Emerging Comms | Brand identity and website design (Gold Transform Award)

Working alongside the Creative Director at The Pull Agency, I contributed to the development of a complete brand identity and visual system for Emerging Comms, a consultancy focused on helping Western brands succeed in China.

Emerging Comms faced a clear challenge. Despite strong expertise, they were perceived as the least distinctive brand within their competitive set. This insight came from The Pull Agency’s brand blueprint process, which also defined what made them different. Emerging Comms is not a traditional agency, but a consultancy that helps brands understand China, enter the market with clarity and grow with confidence.

My role focused on translating this strategic position into a visual idea. The identity is built around purposeful horizontal movement, representing the journey from West to East and the navigation of cultural and commercial differences. This directionality became a consistent visual device across the system.

Clarity was a central theme throughout the work. The brand needed to take something unfamiliar and make it understandable. This informed decisions across typography, layout and visual framing. The logotype and symbol drew from contemporary Chinese design references, creating a modern identity that felt authentic without relying on clichés.

The design language extended into a bold colour palette and illustration system, combining clean graphic forms with moments of energy and contrast. Motion was considered from the outset, becoming an integral part of the brand’s behaviour rather than an afterthought. Photography followed a clear principle, using contrast between blurred environments and sharp focal points to reinforce the idea of bringing clarity to complexity.

Alongside the core identity, I helped develop a flexible set of UI and digital assets, including guidelines, presentation templates, social content and event materials. The result was a scalable system that allowed the Emerging Comms team to communicate consistently across global touchpoints.