This was one of 3 design options I proposed for Celadon Palace Hue (now known as Indochine Palace Hue Hotel) during my time at Graham Taylor Designs. The client requested a brochure highlighting all major events from 2010 to 2011. In the end, they selected Option 2, a simpler A4 table layout, mainly for cost-efficiency and practical distribution to their guests.
This Option 3 wasn’t chosen, BUT it was really meaningful to me. It sparked creative ideas to design something beyond the usual A4 page and table formats. Plus, it led to interesting design conversations with my director, who also supported this concept.
Since GTD handled everything from architecture and interiors to branding for Celadon, I had easy access to the hotel’s existing materials. Below was my approach to study the brand and my process for design development.
I explored the hotel’s physical environment, architectural details, and interior aesthetics to understand the overall atmosphere. The space conveyed a strong vintage elegance, featuring warm textures and Indochine-inspired motifs that created a timeless ambiance.
I then reviewed existing brand guidelines and marketing materials to ensure visual consistency and alignment with Celadon Palace’s identity. The overall brand image was a blend of Indochine and Art Nouveau influences.
Ideation: For this concept, I aimed to design a scroll-style calendar inspired by the “royal edicts” used during Vietnam’s imperial era (chiếu chỉ). The goal was to create something elegant and culturally meaningful that also aligned with Celadon’s vintage design language.
Graphic Language: I reused Celadon’s existing illustration library to create decorative frames, borders, icons, and stylized typography. Purpose to align with the brand’s visual identity.
Information Hierarchy Planning: I placed the date timeline at the center of the layout, as the primary visual anchor. Event names and key dates were positioned alongside, allowing viewers to easily scan and understand the year’s highlights at a glance.
I wanted this design option to function as a wall-hanging calendar, something more than just an informational item. I designed it to be a decorative piece that hotels or their guests can easily display, either on a wall or in a place that’s easy to reach and refer to.
This design option was not selected based on client feedback, as they preferred a format that allowed guests to quickly scan events and dates without having to interpret the calendar layout.
Additionally, the production cost for this brochure exceeded the project’s budget.