Interview about Easygo Corporate Identity, winner of the A' Graphics, Illustration and Visual Communication Design Award 2025
The design integrates the directional meanings of the Chinese characters for up and down into a visual language that transcends linguistic boundaries. By emphasizing intuitive functionality through concise and culturally embedded forms, the design communicates effectively across different user groups. Its clear structure, vibrant tone, and playful interaction reflect thoughtful attention to usability and visual storytelling. Through symbolic representation and minimal aesthetics, the design delivers a distinctive and engaging user experience.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThe integration of directional Chinese characters within the Easygo Corporate Identity system represents a deliberate semiotic and typographic exploration that bridges cultural narratives with functional design. From the outset, my intention was to deconstruct traditional Chinese logographic elements and reinterpret them as part of a contemporary, modular visual language.In particular, characters like “上” (up) and “下” (down) possess dual-layer meaning — they are not merely directional indicators but also embody philosophical concepts of hierarchy, spatial orientation, and transition within Eastern culture. By abstracting these characters through a systematic graphic reduction process, they were transformed into universal symbols that retain their cultural authenticity while achieving cross-cultural accessibility.This methodology allowed the identity system to operate on multiple levels: visually intuitive for global users, culturally resonant for local audiences, and structurally coherent within the broader visual ecosystem of the brand. Ultimately, this typographic intervention reinforces the brand’s positioning as both rooted in Chinese identity and aligned with international design standards.
Balancing accessibility with contemporary aesthetics was a central challenge in the development of the Easygo Corporate Identity. The brand operates at the intersection of two distinct user groups: elderly individuals who prioritize clarity and functional usability, and younger purchasers who are driven by emotional resonance and modern design sensibilities.To address this, I adopted a human-centered, inclusive design approach. From a visual standpoint, the system employs simplified geometric forms, high-contrast color schemes, and clear typographic hierarchies to ensure legibility and intuitive recognition for older users. At the same time, the visual language incorporates minimalist aesthetics, modular graphic structures, and subtle cultural references that resonate with younger, design-conscious consumers.Furthermore, the strategic use of culturally symbolic elements — such as the directional Chinese characters — creates a sense of familiarity and trust for senior users, while the abstracted, systematized presentation reflects a progressive, forward-looking identity appealing to the younger demographic. This dual-layer design methodology ensures the brand is both approachable and aspirational, meeting functional accessibility standards without compromising visual sophistication.
The core social mission of Easygo—to address mobility barriers for elderly residents in Asia’s walk-up buildings—deeply informed every aspect of the visual storytelling. Recognizing that this project extends beyond product functionality to address social equity, I focused on creating a visual narrative that conveys both accessibility and dignity.The use of upward and downward directional symbols, combined with clean, intuitive iconography, ensures that the design communicates movement and ease. Meanwhile, the visual language emphasizes clarity, stability, and human-centered design principles, reflecting the project's commitment to improving daily life for vulnerable groups.
The circular motif within the Easygo Corporate Identity emerged as a visual metaphor for vitality, continuity, and inclusiveness. During the conceptual development, I explored how geometric forms could coexist with directional symbols to create a cohesive, symbolic language.The circle, traditionally associated with unity and life cycles, naturally complements the upward and downward directional elements. This combination represents both the physical motion of elevators and the broader notion of life progression and accessibility, resulting in a harmonious system where form reinforces function and cultural meaning.
Sustainability was embedded in the Easygo Corporate Identity from the beginning. Beyond visual design, material selection and production processes were guided by circular economy principles. The use of eco-friendly materials for signage, product markings, and printed materials reflects the project's environmental responsibility.Visually, minimalism reduces resource consumption while reinforcing clarity. This alignment between design aesthetics and environmental ethics ensures that the identity system supports both ecological sustainability and long-term brand integrity.
Creating a visual identity that transcends generational and literacy barriers required extensive research into cognitive ergonomics and cross-cultural communication. I studied visual patterns commonly recognized by both elderly and younger demographics, focusing on intuitive symbols, clear directional cues, and culturally neutral color palettes.User testing with diverse age groups validated the legibility and accessibility of the system. The result is a design language that communicates effectively across varying literacy levels, cognitive abilities, and cultural backgrounds.
The development of Easygo Corporate Identity from 2020 to 2023 reflects a dynamic response to evolving user needs and market shifts. Initially, the project focused primarily on functionality and accessibility for elderly users.However, as societal awareness of inclusive design and intergenerational products grew, the system evolved to incorporate stronger aesthetic elements, modular adaptability, and cultural storytelling. This iterative process allowed the identity to remain relevant, visually compelling, and socially responsible in changing market conditions.
Easygo's dual-track elevator system represents a technological breakthrough in mobility solutions, and this innovation directly influenced the visual identity. The system's ability to serve two groups simultaneously inspired the duality within the visual language.Graphically, this is expressed through mirrored directional symbols, parallel graphic structures, and balanced compositions that echo the dual-track functionality. The visual system thus reinforces the brand's technical advantage while making complex technology approachable for everyday users.
The minimalist aesthetic within Easygo Corporate Identity was intentionally designed to achieve both functional clarity and emotional resonance—a balance often considered contradictory. By reducing visual complexity, the system enhances legibility and user comprehension, which is critical for accessibility.Simultaneously, minimalism provides space for cultural elements, geometric symbolism, and refined details to emerge, fostering an emotional connection. This careful calibration ensures the identity is both efficient and emotionally engaging, reflecting both practical and aspirational brand values.
As Easygo expands across diverse Asian markets, the identity system is designed with cultural modularity, enabling localized adaptation without compromising core consistency. The foundational elements—directional symbols, circular motifs, and simplified forms—remain constant.Meanwhile, color palettes, typography nuances, and cultural references can be regionally tailored to reflect specific societal values or aesthetic preferences. This strategy ensures the identity retains its universal accessibility while resonating authentically within each cultural context.
Dive into a world of design excellence with our curated highlights. Each feature showcases outstanding creativity, innovation, and impact from the design world. Discover inspiration and learn more about these incredible achievements.
