Guggenheim Partners Japan Market Branding

Creative Direction

To align with cultural sensibilities, the local Japanese office requested a custom visual identity targeted to their client demographic. After extensive research, my team and I developed three design concepts — focus, overlay and organic — that incorporated purple, Guggenheim’s primary color, with fresh graphics. The focus concept featured the Japanese flag; the overlay concept included origami and fashion; and the organic concept — which was selected by the stakeholders — incorporated brush strokes in a garden design.