Translating belonging into an integrated exhibition campaign. I co-curated and delivered the programme from concept and artist acquisition through bilingual communications, editorial content, public programming and launch.
Belonging is personal, fluid and difficult to communicate quickly. The challenge was to create a framework artists could respond to and audiences could immediately enter, without reducing the complexity of migration, memory and home.
The idea was translated through one recognisable domestic symbol, warm-but-unstable colour, bilingual messaging, a clear artist proposition and a participatory workshop.
As co-curator and programme lead, my work covered the full project journey, while delivery remained collaborative with the curatorial team, artists, venue, marketing contributors and programme partners.
Co-developed the concept, artist brief, thematic framework, selection logic and exhibition narrative.
Led the open call, artist communication, onboarding, artwork information, statement editing and exhibition guide workflow.
Directed the visual system and translated it across bilingual communications, artist invitations, RSVP and partner materials.
Coordinated exhibition launch, audience information, public-programme messaging and the Buffer Bag workshop activation.
Each touchpoint had a different job: attract relevant artists, make the idea understandable, personalise participation and turn exhibition viewing into active engagement.
Positioned the opportunity around migration, memory, transition and belonging.
Explained the concept, requirements and artist value in English and Chinese.
Adapted the system to individual artworks while maintaining one exhibition identity.
Extended “carrying home” from an exhibition theme into a hands-on audience experience.
The visual identity needed to feel intimate without becoming sentimental, and recognisable without flattening the artists’ different cultural experiences.
A familiar household object suggested warmth, temporary shelter and the emotional idea of home.
Orange and red conveyed domestic comfort, while the blue edge introduced distance, displacement and transition.
Individual artwork invitations shifted colour and imagery, but retained a shared editorial hierarchy and programme recognition.
The Buffer Bag workshop transformed the idea of carrying home into a simple, accessible public activity.
The outcome was a connected programme system rather than a collection of isolated materials: artist acquisition, public explanation, personalised promotion, editorial interpretation and participation.
Artists presented through a shared curatorial and editorial framework.
Pages of accessible artist and artwork interpretation in the exhibition guide.
Media represented across painting, photography, installation, sculpture, performance, moving image and mixed media.
Public workshop extending the exhibition theme beyond viewing and into participation.
Cultural branding is not about simplifying meaning. It is about building enough structure for different people to enter it.
Explore exhibition, festival and cultural-programme campaigns across brand positioning, content systems and audience engagement.
View all programmes →