Within 3 months, the creative process went from shaping the briefing and defining the foundation of the brand, to workshops and multiple rounds of presentation with design refinements. The whole process was only possible with the guidance and expertise of Singapore & Hong Kong-based brand consultancy, Shift.
Once the final direction was found and agreed by the shareholders, additional rounds of adjustments and polishing took place, including a “perfect weight” interactive test, that allowed team members to vote based on a real time looped visual feedback. With the votes computed afterwards, an average (optimum) weight was displayed.
Further adjustments down to angles and kerning were almost unnoticeable to the naked eye, but still perceived from a semiotic "firstness" perspective. To strength up Feng Shui and numerology aspects around the brand, 38° was the chosen as the official angle. In Chinese culture, 8 is the luckiest number. 3 + 8 = 11, which represent the first two AA letters of the brand and also happen to be the first letter of the alphabet.
