GF Securities' global expansion strategy propels its research business into a new stage. Yet its traditional visual identity system cannot convey its professional, international, and data-driven strengths, nor its think-tank insight. A new visual identity was required to enhance its global recognition.

We started with in-depth research into the financial service industry, and refined the visual identity system. Taking the "iceberg principle" as the core creative concept, we built a layered visual language to mirror the research process—market information above the surface, in-depth analysis below. This metaphor reflects GF Research's strength: seeing beyond, anchoring on the core, and driving decisions. We also redesigned report templates, layouts, and typography, and set clear VI guidelines to improve readability and ensure consistency across sectors and formats. This systematic visual upgrade elevated the professionalism of its research business, enhancing GF Research's authority to offer forward-looking insights in capital markets.