Graphic Design That Works

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Tips from the experts Innovate...shun the skeptics...integrate

BE CREATIVE WITH PHOTO PROPS

To achieve they look they were after,

designers lit the background from under-

neath the watch as well as from other

angles, placed green gels on specific

lights, and added a subtle texture and

extra depth to the photo by draping a

shower curtain with a bubble wrap–like

texture over a sheet of transparent,

green Plexiglas.

SOFTEN THE SELL

Designers gave department store buy-

ers a twisty puzzle as a promotional

gift.

BEWARE THE SKEPTICS

Even Fossil executives doubted the ability of the Bigtic

to sell, but it ended up being one of Fossil’s biggest suc-

cess stories.

GIVE FOREIGN DESIGN OFFICES LEEWAY

Fossil allowed its foreign design offices to use their own discretion in executing the materials in order to adapt pro-

motions to their market while maintaining consistency with the established design.

Graphic Design That Works

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CONSIDER A NONTRADITIONAL

COLOR PALETTE

Fossil shunned traditional

color palettes of steel gray,

silver or metallic blue hues

that are commonly associated

with state-of-the-art technol-

ogy and opted instead for

green, a shade readily associ-

ated with conservation, ecolo-

gy, health, and wholesome-

ness but rarely, if ever, seen

as being cutting edge.

START SMALL AND GROW FROM THERE

The Bigtic campaign started with a poster and grew

from there, until Fossil had a comprehensive kit to pro-

vide to department stores.

BUILD ON THE PRESENTATION

Fossil took singular items and combined them with product displays to create a cohesive presentation at point of sale.

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(ancient asian graphics)

The Client

iAsiaWorks, a leading Internet data center

and hosting services provider across the

Asia-Pacific region, came to Gee + Chung

Design in search of an identity and a

name. They also needed help positioning

the start-up company as setting the stan-

dard for Internet data centers and hosting

services providers across the Asia-Pacific

region, while supporting their tagline of

Global Technology. Asian Focus.

The Gee + Chung design team had a spe-

cial interest in this prospect because

AUNET, as iAsiaWorks was then known,

had an Asian background. Gee + Chung

Design was well skilled in high-tech

clients from its work with IBM, Oracle,

and Apple but rarely had the opportunity

to do much work that utilized the firm’s

own Asian roots. Here was the opportunity

they were looking for, but there was one

hitch. The work had to be done quickly—

which posed little problem for this firm,

which thrives on tight deadlines.

INTERNET SERVER LAUNCH

COMBINES HIGH-TECH WITH ANCIENT ASIAN SYMBOLOGY

The Brief

The foremost objective was to develop a name and

identity. Designers didn’t waste any time getting to

work on name suggestions and placing them into

logo form. InAsia was a top choice as was PanAsia.

The client researched the availability of URLs for

each name in all the countries they wanted to target

while Gee + Chung Design visually interpreted the

name as possible logos. Treatments ran the gamut

from those that used various interpretations of the

Chinese yin yang symbol to graphics of a Pacific wave,

rising sun, Chinese lantern, the Chinese symbol for

man, and even a collage of interlocking letterforms.

Unfortunately, AUNET couldn’t secure a URL in all

their target countries for either name, but it was only

then that they discovered the possibilities of the name

iAsiaWorks, which worked as well if not better than

the previous names.

As designers settled in to develop the logo for the

chosen name, they reviewed the original motifs and

decided to borrow an earlier design with interlocking

letterforms—stylized capital P’s-initially prepared for

PanAsia—worked equally well with iAsiaWorks. It was

a classic motif and aptly communicated connectivity

and high-tech circuitry.

CLIENT:

iAsiaWorks, Inc.

DESIGN F IRM:

Gee + Chung Design

ART D IRECTOR:

Earl Gee

DESIGNERS:

Earl Gee, Kay Wu, Qui Tong

PHOTOGRAPHERS:

Kevin Ng, Kirk Amyz

PRINT AND WEB P RODUCTION:

Adrian Fernandez

COPYWRITER:

iAsiaWorks, Inc.

CAMPAIGN R UN:

January 1, 2000 through Present

TARGET MARKET:

Multinational corporations, Asian busi-

nesses, and leading Internet companies

LEFT AND BOTTOM OF OPPOSITE

PAGE: Gee + Chung visually

interpreted the possible

names InAsia and PanAsia

as possible logos. Treat-

ments ran the gamut from

those that used various

interpretations of the

Chinese yin yang symbol

to graphics of a Pacific

wave, rising sun, Chinese

lantern, the Chinese symbol

for man, and even a collage

of interlocking letterforms.

When AUNET couldn’t secure

a URL in all their target

countries for either name,

they opted for the name

iAsiaWorks.

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