Bringing xDesign into the 21st century
A complete brand evolution with an accompanying website redesign.
The Brief
Dianrong was the diamond sponsor for Hong Kong Fintech Week in 2017. It needed a bespoke standalone brand created for the conference - something that felt close to the core Chinese branding, but also retained some individual flare. Something approachable, yet tactile.
Bringing personality & approach-ability to a financial brand
For this project, the balancing act came in standing out against the rest of the sponsors while also feeling instantly “fin-tech.” Utilising grainy textures and marrying a more traditional financial colour palette with fun, bright hints of yellows and oranges I was able to inject a degree of “fun” into the brand, while also giving it a sense of approachability via the more analogue textures and roughened edges.
The result is a brand that feels related to the financial roots, but in a more human and modern way.
