Project Brief.
Chow Tai Fook is a renowned jewellery and gold retailer founded in 1929. With a rich history and significant recognition, it stands as one of the most established jewellery brands in the Asian market.
In response to an outdated work culture and a perceived rigid structure, Chow Tai Fook is not only undergoing a rebranding initiative but also injecting fresh perspectives into its workplace environment.
To reflect the revitalized brand image and capture the new values and competencies of Chow Tai Fook employees, the project brief involves selecting, editing, and creatively utilizing imagery that aligns with the brand’s new vision. Each visual element should clearly convey the core values to inspire and motivate employees.
Design Process.
As the sole designer for this project, I gathered feedback from clients, the client service team, and the creative director. I provided the requested files in both editable and printable formats. The project required expertise in layout design and Photoshop, as well as proficiency in Chinese to accurately interpret the competencies and values expressed in 4 Chinese Idioms.