Role
Account Manager, Visual Identity & Web Design, Creative Direction on the photoshoots
Brief
Refresh the logo (but not change it too much) and make a bit update on the website.
At a glance
Situation
GX Printing is a well established Taiwanese company producing boxes, labels and packaging for footwear. The original company’s visual identity was recognized by their clients so the change couldn’t be too abrupt. However, some existing assets started to show a lack of coherence and the website didn’t highlight the company’s offer very well.
Insights
The original logo needed a little bit of harmonisation and clean up but the overall feeling had to remain intact.
The products’ quality spoke for itself. Visiting the factories was extremely insightful. Indeed, the finished goods were well made with a great sense of details. The social and environmental values carried by GX Printing had to be highlighted as well.
Logo revamp
The ‘X’ was kept intact, just vectorised to enable scaling, and the rest of the elements have been rearranged around it. The sharp end of the ‘G’ was cut out to balance the letter better and soften up the whole.
We opted to keep a brush-paint typeface but a bit thicker to improve readability and scalability.
Finally, the colors have been harmonised around a common red-ish base to make the logo feel more whole.
Website and Photoshoot
Creative Intent
The website is focused on the products. The product staging is minimalist to showcase each box or label at its best.
The photoshoots were held by our team with a photographer at the factories, with the help of the GXP team, and in studio.
