AD International China — Tradition, Harmony, Partnership
A visual language for AD International Consulting's positioning at the intersection of Chinese heritage and Western business rigour, built for the negotiation room rather than the travel brochure.
Concept
Rather than leaning on tourist iconography, the direction draws from craft and material culture: lacquer, jade, blue-and-white porcelain, calligraphy and imperial red. The result is a vocabulary that feels authoritative in a cross-border negotiation, not decorative.
Three pillars
Tradition: motifs, calligraphy and noble materials as the visual bedrock. Harmony: the 和 seal as a recurring anchor, balancing Chinese warmth with Western restraint. Partnership: an image built for durable business relationships rather than surface-level cultural reference.
Palette and typography
Lacquered burgundy and ink black dominate, with imperial gold used sparingly as an accent and natural linen for breathing room (roughly 60% ink, 25% burgundy and linen, 15% gold). A serif display face for titles and seals pairs with a clean sans-serif for working documents.
Colour palette
Materials
Inspirations
“Two cultures, one shared future.”
Moodboard composition and brand direction by Aurélie Dupassieux for AD International Consulting.