FHG Brand Corporate Identity by PBB Creative Agency

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DESIGN DETAILS
DESIGN NAME:
FHG Brand

PRIMARY FUNCTION:
Corporate Identity

INSPIRATION:
The key inspiration of this project comes from glass, the core product line of FH Group. The transparency, shapes and layers of glass pieces that form the logo reflect their product properties and functionality, but also depict the company’s vision to generate new technology and design new products. The logo offers a three dimension experience to the viewers, which hints a message that FH Group is evolving from a traditional industrial manufacturer into an innovative global company.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
FH Group is the third largest all-base solid-state electrochromic glass manufacturer in the world. PBB designed a corporate identity using a combination of four layers of glass to form an FH. FH comes from the company’s original name Fan Hua, which in Chinese means Glorious City. While being a modern flat logo, it incorporates the initials FH into the design in a creative, simple and clear fashion. The colors were also carefully chosen to visually present company’s vision and culture.

OPERATION / FLOW / INTERACTION:
The first step of the workflow involve interaction between client and agency to fully understand the client's product line and the company vision. The second step was an industry analysis and creative research to bring technical concepts and creative direction together. The third step was the development of a creative direction, logo design and visual identity. The fourth step was to bring the visual identity to life through a collaboration with interior designers. The final steps was the implementation of the visual identity in the client's production facility and communication materials.

PROJECT DURATION AND LOCATION:
This collaboration lasted from April 2020 to March 2021. PBB received the initial client brief in April 2020 from the client which in located in Nantong, China. The Research and Analysis phase then started and was completed by July 2020. The Logo and Visual Identity were designed from August to October, 2020. The Application and Interior Design phase lasted between November, 2020 and March 2021. The locations production locations were Beijing and Nantong, in China.

FITS BEST INTO CATEGORY:
Graphics, Illustration and Visual Communication Design

PRODUCTION / REALIZATION TECHNOLOGY:
The corporate identity design was adapted into an interior design artwork, combining PBB's modern graphic design methodologies and FH Group cutting-edge solid-state electrochromic glass production technologies. This unique combinaison of creativity and technology delivers a glass architecture experience that transports visitors into a vibrant and colorful environment. This realization really shows the potential of a dedicated collaboration between client and agency.

SPECIFICATIONS / TECHNICAL PROPERTIES:
The logo and visual identity were adapted into real-life interior design installation of over 3m x 3m x 3m, presenting the visitors with a 3D representing of the logo. In addition to displaying the logo and brand strength, it is also a display of FH products.

TAGS:
Rebrand, Logo, Innovation, Graphic Design, Visual Identity, Interior Design

RESEARCH ABSTRACT:
Through qualitative research and interviews with the client's sales people and top industry global clients, PBB discovered that the perception of global towards FHG and the Chinese glass manufacture industry was that it could deliver quality and low price product, but they were not recognized as global innovators. Therefore, the corporate identity used that insight to push a bold, innovative and modern design that would transcend the imagination of global clients and support B2B sales.

CHALLENGE:
PBB wanted to represent FHG' products variety and communicate it into a simple artwork viewers could easily recognize and understand. As glass manufacturing is a traditional industry, the key challenge was to convince client to adopt a bolder design direction. Through several discussions, the client recognized the potential of the project and was brave enough to transcend the industry conservative culture.

ADDED DATE:
2021-03-06 16:19:20

TEAM MEMBERS (16) :
Agency: PBB Creative, Client: FHG, , Team Members:, Julien Ranjard, Creative Direction, Joseph Chieng, Interior and Architecture Design, Katherine Yao, Law and IP Rights, Wei Wang, Art Direction, Liang Chen, Graphic Design, Shizi Han, Graphic Design, Lola Mechineau, Graphic Design, Zhanhong Huang, Graphic Design, Xizi Lisu, Account Management, Karen Gao, Project Management, Fan Tu, Research and

IMAGE CREDITS:
All images and designs were created by PBB Creative

PATENTS/COPYRIGHTS:
Trademark in registration process

Visit the following page to learn more: http://www.pbbcreative.com
CLIENT/STUDIO/BRAND DETAILS
NAME:
PBB Creative

PROFILE:
PBB Creative is a design and branding agency that provides services to leading Chinese and international companies. Founded in 2011, PBB provides superior strategy, design and digital services to over 100 clients for projects including: Creative Strategy, Brand Strategy, Brand Books, Visual Identity Manuals, Product Launches, Digital Campaigns, Cross Media Brand Campaigns, Packaging Design, Logo Design, POS Materials, Social Media Creative Directions, Event Design.

NOMINATION DETAILS

Fhg Brand Corporate Identity by Pbb Creative Agency is a Nominee in Graphics, Illustration and Visual Communication Design Category.

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AWARD DETAILS

Fhg Brand Corporate Identity by Pbb Creative Agency is Winner in Graphics, Illustration and Visual Communication Design Category, 2020 - 2021.



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