Building a multi-format cultural festival for artist visibility and public connection. I developed and coordinated the festival's marketing and audience journey, connecting bilingual artist recruitment, the Layered Thinking exhibition, artist conversations, public-market activation and international collaboration within one programme system.
Cultural diversity is easy to celebrate in broad language, but broad language can make artists, programmes and audiences feel interchangeable. The challenge was to create one festival identity that could hold multiple cultures and formats while giving each audience a clear reason to participate.
The theme positioned diversity as an active relationship between identity, memory, coexistence and what lies beneath visible difference—not simply as a collection of cultures placed side by side.
My contribution focused on the communication system linking artist recruitment, festival positioning, programme activation and audience access across English- and Chinese-language touchpoints.
Helped translate a broad multicultural proposition into the more focused Layered Thinking framework and a clear hierarchy across the festival, edition theme and individual programmes.
Coordinated artist-facing messaging across the global open call, eligibility information, deadline communications, FAQs and submission pathways.
Connected the exhibition, artist talk, workshop, art fair and market activity within one audience-facing campaign rather than promoting each as an isolated event.
Adapted information for artists, contemporary-art audiences, general public visitors, community makers and programme partners across digital, print and onsite touchpoints.
Portfolio contribution shown here was delivered within a wider team structure including the project manager, curator, artistic director/designer, marketing and media contributors, artists, photographers and institutional partners.
The campaign moved from artist recruitment to long-term programme visibility. Each phase used a different message, call to action and visual emphasis.
Welcome emerging and established artists across media, locations and cultural backgrounds.
Turn Layered Thinking into concrete ideas around identity, coexistence and hidden narratives.
Use free entry, date, venue and event value to move awareness towards registration and visitation.
Create multiple reasons to attend through talks, workshops, shopping, performance and dialogue.
Document artists, partners and collaboration through the publication and programme pathways.
The programme architecture allowed the same cultural proposition to serve artists, art audiences, community visitors and international collaborators without making every activity look or sound identical.
A public-facing umbrella connecting exhibition, dialogue, hands-on participation and a community marketplace.
Edition Theme · Layered ThinkingMemory, identity and coexistence through diverse contemporary practices.
Creative process, personal history and cultural reflection in conversation.
A lower-barrier social space for art, design, craft, music and public connection.
Participatory formats extending the festival beyond passive viewing.
The visual system translated the festival idea into a flexible language: high-visibility yellow, repeated and offset typography, modular programme colours and different visual energy for professional and community-facing audiences.
Repeated, offset lettering turned overlapping identities and perspectives into the festival’s most recognisable visual device.
Yellow, red, cyan, lime, orange and navy separated programme moments while maintaining a shared bold, public-event language.
English and Chinese content was structured around the action audiences needed to take—apply, understand, register or attend—rather than translated as an afterthought.
The exhibition used editorial typography and conceptual framing; the Art Fair shifted to rounded organic shapes and more accessible community energy.
The 32-page festival publication gave artists working across painting, interactive installation, performance, textile and digital practice a consistent public-facing structure while preserving the specificity of each story.
The publication moved beyond a simple artist list. It framed the festival, introduced programme formats, documented individual practices, acknowledged collaborators and extended the audience journey through programme and membership entry points.
The strongest evidence is the structure itself: a bilingual artist-acquisition pathway, a multi-format public festival, a coherent publication system and an international collaboration connected under one edition theme.
Presented through the main festival exhibition and editorial system.
Exhibition, talk, workshop and public market.
English and Chinese artist- and audience-facing communications.
Nolo Lab × Jingyi Tong connecting Naples and Melbourne.
A programme running from 15 to 22 November 2025.
Programme framing, artist profiles, partners and public pathways.
Cultural diversity becomes meaningful when it is designed as a relationship between people, programmes and points of access—not as a single visual theme.
Explore exhibition, festival and cultural-programme campaigns across positioning, content systems and audience engagement.
View all programmes →