Sài Gòn Thơ Fest (2025) Visual Identity (P.1)

First impression

To Design a Visual Identity Package for a one-day event Sài Gòn thơ fest (2025). Clients would want something that reflect the vibrancy of the local spoken words community to break a way from the old convetion. Past decades of modernization and globalization has not given poetry its proper credits. The fast pace of industrialization and the arrival of digital entertainment slowly sip away the generation's curiosity for rhythms and meanings. Literature, poetry were often put behind science and technlology in school, are usually considered old-schooled, disillusioned and mostly a product of often untrained indulgence. They take a slow hibernation, hiding in corners of boutique bookstores, reader havens, reprints of local classics back when local literacy was at its prime. Laying dormant, the little seed awaiting to spring out one day...youthful and new. Like our language isn't spoken enough since being bilingual is almost mandated.  

The winds of change coming from faraway land brings with it re-discovery of the old gem but with a new spirits and voices. Learned minds coming back from years of gathering wisdom and emotions from all walks of life can't wait to express their urge for life.

P.S: I always think Poet's special talent is to sell sex while looking visibly prude and uninterested (which is way superior than advertisers who are always almost foaming at the mouth whenever sex is mentioned. At this point of speaking, advertisers, are, essentially, sleeper agents sent out by The State for lunch money and subliminal intents). In some case, it's criminal how unbothered/defeated poets appear to be, or at least, want to be seen as. (is to make sex sound better than it actually is while  they, themselves look visibly prude.) 

Personally I have no interest in Poetry. But I could tolerate it. Highly entertained at times if I meet the right ones. Harder than dating for sure. You do not chase Poetry. You wait for its invitation. 

When I was invited to design the visual for this humbly yet proudly put-together festival, the first concern was always the money issue. Budget was near 0. Yet it's not like you get to design for a literary event everyday, especially in Vietnam. So I agree to take up the challenge. 

Initially I thought this was going to be my first every visual identity gig for a festival, then I remember I have done somewhat design of that scale for a Beer festival almost 8 years ago (since then I have taken almost 5 years off graphic design and only worked on and off for 2 years). The design is modular, and flexible to be adapted to various aspect ratio

However this approach would not work for this time. Modular implies formula and that is the last word you want to utter an event for literary self expression. A Storytelling approach would be more appropriate but there's a risk of sinking into meticulously and obsessively going over menial details. Clients are experienced creatives themselves so there will be lots of ideas and motions to be put into visual.

(Part 2: The Vibe and The Tie)