Hualing Insurance, insurance company had an existing old logo and connection with Hualing Group, so the brief was to maintain the group brand colors, but distance new brand from the Hualing Group eastern background and to give the brand younger and more western identity. The key words in the brand platform of Hualing Insurance were: smart; friendly; simple, so the new identity had to correspond with these words.

Insurance company identity needed more emotional link to the audience, so our Art Director Esso Man decided to evoke emotions with the new logo. With keeping Hualing Group colors, he made a new abbreviated logo, which simply became “hi” - a greeting from the company and added a slogan Happy Incident with the same “H” “I” letters.

He ditched capital letters to make it more informal, used and emphasized forgotten extra colors from the brand book, and implemented rounder shapes. The result was a visual identity, which was consistent to the brand philosophy and literally was saying hi to the audience.