Billy Cheung


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    • P001 Graphic Dpt


    Branding & Identity
    Brand Strategy
    Spatial Design
    Web Design



    The rebranding project commissioned in 2022, crafted for the design office Graphic Dpt. Originally established as Daedalustudio in 2018 with locations in Hong Kong and Taiwan. Graphic Dpt specializes in branding and identity design, brand strategy, and communication design.

               It all started from a circle – the basic elements: dot, line, shape of design. The circle symbolizes the vision of “Ignite from infinite possibilities.” As a visual motif, it reflects both the foundational essence of design and the studio’s belief in process-driven creativity—where curiosity and intention meet. From this core concept, we developed a system that could grow and adapt without losing its coherence.

                       The rebranding was not only about refreshing the visual identity but also about articulating a clearer voice for the studio as it entered its next chapter. Graphic Dpt evolved from a small, independent practice into a cross-regional design consultancy with multidisciplinary collaborations and clients ranging from cultural institutions to tech startups. The new identity needed to reflect that shift: a studio rooted in clarity and thoughtfulness, yet dynamic and experimental in its approach.






    We started with a refined logotype—minimal, typographically balanced, and custom-built with soft geometric forms to subtly echo the circle origin story. A modular identity system was created to allow flexibility across print, digital, and spatial applications. The brand palette shifted to a monochromatic base punctuated with vibrant accents—visual sparks that hint at the energy of creation. Typography was reimagined using a clean grotesk paired with a humanist serif, allowing the brand to speak with both rationality and warmth.

               One of the most crucial parts of the rebrand was redefining the tone of voice and visual behavior across channels. We designed a set of brand guidelines that placed as much emphasis on rhythm, movement, and whitespace as on structure. The studio’s communication, from its website to project documentation, now reflects an intuitive, less-is-more philosophy rooted in design intelligence.

                          Through this rebrand, Graphic Dpt embraced its growing maturity without losing its experimental core. The result is a visual and verbal identity that mirrors the studio’s ethos: agile, considered, and driven by the belief that design is not just about solving problems, but sparking meaningful conversations.









    Client
        Graphic Dpt
    Category
        Brand Strategy
        Brand Identity
        Spatial Design
        Web Design
    Sector
        Design & Culture
    Year
        2023    Creative Direction    Billy Cheung



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