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27 JUN. 2017

Labbrand Wins Wayfinding Design Project for GF Securities' New Headquarters

Shanghai, 27 June 2017 – Labbrand, the leading China-originated global brand consultancy, has officially been solicited by GF Securities for its identity design project after heated competition. Labbrand will lead the design of the complete wayfinding system for GF Securities’ new headquarter building.

Established in 1991, GF Securities Co. Ltd. is one of China's first comprehensive securities companies and has nearly 10,000 employees. As of 2016, GF Securities has 264 securities broking branches nationwide that covers 31 provinces. In 2016, GF Securities achieved total revenues of 20.7 billion RMB, ranking at the 385th among the "Fortune China 500". The GF Securities Building is located at the CBD in Zhujiang New Town, Guangzhou, and is expected to officially launch in 2018. On top of being the new headquarters of GF Securities, the GF Securities Building will serve as the "financial business center" and an “information port”, to further boost the economics of financial services.

As the winner of both the Grand Prix of 2016 Transform Awards Asia Pacific as well as the 2017 iF Design Award in Munich, Germany, Labbrand with its strategic insights, excellent design and outstanding capacities, ultimately stood out from the competition and won the design project for the GF Securities Building’s wayfinding system. Having grasped the significance of the relocation of the GF Securities headquarters and deeply understanding the importance of the wayfinding system for GF Securities’ future brand identity evolution, Labbrand’s design team offered a dynamic design solution with unique perspectives. “GF Securities' new headquarters building embarks new development opportunities for the brand; it will further consolidate and enhance both the regional and international influence of GF Securities, and establish a benchmark for global enterprises. This wayfinding system design project is not only in accordance with the integrated design of the new building, but also sets a solid foundation for the future evolvement of GF Securities’ brand identity. When the employees and clients of GF Securities walk inside the new building, they will feel the vitality of GF Securities as a leading enterprise as they interact with and immerse into the physical ambiance," said Catherine Tsui, Global Design Director of Labbrand.

Following the SPD Silicon Valley Bank, Alibaba, and Golden Land Group, Labbrand is honored to have this opportunity to work with another leading Chinese brand, while witnessing the thriving of the domestic financial industry.

GF Securities’ Brand Manager Huiping Yu stated, “The new GF Securities Building is an important milestone of the company’s advancement over the past 26 years. It is an embodiment of our employees’ pride and hopes. It will significantly elevate the company’s image and competitiveness. Labbrand is a leading global brand consultancy. Its unique branding and design concepts and transformative creativity are highly aligned with GF Securities’ efficient, flexible and globalized strategies. It is a reflection of GF Securities’ brand values of ‘Professional, Focused, Just for You’.”

About GF Securities

Established in 1991, GF Securities is one of the first comprehensive securities companies in China. It was listed at the Shenzhen and Hong Kong Stock Exchange in 2010 and 2015 respectively. GF Securities provides a wide range of offerings to meet the diverse needs of businesses, individuals and institutional investors, financial institutions and government clients. As of December 31, 2016, the company has 264 securities broking branches that cover 31 provinces nationwide.

Since 1994, GF Securities’ key performance indicators, including total assets, net assets, net capital, operating revenues and net profit, has ranked among the top ten brokerages. Between 2015 and 2016, GF Securities was ranked as 2nd in the “Hurun China’s Most Valuable Home-grown Brands” list of the securities industry for two consecutive years.


About Labbrand

Labbrand is the leading China-originated global brand consultancy with a rapidly expanding global footprint that includes regional operations in APAC (Shanghai, Singapore), Europe (Paris), and North America (New York). We lead branding journeys and facilitate implementations to light up companies and products with the power of your brand. Through brand innovations, we steer brands towards unrivalled brand space. On our journeys we Create, Grow and Disrupt to build resilient brands in dynamic markets. Our cross-disciplinary approach in research, strategy, naming, design and digital gives us the foresight and ability to guide brands beyond the status quo.

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