Lucy Guernier | Qiulae
I’m Lucy – a New Zealand graphic designer based in New York. With extensive experience in branding, publication design, packaging and stationery for a range of clients, from small consultants to large corporates; I specialise in, and love, all things print.
Lucy Guernier, Graphic Designer, Brand, Visual Identity, Print Designer
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About This Project

Qiulae is a socially-responsible fashion designer creating garments inspired by stories encouraging conversation around social change. Self-titled, Qiulae – meaning ‘beauty of society’ in Chinese – sought to create a brand that reflected both her personal and professional passions around social change.

To help gain in-depth insight into the Qiulae-brand, an interactive, visual brand strategy questionnaire was developed. Consisting of over 30 pages, it allowed the client to shed insights both visually and verbally.

Q, a common abbreviation of Qiulae, became the basis of her logo and was developed to strengthen the support the Qiulae brand gives to social change. Through designing a classic monogram style logo, I drew the ‘tail’ of the Q wrapping around the globe-like ‘O’ shape as symbols of threads of conversation.

Being a premium brand, the treatment of the logo across all collateral was a combination of gold foil and emboss on soft white, and blind embossing on rich grey, supported by a luxe purple – the color of power and intellectuality, with a hint of romance – embodying the ideal Qiulae woman.


Qiulae Wong


Brand Strategy, Designer, Producer


Logo, Brand Book, Lookbook, Stationery Suite

Branding, Designer