Emerging Comms | Gold Transform Award

Working alongside the Creative Director at The Pull Agency, I helped develop the complete brand identity and visual system for Emerging Comms. The consultancy specialises in guiding Western brands to succeed in China. My role focused on turning their strategic positioning into a distinctive visual language and scalable UI toolkit.

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 revealed what made them genuinely different. Emerging Comms is not a traditional digital or advertising agency. It is a consultancy that helps brands understand China, enter the market with clarity, and grow with confidence.

My work began with translating that strategic truth into a visual idea. The identity is built around purposeful horizontal movement that represents the client’s role in helping brands travel from West to East. This directionality becomes a visual metaphor for navigating cultural and commercial differences.

We also explored how to express clarity. The brand needed to feel like it could take an unfamiliar or distorted landscape and make it understandable. This idea guided choices in typography, structure and visual framing. The logotype and symbol drew from contemporary Chinese design influences, creating a modern look that felt authentic rather than stereotypical.

The design language expanded into a bold colour palette and illustration system. The illustrations combined clean, graphic forms with energetic bursts of colour. Motion was considered from the beginning, and animations became an integral part of the brand’s character rather than an afterthought. Photography followed a “lens and focus” principle. Images contrasted blurred scenes with sharp focal points to reinforce the idea of transforming complexity into clarity.

I also helped create flexible UI and digital assets, including guidelines, presentation decks, social templates and event materials. The goal was to give the Emerging Comms team a practical toolkit that would stay consistent across global touchpoints.