MUSE Gold

United States

2022

Let Parents Stay((Han Embroidery Typeface)

Entrant Company

Yu Chen

Category

Typography

Client's Name

Hubei Han Embroidery Association

Sub-Category

Typefaces / Font System

Han Embroidery is a traditional cultural heritage that originates in China. In recent years, due to the loss of artisans, economic growth, and large factory production, the art is at risk of being lost forever. Jinling is a poverty-stricken village with 2000 left-behind children. When I got there, I was surprised that all the local people had mastered Han Embroidery skills, but they could not use Han Embroidery to make a living, so the young parents had to work outside in large cities away from their children. I co-founded the Han Embroidery poverty alleviation project, "Let Parents Stay" to help the locals inherit Han Embroidery culture and revive a Han Embroidery economy. I engaged myself in artistic research and modern innovation of Han Embroidery culture. By extracting the elements of traditional embroidery, deconstructing their texture and the traditional Jing-Chu Culture, I promoted the inheritance of the old embroidery in a modern aesthetic manner—by a new typeface, to pass down the craft in a modern language practically.

Credits

Yu Chen
More Gold Winners
2022
United States
MUSE Advertising Awards - TriNav Website
TriSalus Life Sciences

Entrant Company

SFC Group

Sub Category

Health

2022
United States
MUSE Advertising Awards - Givenchy Website
Givenchy

Entrant Company

Work & Co

Sub Category

Retail

2022
United States
MUSE Advertising Awards - School of the Art Institute of Chicago - ArtBash 2022
School of the Art Institute of Chicago

Entrant Company

Yu Chen

Sub Category

Art Event

2022
United States
MUSE Advertising Awards - Showcasing the Disparities Black Women Face in Mammography
Hologic - Genius™ 3D MAMMOGRAPHY™

Entrant Company

Helen & Gertrude

Sub Category

Integrated Marketing Materials