THE
OPPORTUNITY

The challenge with the Chinese space industry is that everybody has a point of view but few have the facts.

Dongfang Hour was created to bring in-depth English language coverage of the Chinese space activities to global audiences.

Since its founding, Dongfang Hour had positioned itself as a key driver of the broadening conversation around the Chinese space sector, and had grown an engaged and enthusiastic fanbase.

While Dongfang Hour had evolved to meet the expectations of its viewers, its visual identity had not.

Role
Design lead

Capabilities
Brand identity
Brand positioning
Digital design
Motion design
Brand guidelines

Date
2023

After an initial discussion, a series of key opportunities were outlined to bring freshness and clarity to the brand’s offering:

1. Highlight that while Dongfang Hour focusses on the Chinese space program, it is an entirely Western brand with zero Chinese media affiliation.

2. Ensure consistency and recognition among the brand’s diverse range of touch-points.

3. Create stand-out within the space media category through approachable, unbiased interpretation of space industry ideas and stories.

THE
SOLUTION

The new visual identity celebrates an evolution of the brand’s existing assets, as opposed to a complete rebuild.

The satellite motif hidden in the typography of the original logo is reimagined as an intrepid explorer, observing, analysing and relaying news from the Chinese space industry. The 45° panels also evoke the signature angle of the previous logo and reinforce the brand’s unique perspective.

The updated brand colors confidently break with China clichés, showing audiences the unexpected and vibrant dimension of the Chinese space industry so often hidden from view.

Simple yet flexible, the new supergraphics are inspired by the checkered tracking patterns of the Chinese Long March Rocket family. They are paired with true-to-life industry photography and hardware renders to bring the myriad aspects of the Chinese space industry to life.