Sara Choi - Summer night market

Final event poster circulated through the office, on letter size paper

Timeline
June 2024

Team
Design: Sara Choi
Consulted: Elisa Truong, Su Hyun Chen, Timothy Pham, and Eddrick Liu

Role
Graphic designer

Platform
Adobe Illustrator, Figma

Background

For the office's summer night market, an event hosted by Visa Asians Standing Together (VAST), the leadership team needed print and digital communications assets to spread the word and attract visitors. As their marketing officer, I planned to use a variation of the quirky, eye-catching illustration style that drew so much attention from the office for our Lunar New Year event.

Inspiration

Illustrations

The theme of this event was inspired by popular night markets across Asia and New York City's Smorgasburg. Since we planned to provide a variety of cultural dishes and drinks for attendees, I started conceptualizing by sketching a few well-known foods from each country represented. Pictured in the final versions are banana milk, dango, dumplings, kimbap, tanghulu, summer rolls, takoyaki, bubble tea, mooncakes, Thai curry, and tteokkochi.

Typefaces

Bungee, a close cousin of Bungee Shade, carries a bright, "zappy" energy reflective of bright city lights illuminating market stalls in the evening. The secondary text uses the Visa Dialect typeface in alignment with our internal design system.

Explorations

Starting with the email banner, I experimented with a few color schemes for a market x picnic look using a gingham patterned background. I liked the color contrast between the lavender and yellow, as well as the warmth of summer in the dark pink.

For a happy medium, I ultimately went with a darker blue reminiscent of dusk and kept the brighter yellow as the main character, populating the board with a wider variety of snacks to reflect the spontaneity and chaos of navigating night markets. The fourth image is the version I sent out with the email blast to our internal GDL.