Jingpai Consultancy is a business design-based company that provides innovation and competitive strategy solutions through brand planning and product value building, ultimately. The company encompasses business research, consumer upgrading and trend insights, with the mission of "helping companies have the ability to adapt to change".

When designing the brand identity for the company, I considered that it would be most appropriate to use a "dialog box" as the main image of the logo, and since the brand name has the word "whale" in it, I incorporated the whale element into the dialog box graphic to create an exclusive logo that is fun, simple and in line with the brand image.

In the auxiliary graphics, the brand culture of the company was boldly reorganized in an array arrangement, so that the cultural concept and the brand logo were combined into one and became a unique auxiliary graphic. At the same time, the concept of "chessboard thinking" in the culture was transferred to the graphic design, and the black and white checkers were replaced with the brand standard colors to become a blue and white checker super symbol exclusive to the company.