AUGUST 2019 by DONGLIN KIM

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AMCHAM Labor Day Picnic Design

2015 Marketing Design Internship

American Chamber of Commerce in Korea

 

ABOUT THE EVENT

American Chamber of Commerce, Korea (AMCHAM)

AMCHAM is the largest foreign chamber in Korea with

a broad mandate to encourage the development of investment and trade between Korea and the United States through the active development and promotion of commercial, economic and cultural exchanges.

Labor Day Picnic Event

Labor Day Picnic is one of the largest AMCHAM annual events with 103 sponsors and 2000 participants. For 10 years of its history, Labor Day Picnic had given the sponsors an opportunity to promote and exchange their services and products.
At the same time, it created a space for the AMCHAM members and participants to spend an enjoyable time with their co-workers and families. 

 

RESPONSIBILITIES

 

OVERALL PROCESS

 

CONCEPT

I first identified key factors and characteristics of the event through discussing with

the marketing coordinator and looking at the past resources of the Labor Day Picnic event. 
Then I chose four factors to Integrate them into the event logo and items.

Design

Harmonize

The visual materials included information about around 100 companies. Therefore design had to effectively integrate all 
the information included.

Clear Communication

Main role of LDP Design was to help the paticipants easily find information about the event.

Clear communication was the key to the event. 

Event

Promote

Enjoyable

LDP Sponsers successfully
promote their food, services and products through various displays and free-giveaways. 

On the Labor Day, everyone, including staffs from sponsoring companies, family members, and friends actively participated and enjoyed various activities. 

 

LOGO DESIGN

Based on the key factors listed above,

I designed a logo for AMCHAM LDP event.

For the main color and tone, I used soft blue which easily 
goes along with various colors 

Draft designs

IMPROVEMENTS

 

1. Site Map & Brochures

Site map and brochure contains important 

information such as the list of sponsor

companies and the location of their booth. 

The site map was newly designed to improve 

on the previous map,  which had uniform 

color and size of booth categories that 

made the participants difficult to find

the right information. 

Previous Map (LDP 2014)

Newely-designed Site Map and Brochures (LDP 2015)

2. Prize Winning Game

Prize Winning Game is an activity organized

by AMCHAM during the Picnic Event.

Problems of the Previous Year’s Game

One problem was that the participants had unlimited trials in the game.

The second problem was that all winners

were adults, even though the game primarily targeted children and adolescents.  

The Prize Game Coupon

Solution

We introduced Prize Game Coupon

and allowed 3 trials per child under age restriction (3-18 only). 

 

DESIGN ITEMS

Items for Staff & Participants

Staff  Distributed uniforms and name tags

to the staffs of AMCHAM and of sponsorship companies 

Participants  Children, students, families and their friends received multiple items

Designed all event materials 
for the LDP, from stage to sign boards

 

ON THE DAY OF THE EVENT

The Labor Day Picnic event was published in AMCHAM’s 4th Quarter Journal, 2015.