During the brand workshop, we established their audience, positioning, personality, values, vision, mission, purpose along with points of difference. From here, we created their Brand Core Strategy, providing them with an overall framework to shape their decision making and future plans.
As we developed the visual identity, we explored ideas of connecting people. We delved into cultural traditions and found an endearing tale popular in Asian folklore, Akai Ito, or the red thread of destiny. According to the legend, it connects us to those we are destined towards, and whilst it may tangle or stretch it will never break. When we pitched the concept with the outline of a visual direction, it was clear that it hit the mark, and gave us the launchpad to expand and refine.