing competition in late 2019 which received more than 1,200 entries from the community.

“Getting children involved was at the core of our creative idea. The timing coincided with the majority of Sydneysiders working from home due to COVID-19 lockdowns and parents keen to find ways to entertain their children. And off the back of what has been a tough couple of years for everyone, seeing the world through the eyes of children – in all its simplicity, joy, humour and quirkiness. It was great to see the community get so involved,” said Jacqueline Morony, Executive Creative Director, Citizen Group. 

Bold, bright and happy, the Sydney Lunar Festival hero artwork features tiger stripes in pink and orange to create a highly recognisable and effective graphic language celebrate the Year of the Tiger.