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Tate x UAL
Christmas Card Competition 2024 – Winner
Work period
April 2024
Responsible for
Illustration
Outcome
Produced and sold as part of Tate’s 2024 holiday collection
The Tate x UAL Christmas Card Competition 2024 presented an opportunity to create commercially viable festive designs for one of Britain's most prestigious art institutions. The brief challenged UAL students to reimagine traditional holiday imagery while maintaining broad appeal for Tate's diverse audience of art enthusiasts and visitors. From a competitive pool of submissions across University of the Arts London, "Festive Fir" was selected as one of six winning designs, securing its place in Tate's premium seasonal collection. The design resonated well with customers, selling out within the first month of release.
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Winning entries (Tate x UAL Christmas Card Competition, 2024)
The Concept
Festive Fir is a fluid interpretation of the traditional Christmas tree, designed to symbolize the connection, unity and warmth that Christmas brings. With its flowing, organic form, the tree reflects the fluidity of the season—how it seamlessly connects people, moments, and memories during this special time of year. Its design captures the essence of togetherness, with each curve and bend representing the coming together of family, friends, and communities.

Festive Fir (Tate x UAL Christmas Card Competition, 2024)
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