Belinda’s love of the creative began upon leaving school in Australia where she embarked on formal study of Fashion Design and Illustration. This ultimately led to a 15+ year career as a freelance photographic stylist working across commercial, advertising and editorial, covering a wide array of print, television and digital mediums. Working with many talented Australian photographers on print and television over the years only fuelled her love of design and photography.
Having moved to Hong Kong in 2007 with her family, Belinda has taken advantage of this circumstance to travel widely, but also explore Hong Kong and dig behind the facade.
Inspired by her love of travel, photography and design, her hope is to share the simple and sometimes hidden beauty, rich colour and diverse culture in the world around us.
“Enjoy the journey that life sends you on”
The second Chinese character (蓮) means lotus flower, which evokes artistic conception and is the most meaningful among the three characters. To emphasise the beauty of the second character, the middle section was swapped with a figurative outline of a lotus. In the classical written and oral literature of many Asian cultures the lotus is present in figurative form, representing elegance, beauty, perfection, purity and grace, being often used in creative arts and inspirations like poems and songs as an allegory for ideal feminine attributes. The character is encircled just like simple geometric shapes that can be found on traditional hand-carved Chinese name chops. The first character means white, the second means lotus, the third is understood to imply wisdom whilst soundly rounding off the English counterpart and verbal speak for ‘dar’.
The choice of typeface of the brand mark, 游明朝体+36ポかな (belongs to the Ming family) has similar characteristics as serif typefaces in English. The overall geometrical regularity makes it well balanced and conveys a positive zen like feel. Possessing variable line weight and characteristic decorations at the end of lines similar to serifs, this type style is comparable to Western serif typefaces. The typeface for the brand name in English and Chinese is serifed (Baskerville) to match the aesthetic with the brand mark and compliment the overall look feel of the new logo itself.