Calgary Liondance Association
Design & Marketing Project | Project Manager
This collaborative project for the Calgary Liondance Association aimed to modernize and enrich their cultural brand through digital design. As the Project Manager and UI/UX Designer, I led a multidisciplinary team to craft a dual-logo brand identity, social and print media campaigns, and a user-friendly website, blending tradition with modern digital engagement.
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Led timeline management
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Internal and client communications and coordinated deliverables
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Conducted wireframing and prototyping for the new website
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Contributed to logo refinement, visual identity, and marketing alignment
To create a new logo for the Calgary Liondance Association's new branch, we focused on respectfully modernizing its brand. Our design was inspired by traditional Chinese calligraphy and the movements of martial arts. We explored various concepts centred around the Chinese character "Yuan" (袁), incorporating ink-painted dragons to symbolize strength, cultural pride, and motion. The circular form of the dragon also represents protection and continuity..
We engaged the client throughout the process, narrowing down options and iterating based on colour feedback. The final design reflected a strong balance between tradition and modern aesthetics. Similarly, the mascot was developed with a hand-drawn, realistic style to match the association’s cultural depth, offering an engaging visual for younger audiences and promotional use.
Brand Identity
The apparel design aimed to create a professional, unified appearance for the troupe while celebrating their cultural roots. We selected color schemes like blue and yellow for a modern yet vibrant palette and placed the logo strategically on the chest and sleeve for visibility and brand recognition.
Both the polo and T-shirt designs were developed to reflect the duality of tradition and modern identity—formal enough for public events and versatile enough for practice sessions. The client approved the designs without revisions, praising the clarity and balance of branding across all elements.
Brand Apparel
To boost engagement and promote key events, we designed three integrated marketing campaigns: Lunar New Year, Lion Dance Fun Day, and the Trial Class Program. Each campaign included bilingual print materials and social media graphics, tailored to resonate with a culturally diverse audience in Calgary.
Using a design thinking approach, we focused on visual consistency, cultural symbolism, and audience engagement. The Lunar New Year visuals featured bold red and gold tones, along with traditional motifs, to convey festivity and prosperity. For Lion Dance Fun Day, we adopted a playful and community-friendly aesthetic, featuring mascot illustrations and interactive printouts, such as mission cards and stickers, to engage families. The Trial Class campaign took a more informative and motivational tone, with clean layouts, QR-enabled access points, and celebratory certificates to attract and retain new participants.
Across all campaigns, we prioritized accessibility, bilingual communication, and strong calls to action, ensuring the designs were effective across both digital and print platforms. All materials were refined through client feedback and approved without major changes.
Marketing Campaign Visuals
The new website was designed to enhance user experience by offering clearer navigation, accessible multilingual content, and engaging visual storytelling. We employed design thinking to outline key user journeys, from discovering lion dance to signing up for trial classes. These journeys were then translated into intuitive wireframes and interactive prototypes using Figma.
We incorporated cultural motifs and clean UI components to ensure brand consistency while modernizing the interface. Accessibility and mobile responsiveness were key considerations. User testing highlighted the need for simplified navigation and more prominent calls to action (CTAs), which we implemented before the launch. As a result, we created a functional and culturally rich website that better serves both current members and potential newcomers..