DFH INVENTORY
OWNING A PIECE OF THE STORY
THE
OPPORTUNITY
Dongfang Hour is a media platform providing in-depth and up-to-date English-language coverage of the Chinese space program.
After two years of growth, the founders outlined a strategic goal, to create a merchandise brand that expands Dongfang Hour’s accessible, bold interpretation of Chinese space industry ideas and stories.
Role
Design lead
Capabilities
Brand identity
Brand positioning
Digital design
Brand guidelines
Product development
Date
2022
THE
SOLUTION
It became clear early in the process that while the Dongfang Hour masterbrand commands high audience recall, it lacks flexibility and legibility across offline touchpoints.
The solution was to create a versatile sub-brand, one that leverages the essence of the masterbrand while adopting a fresh, accessible visual approach.
The Dongfang Hour brand name is distilled into the DFH acronym while ‘inventory’ acts as a descriptor for the sub-brand that is both technical and merchandise-specific.
The 45° gradient is employed throughout the identity using a fresh and engaging colour palette of hot orange and vivid purple.
The iconic checkered tracking patterns of the Chinese Long March rocket family inspire supergraphic treatments and are incorporated into product lines.
Building on the new identity, an initial t shirt series was developed to introduce the store to Dongfang Hour’s fanbase and demonstrate the flexibility of the identity.
The series celebrates the launch capabilities and diverse regional characteristics of China’s four launch centres.
JEAN DEVILLE
Founder,
Dongfang Hour
“Our collaboration with Ed has been nothing short of amazing. His deep understanding of our vision and clear strategic approach made him the perfect creative partner. Ed has expertly and meticulously translated our vision into a highly engaging, meaningful experience for our fans, ushering in the next chapter of growth for the Dongfang Hour brand.”
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