Taiwan Tech held the D&AD exhibition as a publicity between the school's design department and the international community, so that the Taiwanese design field and the international design field can use the D&AD exhibition held by Taiwan Tech to let the outside world know more about the design of Taiwan Tech.
D&AD award is a world-known design award. As an educational institute in design, Taiwan Tech introduced award-winning works, as well as holding a workshop for new blood designers.
The color-pencil-like trophy is one of the most recognizable features of the D&AD award, showing that the colors of the trophy represent the class. On the other hand, Taiwan is famous for its fruits. Hence, we linked the two so as to raise curiosity by cutting a color pencil and revealing the fruit inside.
In the exhibition, the external and internal images are corresponding, the outside images are pencils, and the inside images are fruit slices. When people walk from outside, they will find out "what's inside the pencil.
This exhibition creativity has successfully created more than 10 online media reports such as: Campaign brief Asia, Posterposter, BrandingAsia Magazine and so on. We brought in 30% more audience than previous exhibitions.
Entry Type: Single Entry
Primary Role of the Designer: Designer as activist
Client Relationship: An in-house on-going relationship
Intention of the Project: Unknown (NA) / Other (if other, please explain) Promote the Department of Design of Taiwan University of Science and Technology
Development Budget: Confidential / Not available
Production/Execution Budget: Less than $5,000
Source of Funding: Client
Creative Director: Ken Tsai Lee
Art Director: Ken Tsai Lee
Designers: Hao Wei Tu
Illustrator: Hao Wei Tu
Other Credits: Po En Wang - Film Director; Chiao Chang - 3D modeler
D&AD Exhibition in Taiwan
Brand and Identity Systems
Winner - 365: AIGA Year in Design (2021)
Title: D&AD Exhibition in Taiwan
Design Firm/Agency: Ken-Tsai Lee Design Lab
Client Industry: Education
Client Location: Taipei, Taiwan
“The iconic D&AD pencil is presented in surprising ways as an answer to the question, What's inside the pencil?” —Rafael Esquer
“Using the pencil, which is associated with D&AD and creativity but with a twist to make it specific to Taiwan, is smart. This adaptable concept allows the viewer to “peel back the layers” of the fruits physically and metaphorically.” —Nakita Pope
Self-Identified Distinctions: Social Releavance