Core discipline AQOMI led on the China Southern project.
China Southern
Airlines.
Holiday key visuals honouring cultural tradition.
China Southern Airlines
AQOMI Studios
AQOMI Studios
From a brief in aviation
to one recognizable brand.
We worked with China Southern Airlines on a series of holiday campaigns for their brand. They asked us to incorporate Chinese lanterns — like the ones lit at festivals — into the key visuals.
The brand operates in aviation, speaking to international travellers.
Full creative direction, from strategy to finished applications.
Strategy
Make the brand
impossible to ignore.
The campaign ran across their website for several months, reaching millions of visitors worldwide and delivering a visual experience that honoured the cultural tradition behind the imagery.
One clear story.
Connect every touchpoint into a single, coherent narrative instead of disconnected assets — so international travellers instantly understand who they are.
Stand apart.
Give the brand a distinctive visual signature that separates it from everything else in aviation and earns a second look.
A repeatable system.
Establish logo, typography and colour rules that stay consistent from the first impression to the hundredth.
Built for every surface.
Design a system that travels cleanly from digital to print, campaign and environment without losing its character.
Brief
A holiday campaign.
New direction
Culture-led key visuals.
The work
The system,
in the world.
Selected China Southern visuals from the AQOMI project — identity, key visuals and applied brand.
What the system enables
What a coherent
system unlocks.
The China Southern system is designed to support recognition, hierarchy, reuse and growth across every touchpoint.
01
Brand recognition.
A consistent logo, palette and type hierarchy create a signature the audience remembers.
02
Clear hierarchy.
Information and imagery sit inside one visual architecture, easy to read at any scale.
03
Cross-channel reuse.
The same system extends from web to print, social and physical applications.
04
Room to grow.
A flexible foundation the brand can build on as it expands into new markets and formats.
Delivery
Not just a logo.
A working system.
A brand system that stays coherent across identity, digital, campaign and physical use.
Identity.
Primary and secondary logo use
Clear-space and proportion rules
Colour and monochrome variants
Responsive brand marks
Visual system.
Colour palette
Typography hierarchy
Graphic and image direction
Art-direction guidelines
Digital.
Website visual consistency
Key content modules
Social templates
Campaign adaptations
Applications.
Print and collateral
Environmental and large-format
Presentation systems
Consistent use at scale
Your brand.
Next.
Like China Southern, your brand can move from a brief to a system people recognize. Let's build it.