How to represent the sense of "International" in graphic?

TMall | Design

/Challenge
Back in 2016, TMALL had their first global event — TMALL collection. At that time, the perception of TMALL is just another “Taobao”.


/Strategy
Although the position of TMALL is a premium e-commerce platform for international brands, it doesn't reflect on their key visual and design guideline.

The quickest way is to create a versatile graphic system that can adapt to a variety of needs, from key visual to UX template; from model brand communicate to social communication.


/Creative
We wanted to find new meanings in TMALL that are relevant to our brand, the Tmall Collection. Those will be the defining concepts of what the Tmall Collection brand and event stand for. From there we created a unique pattern for each element and so as to apply on different KOL’s visual.

The graphic system.


Applying the system into the key visuals.