Showcasing one the world’s largest Lunar New Year events.



Services: Identity \ Illustration \ Campaign

A spectacular start to the new year.

The Sheep is the eighth sign in the Chinese calendar, and as the number eight is particularly lucky, so is the sign of the Sheep. The 2015 Lunar festival was the largest Chinese New Year program in Sydney’s 19-year history of hosting this event, attracting over 600,000 visitors from Sydney, interstate and overseas. 


A uniquely Chinese-Australian solution.

The inspiration behind our CNY Sheep identity came from the ancient arts of paper craft and woodblock printing. Our aim was to counter these ancient traditions – which have a strong significance in Chinese culture – with a modern, graphic visual incorporating Sydney’s iconic architectural forms of the Harbour Bridge and the Opera House. Importantly, the illustration had to embody the character of the Sheep, invoking a calming, rhythmic and natural balance.