Project Ask

China's small businesses represent 80% of the entire economy. But they are unable to secure loans or investments from banks of foreign investors because they are too small and terms are always unfavourable. Micro Connect is a platform that allows global capital to identify and connect with China's best performing SMEs. Providing flexible financing tools that are designed for small businesses, who pay back only when they earn and grow. For such a revolutionary idea the client wanted an equally comprehensive and meaningful brand identity and website design concept to present and launch their idea to the world.

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The Solution

Process of coming up with the "Big Idea" as an overarching concept for the designs started with conducting in-depth interviews and workshops with the client. Once we all aligned with their thought and vision, and after going through our insights. The idea of having “Small is Beautiful”, as the umbrella concept was the perfect way to distinguish them from other players in the market. This concept celebrates the idea of how small things when looked at closely are beautiful, valuable and full of opportunity. Just like the SMEs in China and their potential is being brought into light through this platform.

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The design is honest, modern and refreshing. Where simple circles are taken as the key element that represents many facets of Micro Connect's new investment concept. From perfectly depicting drip irrigation, a system that delivers water precisely and directly into plant roots for them to thrive, which was the founder's inspiration for this investment concept, in their logo to also representing the millions of SMEs across China. These circular elements make this complex and intricate idea simple and easy to understand for its audience.

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My Role & Responsibility​

• Creating visual assets for the client workshops and actively participating in them to help client identity their placement, tone of voice, key concepts and visuals

• Gathering and analysing interviews and workshops results into design insights

• Brainstorming with peers to come up with logo concepts and key visual direction

• Leading the UI/UX design for the project, where responsibilities included insight collection, persona creation, sitemap design, wireframing and content structuring

• Also lead the charge of creating the website visual concepts, setting visual language, creating page designs and visual assets across 4 viewports

• Working with the development team define micro-interactions and delivering a pixel perfect website design

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Key Deliverables

Detailed Research /  Data Analysis / Insights/ Conceptualisation & Ideation / User Experience Design / Building Visual Identity / Detailed Responsive Visual Design / UI Elements for Style Guide / Creative Support for Development / Client Handover

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Team Structure

Creative Director | Brand Designers | Hybrid Experience Designer (Design Concepts/UI/UX) | Project Manager

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* All material produced is a copyright of Sedgwick Richardson Hong Kong.