AT A GLANCE

We are a multidisciplinary creative and digital studio based in Los Angeles. We are a group of passionate and tech savvy creatives who specialize in producing ingenious designs and functional beauty, aiming for performance and date driven results for our clients.

 

THE GOAL

No brand is harder to refine into perfection than your own. We want to create a new brand identity that tells the story behind and speaks to the studio that we are today.

Client: XYU design

Category: Branding, Digital, Print

The Story

XYU design was founded in 2014 by Chelsea Yu. With her passion for design, extensive experience working with tech media marketing and advertising agencies, the confidence she gained, and the appreciation she received for delivering outstanding creative solutions inspired her to start her own creative business.

 

At the very beginning, it was more of a part-time business. It was not until late 2015 that after she overcame a series of personal challenges, she decided to turned what she’ve learn in the challenges into the stepping-stone and foundation of building her own business and finding her own voice as a female Chinese American entrepreneur.

THE CONCEPT

Most likely the first two things you’ll notice in the XYU logo is the sleek triangle and the letters XYU, an initial of the founder’s Chinese name; and it was strategically designed to form the triangle. With an extra effort you’ll also be able to recognize the triangle is an equilateral triangle, the strongest shape there is. It symbolize the challenges that the founder overcame in 2015, and yet the tremendous courage, strength, confidence, and faith that she gained afterwards. It was all these qualities influence the attitude of XYU design culture that we dream big, not afraid of taking risks, and thrive to succeed.

THE OUTCOME

You tell us! :///)