Cycling for a Better Future Visual Communication Design by Chris Chung, Chien Chun Feng and Chun Yu |
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| DESIGN NAME: Cycling for a Better Future PRIMARY FUNCTION: Visual Communication Design INSPIRATION: Giant Group's pioneering commitment to sustainability within the cycling industry inspired our team to develop an ESG strategy and branding that aligns with their vision. By consolidating their sustainability goals into clear pillars and messaging, we aim to enable effective communication across all stakeholders about the full breadth of their initiatives. UNIQUE PROPERTIES / PROJECT DESCRIPTION: The ESG strategy consolidates Giant Group's wide-ranging sustainability efforts into three strategic pillars addressing climate action, circularity, and social inclusion. The dynamic branding elements and messaging guide reflect their leadership and commitment to driving positive environmental and social change through sustainable mobility solutions. OPERATION / FLOW / INTERACTION: The ESG strategy visual design features vibrant gradient colors and simple yet bold circular graphic elements to clearly and effectively communicate Giant Group's sustainability vision and commitments across diverse audiences. The circular geometry and gradients represent their leadership and the continuous momentum needed to drive change. PROJECT DURATION AND LOCATION: The global ESG strategy design project kicked off in June 2023, spearheaded by our teams collaborating directly with stakeholders at Giant Group. As an ongoing effort, we continue to work on extending the strategy across Giant Group’s subsidiary companies and across multiple channels. FITS BEST INTO CATEGORY: Graphics, Illustration and Visual Communication Design |
PRODUCTION / REALIZATION TECHNOLOGY: Through in-depth collaborative workshops with stakeholders across Giant Group's sustainability, marketing, and communications teams, we identified and aligned on the core ESG pillars and strategy. We then designed bold, gradient graphic elements and circular shapes inspired by bicycle wheels to reflect their forward momentum and commitment to a broad spectrum of sustainability initiatives for future generations. SPECIFICATIONS / TECHNICAL PROPERTIES: The collaboration generated assets across channels, including website pages, visual identity guidelines, a brand booklet, infographics, and social media images to align messaging. TAGS: Sustainability, environment, social responsibility, cycling, branding, strategy, ESG, climate action, circularity, mobility RESEARCH ABSTRACT: Extensive research was conducted to inform the ESG strategy, including analyses of market macro and micro-trends, competitor and benchmark studies, and in-depth interviews with relevant stakeholders. This enabled targeted communication formats suited for the cycling industry. Our work culminated in raising the bar for ESG communication within Giant Group’s entire value chain, empowering them to effectively convey sustainability commitments to diverse audiences and lead as pioneers driving positive impact. CHALLENGE: Synthesizing Giant Group's complex array of sustainability efforts into a coherent ESG strategy and then translating this into visually compelling, on-brand assets was deeply challenging. Close collaboration with stakeholders across the business enabled us to consolidate goals, align on strategic pillars, and develop creative yet simple branding to convey their sustainability leadership. ADDED DATE: 2023-02-24 06:33:16 TEAM MEMBERS (6) : Strategist: Marco Negri , Designer: Stacey Chun Yu , Senior Designer: Tina Chien Chun Feng, Creative Director: Chun Cheng Chung, Senior Account Manager: Anew Yu Hsin Lin and CEO: Ya Ting Yu IMAGE CREDITS: Image #No 1: Senior Designer Tina Chien Chun Feng, Giant Group ESG Branding, 2023. Optional Image #1: Senior Designer Tina Chien Chun Feng, Giant Group ESG Branding, 2023. Optional Image #2: Senior Designer Tina Chien Chun Feng, Giant Group ESG Branding, 2023. Optional Image #3: Senior Designer Tina Chien Chun Feng, Giant Group ESG Branding, 2023. Optional Image #4: Senior Designer Tina Chien Chun Feng, Giant Group ESG Branding, 2023. Video Credits: Senior Account Manager Anew Lin, Giant Group ESG Branding, 2023. Senior Strategist Marco Negri, Group ESG Branding, 2023. Senior Designer Tina Chien Chun Feng, Giant Group ESG Branding, 2023. Designer Stacey Chun Yu, Giant Group ESG Branding, 2023. PATENTS/COPYRIGHTS: Copyrights belong to Giant Group, 2023. |
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| Visit the following page to learn more: https://www.red-peak.com/case/giant_esg | |||||
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NAME: Giant Group PROFILE: Giant Group, founded in 1972, has spent the past 50 years demonstrating the potential for innovation and development through meaningful partnerships that integrate the industry value chain with their global business. With a focus on collaboration, Giant Group has shown its partners what is possible when working together towards a common goal. Their approach has resulted in successful partnerships that have driven progress and helped shape the cycling industry. |
| AWARD DETAILS | |
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Cycling For a Better Future Visual Communication Design by Chris Chung, Chien Chun Feng and Chun Yu is Winner in Graphics, Illustration and Visual Communication Design Category, 2023 - 2024.· Press Members: Login or Register to request an exclusive interview with Chris Chung, Chien Chun Feng and Chun Yu. · Click here to register inorder to view the profile and other works by Chris Chung, Chien Chun Feng and Chun Yu. |
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