SBS Gayo Daejeon


– The Colors of Kpop –

Type

Branding, Marketing, Advertising

Branding, Marketing, 
Advertising

Branding, Marketing,
Advertising

Branding, Marketing, Advertising

Duration

February - March 2017 (2 months)

February - March 2017  (2 months)

February - March 2017 
(2 months)

February - March 2017 
(2 months)

February - March 2017 (2 months)

Tools

Tools

Tools

InDesign, Photoshop

InDesign, Photoshop

InDesign, Photoshop

InDesign, Photoshop

InDesign, Photoshop

Role

Research, Layouts, Visuals

Research, Layouts, Visuals

Research, Layouts, Visuals

Research, Layouts, 
Visuals

Research, Layouts, Visuals

OVERVIEW 

A year-end show to celebrate the music released in the past year 


A promotional booklet that rebrands the infamous 2012 Gayo Daejeon to a modern 2017 version. The theme of the show was “The Colors of Kpop” featuring performances by artists from different groups to showcase what makes Korean Pop unique.


A promotional booklet that rebrands the infamous 2012 Gayo Daejeon to a modern 2017 version. The theme of the show was “The Colors of Kpop” featuring performances by artists from different groups to showcase what makes Korean Pop unique.

THE CONCEPT 

A clean and modern spin on K-pop


While K-pop is very fun and bright, the booklet aims to incorporate a modern and clean theme while still staying true to K-pop’s sound. The cover depicts various warm colors mixing together while the inside remains clean and minimal, only showing color through photography. The minimal design of the interior showcases a good typographical hierarchy between the events listed in Gayo Daejeon while also remaining true to the modern and clean brand.

back-and-front

PROCESS

Background on the Festival


Since I have a passion for Kpop groups, I decided to create  a promotional booklet on the Seoul Broadcasting System’s year end music festival, aka SBS Gayo Daejeon or SBS 가요대전. This is where groups from different agencies perform special collaboration stages as well as their own releases from the past year. Back in 2012, Gayo Daejeon’s theme was The Colors of Kpop, which was the defining year for the Kpop industry where they started gaining more global attention. 

PROCESS

Brush lettering and structure exploration


Upon receiving this project, I did not hesitate to continue exploring the Korean language. Since I have previously explored hand lettering in Hangul (Korean alphabet) I decided to go back and review some of what I learned from this exploration in hopes of maybe incorporating some hand-lettering into the brand.Although I never used the lettering for the final product, I still feel it was important to include it in the process


Upon receiving this project, I did not hesitate to continue exploring the Korean language. Since I have previously explored hand lettering in Hangul (Korean alphabet) I decided to go back and review some of what I learned from this exploration in hopes of maybe incorporating some hand-lettering into the brand.Although I never used the lettering for the final product, I still feel it was important to include it in the process

PROCESS

Planning and Organizing Content


Right away, in order to create the booklet, I made some skectches to organize how I should lay things out. After this, I started listing some of the special collaborations that the 2012 festival had. This is because I planned to showcase this portion as the 1st part of the festival and then the 2nd half would consist of performances from some of the most popular groups. I rewatched the event to see which groups I will be putting into the booklet based on their performances. 
After figuring this out, I then established the hierarchy I wanted to display the necessary information to show the schedule of the festival. 


Right away, in order to create the booklet, I made some skectches to organize how things should be laid out. I rewatched the event to see which groups should be featured in the booklet based on their performances. 
After figuring this out, I established the hierarchy I wanted to display the necessary information in to show the schedule of the festival. 

PROCESS

Creating the Cover


I went through several iterations for the cover of the booklet since it was to be the most appealing part of the book. Colors immediately remind me of paint, therefore I used acrylic and watercolor paints that I later manipulated in photoshop. Using acrylic paint allowed me to create some very interesting textures within the paint, however, I soon discovered that it was too distracting when paired with the text.

 

I moved on to watercolor paint in order to overlay different colors together. Since watercolor is less viscous than acrylic paint, it was easier to generate more interesting shapes from it so I went with this concept. The opacity of the colors layered over one another also gave an interesting effect and after generating different, I chose what I felt was the best fit for the brand.

PROCESS

Cover Iterations

FINAL 

The Final Booklet

front2
Spread1
Spread2
Spread3
Spread4
Spread5
back2

REFLECTION

Learning Outcomes


One of the things I learned from creating this booklet is the importance of exploration in order to give yourself options and narrow down your choices. I was able to explore hand-lettering and different ways of painting  in order to get the final product and since I am not fluent in Korean, I saw it best to opt for a typeface similar to the feeling of lettering. Sometimes we need to explore various options to figure out what works and what doesn't.

Check out some other work

SBS Gayo DaejeonBranding, Editorial

JuxtapositionEditorial

SeatInteractivity, UI/UX

Sticky SituationInformation Design


annabacani.com

annabacani.com

annabacani.com

annabacani.com

annabacani.com

ⓒ 2018 Anna Bacani

2018 Anna Bacani

2018 Anna Bacani

Let's Collaborate!

Let's Collaborate!

Let's Collaborate!

Let's Collaborate!

Let's Collaborate!