Communication

busan is good cityhall promotion booklet

Extra Form

Country	Korea
Year	2024
Award	WINNER
Affiliation	Busan metropolitancity Communication Campaign team
Designer	choi jeoungin
Description(English)	Busan produced this booklet by incorporating the city’s brand slogan and symbol. Under the slogan, “Busan is good for CITIZENS,” the letters in “CITIZENS” have their respective meaning in Global City, Happiness, MICE & Culture, Digital Innovation, Zero Carbon, Finance & Start-up, Change and Business. The booklet, which contains more photos than text, is designed to help Busan citizens better understand city policies. The use of the photos also facilitates the depiction of content of the city’s upward expansion and further development. For instance, photos shot from a low angle highlight the city’s dynamic and future-oriented aspects.
Description(Native)	부산광역시는 새로운 도시 브랜드 슬로건과 심벌 마크를 활용한 시정 책자를 제작했습니다. 'Busan is good for CITIZENS' 슬로건을 부산 시민들을 위한 컨셉으로 사용하여 세계적인 도시, 행복, 마이스 문화, 디지털 혁명, 탄소 제로, 금융 창업, 변화 등의 CITIZENS 의 영문 키워드를 조합하여 연결하였습니다. 계단식 후가공으로 확장되는 부산의 모습을 보여주고자 했으며, 도비라 마다의 사진은 정책을 반영하는 상징적인 구도와 모습으로 편집되어 역동적이고 미래지향적인 느낌을 전달합니다. 마지막 페이지는 도시 브랜드 형태 액자 내부에 부산의 모습을 담은 엽서 6장이 포함되어 있습니다. 이 홍보 책자는 정책 내용을 시민들이 쉽게 이해할 수 있는 내용으로 재편집되었고, 이미지 비중을 넓게 잡아 광고적인 접근을 시도했습니다. 또한, 엽서 기능까지 더해 인쇄물로서 소장할 수 있는 기능을 주었습니다.
Positive Comments
Judging Comments	This booklet is praised for effectively incorporating Busan’s brand slogan and symbol, with "CITIZENS" representing various city initiatives. Designed with more photos than text, it helps citizens understand city policies through dynamic, low-angle shots that highlight Busan’s growth and development. This innovative and engaging approach earned it the Winner title.

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