The Shared Value Project is a nonprofit organisation, that aims to help leading corporations bring together unlikely partnerships. In order to address and rebalance unmet societal needs, while still maintaining a profitable business model. The idea behind this movement is to ensure ethical business practices for the people, corporations and the planet.

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The director Kathy Greenberg and the CEO Gaëlle Loiseau, approached me at the organisation’s intial conception. We created a clean and approachable brand identity, with an emphasis on guidelines that traced it’s roots in China and Hong Kong. We established a narrative of cultural significance. The coy fish symbolises balance, harmony, partnership and abundance. The colour scheme honours the lucky importance of gold, which holds great significance in Chinese history. This was a straightforward project, but we enjoyed designing a simple and elegant identity, that is fluid, adaptable and impactful across all media, marketing materials and corporate collateral.