W/East Studio


Telling the philosophy of

an immigrant designer





Digital Design

Background & challenge

Born and raised in Hong Kong, living in SF. The client is known for his furniture pieces with eclectic influences from both the East and the West. Now it is time to take his personal brand to the next level and highlight his distinctive fusion style with an appropriate identity.


To reflect the contrast between Western and Eastern culture in the client’s work, I created a logomark based on stylized letterforms W and E, with a pseudo dimensionality that delivers a balanced and engaging visual.

To complement the main identity in brand application, I designed a few shapes with clear influence of geometric abstraction popularized by avant-gardists in the early twentieth century, but in a muted palette of traditional Chinese colors such as fish maw white, grayish blue and soft orange. Another happy marriage of Eastern and Western styles.



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