Designing An Effortless Visual System for a Versatile Consulting Company
Background
Sun Street Co. is a versatile company that started out in 2016 as a trading and business consultancy company and a personal coaching company that was was introduced in 2020.
Sun Street's trading arm specialises in distributing leading men's grooming brands such as Uppercut Deluxe and JS Sloane Co. to Asia, and developing business development strategy and providing guidance on market entry strategies for their clients on the business consultancy side.
Having such a broad service offerings, Sun Street Co. needed a simple visual system to bridge three of its service pillars. The aim is to create a visual language that allows to identify the three services as three different entity but presented under one unified brand under Sun Street Co.
Approach
We began our design process by gathering inspirations from the connection that Sun Street Co. has with its name and industry.
Sun Street Co. is named after a street name in Wan Chai, Hong Kong. Sun is a strong visual word and it became very clearn that we can to incorporate sun related associations into the brand's visual language.
Other than the sun, trading defines Sun Street Co. identity the most as the business started its journey by doing its trading trade first. Hong Kong, being one of the most prominent trading ports in the world has a rich history of trading businesses and one of the distinct elements is that they mostly use tall and condensed typeface as their loogmark.
Solution
The discoveries shaped Sun Street's visual identity direction. Instead of using the color yellow, we decided to go for a modern and straightforward sun icon to represent the sun.
The master logo is applied to represent all three services it offers. The design elements are simple and straightforward to represent the sun in a minimal line drawing style. Each sub-brands has its own logo and adopting similar design elements from the master logo.
The brand colours are chosen carefully to reflect the earthy, calming, and down-to-earth personality of the brand. The primary brand colours are royal blue, cream and light grey, each representing Sun Street’s sub-brands. The supporting colours are grey, white and black, used to complement the primary colours for background or text usage.
Result
The new brand identity for Sun Street Co. has proven that keeping things practical and effortless always works when visualising a complex design, especially identity. This design marks a beginning of Sun Street's journey to apply the assets seamlessly for website, social media and prints. All of this to further amplify Sun Street's impact to the world of trading, business consulting, and coaching
