Happy Family Night Market
Visual Identity, Publication, Website
Visual identity, spatial graphics, and marketing materials for annual celebration of Asian culture and identity
Unfolding Asian Identities
Happy Family Night Market is an annual, one-day festival that reimagines contemporary Asian American identities through food, art, music, film, and workshops. The organizers approached Isometric to create a new visual identity, spatial graphics, and marketing materials that balance the sheer joy and excitement of the event with a critical approach to Asian cultures and multiplicity. We incorporated New York City’s ten most prevalent Asian languages in the system, deploying typography to speak to a broader audience. The design is playful and lighthearted, while still conveying the complex cultural duality experienced by many Asian Americans.
Winner of the 2019 Society of Typographic Arts Judges’ Choice Award
Activating the Venue
Working within tight budget constraints, we designed a set of wayfinding graphics for the Lower East Side venue itself: the Abrons Arts Center, a modernist building with concrete walls and dark hallways. The graphics wrapped around corners, across fixtures, and over multiple surfaces, addressing the architecture with colorful expressions of spontaneity and celebration. The distinctive visual system created a spirited, multilingual overlay that branded the space to Happy Family Night Market over the one-day festival.
