Tianhong Asset Management Visual Identity.
Tianhong Asset Management Co., Ltd. was established on November 8, 2004. In 2013, in collaboration with Alipay, the company launched the first-ever Internet fund, "Yu’ebao", charting a course for the future of Internet finance.
Client
Tianhong Asset Management
Year
2016
Category
Design
Type of Work
Branding
Visual Identity
Advertising
In 2016, I was briefed on repositioning and redesigning the brand without radically altering the logo. After multiple research and testing, a sophisticated colour palette was applied to ensure that the company's reputation for reliability and trust was communicated. The solution is clean, timeless, bold, and directional, with the marque and logo with a warm colour palette for a sophisticated identity that reflects the spirit of modernity of Tianhong Asset Management.
I’ve strengthened the brand by making it more iconic, attractive, and memorable for its audiences, services, and markets. The refreshed, more distinctive positioning connects with the brand's legacy and expectations. The identity encompasses a variety of applications, including stationery, office environments, and advertising.
The very warm red colour was used to create brand awareness, recall, visual awareness, and consistency.
The colour palette blends tradition with a more modern edge. GWBJ’s famous ‘Sky blue’ remains front and centre, I created a bold and distinctive accent colour palette directly from the artworks in the exhibition named after paint colours and high contrast combinations communicating a progressive vibe more in step with the spirit of a constantly evolving contemporary art world.
The identity is built around bold patterns, it is easily recognisable the hidden meanings and representations.
Photography is the principal creative medium of Tianhong Asset Management’s communications. It embodies the brand promise and reflects the world in which its customers and colleagues live. By reflecting elements of the brand identity, we can start to make photography ownable, distinctive, and full of humanity.
The illustration is an important asset for the brand identity to pictorially tell the brand story where photography can't. The illustration palette has been carefully constructed, Simple, bold, and graphic. More importantly, it is closely related to one's life experience.
