I am developing and coordinating the pre-launch brand and programme strategy for Project Qixi, expanding the Double Seventh tradition from a romance-led festival into a contemporary public programme about love, distance, memory and connection across cultures.
Qixi carries strong cultural meaning, but in a multicultural Australian context it can be unfamiliar to some audiences and reduced to a narrow story about romance and couples.
I am repositioning love as something carried through migration, family, friendship, memory, care, community and relationships across distance—giving both culturally familiar and new audiences a clear point of entry.
The naming system separates the long-term initiative, annual public platform, campaign theme and individual activities—so audiences understand how each part belongs to the same cultural programme.
The long-term cultural initiative and umbrella identity.
The programme format through which exhibition and public activities are presented.
The 2026 idea connecting distance, memory, care and cultural belonging.
Distinct audience experiences supported by one message and visual family.
My role connects cultural insight, programme structure and campaign delivery—turning a broad festival idea into a coherent pre-launch system for artists, audiences and partners.
Defining the public value proposition, campaign message and relationship between Project Qixi, Double Seventh Cultural Week and Threads of Love.
Developing distinct entry points for artists, Asian diasporic communities, wider multicultural audiences and institutional partners.
Connecting master campaign, artist recruitment, exhibition identity, workshop registration, digital content and print communications.
Structuring organiser, co-organiser, government, media and community-facing information into one credible programme narrative.
Each communication has a specific role: explain the idea, attract artists, reveal the programme, convert interest into registration and prepare audiences for the public launch.
Love, distance and connection across cultures.
Invite artists to interpret connection through contemporary practice.
Introduce one campaign theme across distinct cultural experiences.
Use clear access information, limited capacity and a direct CTA.
Bring exhibition, workshop, conversation and public participation together.
These are pre-launch development materials. Final programme dates, artist line-up and public schedule remain subject to confirmation; the portfolio therefore presents the launch as August 2026 rather than publishing one provisional date set.
The system allows each activity to communicate differently while maintaining a recognisable relationship to the programme’s central idea of connection.
Red birds and travelling text express movement, distance and messages carried between people. This is the strongest public-facing direction for the overall initiative.
Rose shadows, warm red light and editorial serif typography create a more intimate language for memory, emotion and artistic interpretation.
Marbled lacquer fans translate traditional craft into an accessible, contemporary activity with practical participation information and a clear registration pathway.
Warm red, cream typography, thread-like movement, consistent programme naming and one partner-information structure will connect the campaign, exhibition and workshop without forcing every activity into the same visual template.
Because the project is still in development, the case study focuses on intended audience behaviour and how impact will be evaluated after launch—not on invented results.
Open Call → application → selection → exhibition participation.
Cultural recognition → contemporary relevance → programme attendance.
Universal theme of connection → exhibition or workshop discovery → registration.
Programme proposal → support and amplification → documentation and future renewal.
Applications, artistic media and cultural representation.
Registrations, attendance and registration-to-attendance rate.
Reach, video views, saves, shares, partner reposts and media pickup.
Feedback, partner outcomes, documentation quality and potential annual continuation.
Core cultural positioning, brand hierarchy, initial master visual directions, artist Open Call and workshop registration materials.
Final programme dates, selected artists, complete public schedule, media plan and final post-event evaluation framework.
The goal is not to modernise tradition by removing its meaning. It is to build new ways for more people to enter it.
Explore completed and in-development cultural programmes across positioning, artist marketing, audience engagement and public campaign strategy.
View all programmes →