The Wild Corporate Identity

The Wild Corporate Identity is a sophisticated branding design project that exemplifies the harmonious fusion of traditional Chinese aesthetics with Western minimalist principles, created for a luxury mountain resort. This comprehensive visual identity system, designed by Chao Xu, centers around a masterfully crafted crane logo executed in traditional Chinese ink painting technique, symbolizing the aspirational lifestyle of mountain dwelling and artistic freedom. The design's foundational element derives from the crane's feather pattern, which ingeniously transforms into various representations of local flora and fauna found in Huangbai mountain, creating a cohesive and versatile visual language. The identity system demonstrates exceptional attention to detail through its implementation across various touchpoints, including business cards, letterheads, and greeting cards, utilizing premium materials and gold stamping techniques to convey understated luxury. The project, completed in 2019, emerged from extensive on-site research and cultural investigation, resulting in a design that successfully bridges Eastern and Western design sensibilities. The work garnered recognition with an Iron A' Design Award in the Graphics, Illustration and Visual Communication Design category, acknowledging its innovative approach to cultural synthesis and visual storytelling. The identity system's strength lies in its ability to maintain visual consistency while adapting the core pattern element to create diverse yet harmonious representations of the mountain's ecosystem, effectively communicating the resort's connection to its natural surroundings and cultural heritage.

Author: Adam Dawson

Keywords: corporate identity design, luxury hospitality branding, Chinese aesthetic fusion, sustainable resort identity, minimalist logo design, cultural heritage integration

SOURCES:
https://competition.adesignaward.com/100724

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