Cathay Financial – Global Presence Visual Identity Film

國泰金控 - 海外據點策展主視覺形象

Charting a Global Direction

Cathay Financial invited us to develop the visual identity for an internal exhibition showcasing their overseas branches and global mobility opportunities for employees.

The centerpiece of this design is the arrow, a symbol of direction, growth, and forward momentum. With banking operations spanning 13 countries and a strong presence across Asia, the project aimed to create a bold, cohesive visual language that inspires employees to envision new paths and possibilities abroad.

Styleframe & Process

The arrow is the central visual element, representing direction, progress, and global movement. Inspired by Cathay's presence in 13 countries, the motion design follows a sense of clarity and momentum. Arrows move, connect, and evolve across continents to reflect the brand's expanding international reach.

We used soft gradients, bold directional graphics, and speech bubble shapes to suggest cross-border communication and personal growth. The animation flows with purpose, guiding the viewer through a cohesive story of exploration and opportunity.

Animation Process

Working with ChatGPT

Throughout this project, I relied on ChatGPT to assist with writing and troubleshooting expressions in After Effects. From syncing animation to controllers, to building flexible layouts and timed transitions, it helped streamline the technical side of motion so I could focus more on the animation flow.

For example, I used vertical lines to control the dynamic compression between speech bubbles, and built expression-based systems to animate the deformation of geometric shapes.

It wasn't about outsourcing creativity, but about speeding up problem-solving and making the rigging process smoother.

Extended Gifs

In addition to the main identity film, I also created a series of animated travel-themed GIFs for an interactive quiz website. The entire exhibition was designed to feel like preparing for a trip abroad — light, engaging, and full of anticipation.

As part of the experience, we developed a personality quiz to help employees explore whether overseas work might be the right fit for them. The goal was to make the idea of global mobility more approachable, while sparking curiosity and self-reflection.

Credits

Client

Cathay Financial

Production & Design

HYDS

Key Visual Designer

Scott Tsai

Director

Cheng Ping Li

Producer

Irene Kuo

Art Director

Cheng Ping Li

Storyboard Artist

Cheng Ping Li

Designer

Chen Yu Zhen (Styleframe)
Chiang Yun Chieh (Exhibition / Icons)

Animator

Cheng Ping Li

Mixing & Sound Design

Penrose Studio

Feel free to say hi!

info@chengpingli.com

Location

Taipei, Taiwan