正信智汇 Zenith — Visual Identity System
#002A full identity manual for a Chinese construction engineering group, built for its thirtieth year — mark geometry, bilingual lockups, a woven pattern system, and the hundred objects it had to survive.
- Année
- 2024
- date
- 2024.01 – 2024.08
- client
- Zenith Construction Engineering Management Co., Ltd · Chengdu
- scope
- Identity System, Brand Manual, Applications
- credited
- Brand Designer & Creative Coordinator
- outcome
- 30% lift in brand recognition among clients
A — THE MARK
Two strokes crossing at 60 degrees, drawn as one woven ribbon. It reads as a Z, as rising ground, and as two parties meeting, which is the business: thirty years of cost consulting and project management on other people’s buildings.
B — THE SYSTEM
Three colours, one typeface, one pattern, and a page of everything you are not allowed to do with them. A manual is only worth the restrictions it writes down.
The mark breaks down into a weave. Four densities, from a tight herringbone to an open lattice, so the pattern can carry a business card or a building.
C — POSTERS
Three states of one word. Gold leaf, pressed black, and indigo on newsprint.
D — IN THE OFFICE
Letterhead, cards, passes, clipboards, uniforms. The dull half of an identity, and the half that decides whether anyone ever sees it twice.
E — THIRTY YEARS
A commemorative set for the firm’s thirtieth anniversary: coins, badges, pins, folders, cups, tape, and a tote. Produced, handed out, and still in the office.
Then the same system at building scale.
