Objective: To put this ancient system into the hands of the present-day user. The audience is inquisitive, young at heart, and interested in meditation. The visual branding needs to be appealing, hip, and minimalistic.
The I Ching is an ancient Chinese divination system. Its modern use promotes self-reflection, discovery and meditation - somewhat similar to astrology and the tarot. My personal philosophy is that these types of frameworks are useful for presenting a question, and starting a conversation - not that they ought to predict the future or tell the querent what to do. The app would be positioned as a tool supporting mental health.
The structure is considered the earliest known example of binary notation, as the foundation of the I Ching relies on the concept of yin / yang or opposite states. The title I Ching is usually translated as Book of Changes.
Logotype / Identity / App Design / Writing
New Coins
Any kind of coins can be used for the I Ching, but the iconic 'I Ching' coin is round with a square hole. The heads side presenting an odd number is Yang, and tails representing an even number is Yin. My new coins are deconstructed versions, more minimalist and explanatory.
Ad Expressions
The idea is to connect this thousands of years old system to the present day user. Assets present a modern lifestyle enriched by introspection and slowing down to ask questions of yourself.
See individual pages : I Ching Brand Guide