Overview
I had the privilege of meeting one of AHBCA's vice presidents, and during our discussion, they expressed the association's interest in revitalizing its brand image with a modern twist. Now, let's delve into the project!
Problem
The association had discontinued the use of physical cards for member data management, and their objective was to undergo a rebranding process with a contemporary appeal. This strategic move aimed to enhance their allure, attracting a broader audience of both businesses and individuals to join them.
Design Approach
The primary objective is to streamline the business card's functionality, which entails the removal of the membership details section. Simultaneously, with the aspiration to craft a modern design that seamlessly blends the essence of both Australia and Hong Kong, aligning with AHBCA's mission and purpose.
Concept development
The initial step involved a comprehensive analysis of the business card's existing elements and their functionalities. Subsequently, I delved into an exploration phase, seeking inventive approaches to seamlessly integrate iconic representations from both Australia and Hong Kong.
Front
AHBCA logo
Name of the association
QR Code
Slogan
Contacts
Back
AHBCA logo
Membership details (will be removed)
Stamp area (will be removed)
Iconic representations
Concepts
National Animal
Floral emblem
City landscape
Hong Kong
n/a
Bauhinia × blakeana
Victoria Habour
While Australia's iconic animal is globally recognized, Hong Kong lacks a distinct local species for representation, and the floral emblems of both regions may not be instantly recognizable.
As a result, I made a strategic design choice by incorporating cityscapes into the business card, leveraging their prominence among tourists and their uniqueness in both locations.
Design iterations
In the initial concept, I introduced silhouette representations of both cityscapes to elevate the card's visual appeal. Alongside this, I conducted experiments in reorganising the card's elements to explore diverse combinations aimed at achieving the most effective design. Following the initial feedback, there was a desire for a slightly altered information layout, leading to the creation of additional concept developments.
Design Draft A
Front
Back
Design Draft B
Front
Back
Design Draft C
Front
Back
Following a comprehensive evaluation conducted by the AHBCA committee, their preferences lean towards "Design A" for the front of the business card and "Design C" for the back. Furthermore, they've outlined some specific requests, including a shift from the Sydney Opera House silhouette to Melbourne's iconic representation, opting for a modern font on the front, relocating the slogan to the back, and incorporating an English version.
Design Draft D
Front
Back
In response to the feedback received earlier, adjustments were made to align the information as per the AHBCA committee's preferences. They expressed satisfaction with these changes, and subsequently, the finalised design was forwarded to a printing company for the production of samples. This step precedes mass production for practical use.
Something happened during sampling…
Upon printing the samples, a challenge arose during the cutting process, where the green line on the card's back couldn't be precisely cut due to manual handling rather than automated production. Consequently, a modification to the final design was necessitated due to this physical limitation.
Final Design
Front
Back
