Cycling for a Better Future Motheo oa Kopanyo ea Pono by Chris Chung, Chien Chun Feng and Chun Yu

Cycling for a Better Future Motheo oa Kopanyo ea Pono by Chris Chung, Chien Chun Feng and Chun Yu is a highly esteemed winner of the very prestigious 2024 Moputso oa Boronse oa A' Design Award in Moralo wa Dikerafikhe, Ditshwantsho le Puisano ka Pono Competition Category.

BoronseKerafikhe· 2024

Cycling for a Better Future Motheo oa Kopanyo ea Pono

by Chris Chung, Chien Chun Feng and Chun Yu

Client: Giant Group

Moputso oa Boronse oa A' Design Award Winner in Kerafikhe Category

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Colors

The Design

About Cycling for a Better Future Motheo oa Kopanyo ea Pono

Ho Palama Baesekele bakeng sa Bokamoso bo Betere ke moralo oa kopanyo ea pono o entsoeng bakeng sa leano la tikoloho, sechaba le puso ea Giant Group. Leano lena le kopanya mesebetsi e mengata ea ho tšehetsa bophelo bo sa feleng ka lithupa tse tharo tse akaretsang ketso mabapi le boemo ba leholimo, potoloho ea lisebelisoa le ho kenyelletsoa ha sechaba. Mebala e matla ea "gradient" le meaho e bonolo ea sekhutlo se potolohileng, e susumetsoang ke maotoana a baesekele, e theha puo ea pono. Moralo ona o sebelisitsoe maqepheng a websaete, litataisong tsa boitsebiso ba khoebo, bukana ea khoebo, litšoantšo tsa lintlha (infographics) le litšoantšo tsa mecha ea kopano ea sechaba. Sepheo ke ho fana ka molaetsa o hlakileng bakeng sa bamameli ba fapaneng.

The Recognition

About the Moputso oa Boronse oa A' Design Award

Cycling for a Better Future Motheo oa Kopanyo ea Pono ke mohapi oa Moputso oa Boronse oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo e ikhethang e tsejoang ka boqapi, bohlale ba ho qapa le bohlale. Bahapi ba Boronse ke lintho tse nang le bokhoni ka ho felletseng le boqapi bo hlollang tse tiisang boiphihlelo bo bongata, mohopolo le bokhoni ba ho iphumana ba baqapi ba tsona. Cycling for a Better Future Motheo oa Kopanyo ea Pono e lebelletsoe ho ba ntho e hlomphuoang haholo, e ratoang le e ratehang, e nang le boprofeshenale bo bonahalang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Boronse oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa bonong, mahlaleng, moralong le theknolojing mme o hlahella ka ho tsepamisa maikutlo lintlheng tse nyenyane. Cycling for a Better Future Motheo oa Kopanyo ea Pono e kutloisisa litlhoko hantle, e ama litakatso, e hapa maikutlo mme e tsosa takatso ea ho tseba.

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.