Cycling for a Better Future Naqshadeynta Isgaarsiinta Muuqaalka ah by Chris Chung, Chien Chun Feng and Chun Yu

Cycling for a Better Future Naqshadeynta Isgaarsiinta Muuqaalka ah by Chris Chung, Chien Chun Feng and Chun Yu is a highly esteemed winner of the very prestigious 2024 Abaalmarinta Naxaasta ah ee A' Design Award in Naqshadeynta Garaafigga, Sawir-gacmeedka iyo Isgaarsiinta Muuqaalka Competition Category.

NaxaasGaraafig· 2024

Cycling for a Better Future Naqshadeynta Isgaarsiinta Muuqaalka ah

by Chris Chung, Chien Chun Feng and Chun Yu

Client: Giant Group

Abaalmarinta Naxaasta ah ee A' Design Award Winner in Garaafig Category

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Colors

The Design

About Cycling for a Better Future Naqshadeynta Isgaarsiinta Muuqaalka ah

Baaskiil Wadista si loo Helo Mustaqbal Fiican waa naqshad isgaarsiinta muuqaalka ah oo loo sameeyay xeeladda deegaanka, bulshada iyo maamulka ee Giant Group. Xeeladdan waxay isku keentaa dadaallo badan oo waarniin ah oo lagu daray saddex tiir oo daboolaya falcelinta cimilada, wareegga iyo ka mid noqoshada bulshada. Midabyada isbeddelka ee dhalanteedka ah iyo qaababka wareegsan ee fudud oo laga soo hormariyay taayirada baaskiilka ayaa sameeya luqadda muuqaalka. Naqshadda waxaa lagu dabaqay bogagga websaydhka, tilmaamaha aqoonsiga sumadda, buug-yare sumadeed, xografiikada iyo sawirrada baraha bulshada. Ujeeddada waa isgaarsiin cad oo la leeyahay dhagayste kala duwan.

The Recognition

About the Abaalmarinta Naxaasta ah ee A' Design Award

Cycling for a Better Future Naqshadeynta Isgaarsiinta Muuqaalka ah waa guuleystaha Abaalmarinta Naxaasta ah ee A' Design Award, aqoonsi sharaf sare leh oo la siiyo naqshado aan caadi ahayn oo lagu garto hal-abuur, hal-abuur cusub iyo caqli. Guuleystayaasha Naxaasta waa shaqooyin xirfad buuxda leh iyo hal-abuur yaab leh oo xaqiijiya khibrad weyn, male-awaal iyo kartida naqshadeeyayaashooda. Cycling for a Better Future Naqshadeynta Isgaarsiinta Muuqaalka ah waa walax la filayo inay noqoto mid aad loo tixgeliyo, la ixtiraamo oo la jecel yahay, xirfad cad leh oo hal-abuur cusub leh. Naqshadahan ku guuleystay Abaalmarinta Naxaasta ah ee A' Design Award wuxuu ku darsadaa hab-dhaqanno ugu wanaagsan farshaxanka, sayniska, naqshadaynta iyo tignoolajiyada wuxuuna ku fiican yahay dhawrista tafaasiisha. Cycling for a Better Future Naqshadeynta Isgaarsiinta Muuqaalka ah si fiican ayay u buuxisaa baahiyaha, taabataa rabitaannada, soo jiidataa dareenka kicinayaanna xiisaha aqoonta.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The ESG strategy consolidates Giant Group's wide-ranging sustainability efforts into three strategic pillars addressing climate action, circularity, and social inclusion. The dynamic branding elements and messaging guide reflect their leadership and commitment to driving positive environmental and social change through sustainable mobility solutions.
Dimensions & Packaging: The collaboration generated assets across channels, including website pages, visual identity guidelines, a brand booklet, infographics, and social media images to align messaging.
Tags: Sustainability, environment, social responsibility, cycling, branding, strategy, ESG, climate action, circularity, mobility
Production Technology: Through in-depth collaborative workshops with stakeholders across Giant Group's sustainability, marketing, and communications teams, we identified and aligned on the core ESG pillars and strategy. We then designed bold, gradient graphic elements and circular shapes inspired by bicycle wheels to reflect their forward momentum and commitment to a broad spectrum of sustainability initiatives for future generations.
Design Challenge: Synthesizing Giant Group's complex array of sustainability efforts into a coherent ESG strategy and then translating this into visually compelling, on-brand assets was deeply challenging. Close collaboration with stakeholders across the business enabled us to consolidate goals, align on strategic pillars, and develop creative yet simple branding to convey their sustainability leadership.
Research: Extensive research was conducted to inform the ESG strategy, including analyses of market macro and micro-trends, competitor and benchmark studies, and in-depth interviews with relevant stakeholders. This enabled targeted communication formats suited for the cycling industry. Our work culminated in raising the bar for ESG communication within Giant Group’s entire value chain, empowering them to effectively convey sustainability commitments to diverse audiences and lead as pioneers driving positive impact.
Inspiration: Giant Group's pioneering commitment to sustainability within the cycling industry inspired our team to develop an ESG strategy and branding that aligns with their vision. By consolidating their sustainability goals into clear pillars and messaging, we aim to enable effective communication across all stakeholders about the full breadth of their initiatives.
Project Duration: The global ESG strategy design project kicked off in June 2023, spearheaded by our teams collaborating directly with stakeholders at Giant Group. As an ongoing effort, we continue to work on extending the strategy across Giant Group’s subsidiary companies and across multiple channels.
Operation Flow: The ESG strategy visual design features vibrant gradient colors and simple yet bold circular graphic elements to clearly and effectively communicate Giant Group's sustainability vision and commitments across diverse audiences. The circular geometry and gradients represent their leadership and the continuous momentum needed to drive change.
Patents: Copyrights belong to Giant Group, 2023.
Team Members: Strategist: Marco Negri
Designer: Stacey Chun Yu
Senior Designer: Tina Chien Chun Feng
Creative Director: Chun Cheng Chung
Senior Account Manager: Anew Yu Hsin Lin
CEO: Ya Ting Yu
Image Credits: Image #No 1: Senior Designer Tina Chien Chun Feng, Giant Group ESG Branding, 2023.
Optional Image #1: Senior Designer Tina Chien Chun Feng, Giant Group ESG Branding, 2023.
Optional Image #2: Senior Designer Tina Chien Chun Feng, Giant Group ESG Branding, 2023.
Optional Image #3: Senior Designer Tina Chien Chun Feng, Giant Group ESG Branding, 2023.
Optional Image #4: Senior Designer Tina Chien Chun Feng, Giant Group ESG Branding, 2023.
Video Credits: Senior Account Manager Anew Lin, Giant Group ESG Branding, 2023. Senior Strategist Marco Negri, Group ESG Branding, 2023. Senior Designer Tina Chien Chun Feng, Giant Group ESG Branding, 2023. Designer Stacey Chun Yu, Giant Group ESG Branding, 2023.