ZHEGUANG / SERVICES
From defining the problem to a system that keeps growing.
Zheguang works with teams that have a clear product or project and are reshaping their brand or preparing a launch. We connect strategy, visuals and real use, and deliver systems the in-house team can keep maintaining, not one-off materials.
How we come in
Zheguang is a small brand and experience design studio with a limited number of projects at once. So we care about two things: whether the work really needs outside design, and whether we can finish it in a clearly defined time.
What we take on is rarely a single item, but a set of things used again and again: identity systems, content structure and website experience. The test is not whether a proposal looks good, but whether it still holds six months later, in someone else’s hands, in real use.
No client names, awards or results figures here; see the work for real projects.
Which projects fit? Where are the limits?
A good fit
An existing product or a defined project that needs identity, content and at least two real touchpoints sorted out together, with a clear decision-maker.
Not a fit
A single poster, bulk layout, unscoped pitches, or design expected to replace business positioning and internal decisions.
What to bring
Project background, audience, existing material, key dates, budget range, final decision-maker and known limits.
Three ways to work together
Scope, schedule and fees are set in writing after the project brief and agreement on both sides.
01 Brand foundation sprint · about 3 weeks
For an established business whose identity and external materials have drifted apart. Align the strategy first, then build rules for the mark, type, colour, layout and imagery. Delivered: a core identity system, application samples and guidelines; includes a kickoff workshop, direction sign-off and one consolidated round of changes.
02 Brand launch system · about 6–8 weeks
For a new brand or venture launch. Interview key people, shape positioning and content structure, complete the full identity, key touchpoints, website information architecture and components. Delivered: system documentation and a handover session; two direction reviews and two consolidated rounds of changes. Website development and trademark legal work are not included.
03 Quarterly design direction · per quarter
For teams continuously producing content, events and product material. Set priorities at the start of each quarter, review key materials monthly and revise the existing system. Delivered: direction notes, review records and next quarter’s priorities; it does not replace day-to-day production.
How a project moves
- 1
01 · Kickoff and material
Confirm goals, scope, decision-makers and existing material; write down first what we won’t do.
- 2
02 · Interviews and direction
Find the key tension, propose one or two directions and explain the trade-offs.
- 3
03 · System design
Rules and samples for visuals, content or digital experience in the agreed direction.
- 4
04 · Testing in context
Put the rules into real pages, print sizes and workflows, and fix what breaks.
- 5
05 · Delivery and handover
Files, templates, guidelines and one internal walkthrough so the team can keep using it.
Deliverables compared
The same project goes to different depths depending on the engagement. Use this table to compare; the exact scope is the written list agreed before kickoff.
| Item | Brand foundation sprint (3 weeks) | Brand launch system (6–8 weeks) | Quarterly design direction |
|---|---|---|---|
| Strategy and positioning | Key points and positioning statement | Full strategy and narrative structure | Direction revisions and quarterly calibration |
| Identity system | Core identity and usage rules | Full identity system and extension rules | Additions and revisions to the existing system |
| Content structure | Basic layout and image principles | Content structure, writing guidelines and samples | Quarterly content direction and review |
| Website experience | Not included; can be added | Information architecture, page templates and component specs | Direction review of existing pages |
| Documentation | Identity guidelines | System documentation and a handover session | Review records and priorities |
| Workshops | 1 kickoff workshop | 2 workshops and 1 direction review | One at the start and one mid-quarter |
| Decision points | Direction, system sign-off | Direction, system sign-off, final pre-launch review | Quarterly direction, monthly priorities |
| Rounds of changes | 1 consolidated round | 2 consolidated rounds | Quarterly review feedback |
| Typical situation | Product live, external materials out of step | A new brand about to launch | Content and events produced all year |
What usually comes up before a quote
Is naming included?
The sprint and launch system cover positioning, narrative structure and how to judge a brand name. Creating names, presenting candidates and checking them across languages is a separate stage with its own scope and time. If the name is settled, we focus on making it used consistently.
Does Zheguang write the copy?
The launch system includes content structure, writing guidelines and sample copy for key pages; large volumes of brand and product copy are usually written by the client team, with our guidelines, samples and review. Writing a whole site can be arranged once the scope is agreed.
Is website development included?
No. We deliver information architecture, page templates, components and responsive specs, plus the design notes developers need; development, hosting and maintenance are done by your technical team. We can join technical reviews and pre-launch acceptance.
Do you do trademark searches and registration?
No. Trademark searches, similarity assessments and registration need a specialist agent or lawyer. We can help with submission material and advise on design changes the search results call for, but give no legal judgment.
Is print production and supervision included?
Deliverables include the basic specs for print and production. Materials, proofs, choosing suppliers and on-site supervision are agreed separately or handled by your producer, with us confirming key points. Special finishes are best discussed during system design.
How are rounds of changes counted?
Each round of changes is one consolidated piece of written feedback: one round for the sprint, two for the launch system, quarterly reviews for the ongoing engagement. Detail changes within a round aren’t counted separately; extra rounds or changes of direction are re-estimated.
What happens if the project is delayed?
Delays caused by client feedback, material or decisions push the schedule back, with the restart confirmed in writing. If we cause a delay, we say so early and adjust delivery at no extra cost.
What if the scope grows midway?
We first assess the impact on time and cost and agree a written change, then proceed. Work already under way isn’t discarded; additions are scheduled separately.
Do you take part in pitches or quote per page?
We don’t take part in pitches; we prefer to start working once the scope is clear. Page-by-page layout or bulk production isn’t how we work, but we can recommend a suitable team.
How do we start?
Put together a project brief and get in touch through the contact page (/contact). We check whether it fits, arrange a call to confirm scope and terms, then send a written statement of work and quote. Scheduling follows sign-off.
Next step
Start with a short project brief
The contact page shows a project brief structure you can use: what a creative studio needs to know before working together.