Xu Zheng created his own film production studio Joy Leader and commissioned DeTao Studio Baeriswyl to develop the brand strategy and design.
The entire nation is looking forward to September 25th, to head for the cinema and see the movie “Lost in HongKong” directed by Xu Zheng and produced by Enlight Media Group. Xu Zheng is a famous Chinese comedian, who’s been following a career in performing arts since Grade 3 in primary school. His first movie “Lost in Thailand” made its debut in 2012 and set the world alight.
Following this success, Xu created his own film production studio Joy Leader and commissioned DeTao Studio Baeriswyl to develop the brand strategy and design.
The name and brand strategy of the new company are strongly linked to the personality of Xu Zheng. To create an open brand platform, Florin Baeriswyl and his team linked the brand to an icon which speaks a global language and reflects the Joy Leader values–the pinwheel. It creates positive emotions; it moves; it stands for energy, passion and continuity.Based on this icon pinwheel, Studio Baeriswyl defined the brand personality, positioning and design. The logo for Joy Leader is reduced to an iconic abstraction of the pinwheel, timeless and joyful in orange, like the sky at sunrise.
“People are attracted by beauty, the foundation of the visual design.” Florin says, “Beyond that it needs to be simple, unique and communicative. It was great to work with Joy Leader, who are both open minded and strongly rooted in Chinese values – a great combination.”
The claim ENJOY stands for entertainment and joy: Joy Leader’s promise.