HHL Group is a team of life planners under Great Eastern, helping families in Borneo prepare for life’s uncertainties. Their identity needed to express both the reassurance they offer clients and the energy of a growing team.
I developed a complete visual identity around those two qualities, from the logo and colour palette to typography and brand guidelines.
My role: Brand strategy and identity design.
Scope: Logo, colour system, typography, usage guidelines and brand applications.
The finished guidelines bring the identity into one practical system: logo construction and variations, colour values, typography, usage rules and examples across merchandise, office collateral and social media.
HHL can use the same visual language across everyday materials, from a name card to a signboard.
Selected pages showing the logo concept, colour palette, typography and stationery system. Tap a page to view it in detail.
Working with the team, I grounded the identity in three values: Helpful, Hopeful and Love. The aim was to create a mark that reflects what HHL stands for while acknowledging its connection to Great Eastern.
This gave the project a clearer direction than simply arranging the founder’s initials into a logo.
A single spark of inspiration can ignite a lifetime of passion.
Equal pillars form an abstract path and an inverted H-H-L. The path represents the journey of building and protecting a client’s life, while the shooting stars introduce a sense of inspiration and momentum.
Together, these elements balance dependable support with the team’s ambition to grow.
Red connects HHL’s identity with Great Eastern, while deep blue adds a calm, professional counterpoint. I developed the palette and its supporting tones to work consistently across print and digital materials.
The applications show how the system extends from stationery and signage to merchandise and team communications.
A useful identity gives a team more than a recognisable logo. It connects their values to a visual system they can use every day. For HHL, the path and spark bring together reassurance for clients and a shared sense of direction for the team.
