The Campaign

We designed a new Chinese character, a character that was never seen or used before in the Chinese dictionary. We created the Chinese word and named it; pronouncing ‘Fuu’. The pronunciation is inspired from the sound of a forward sailing ship ‘fuu’. The ‘Fuu’ word was also put onto a dark ocean background which represents the ‘Sailing forward hearts’ moving and exploring through the big dark ocean.

Creative Execution

We expanded this Typography Design Art onto Invitation card, Digital social post, Welcome doorway & stairways carpet, Event installation light-box and Live stage LED animation design.

Indication of how successful the outcome was in the market

A corporate branding campaign developed for it’s 7th annual party. It was covered by madisonboom.com, known as one of most special annual party among the China advertising companies in 2017, and garnered many comments on social media as well. 

To give new meaning to the company, we interpret the meaning of "from dismantling to reorganization” as a new creative way to drive employee engagement. On the other hand, it also changes the point of view from traditional, boring corporate culture to fun and better understanding for younger people.