DHL: Graphic Style Development

This project focused on developing a new illustration style for DHL, designed to work across a wide range of brand touchpoints. I developed the style from the initial concept through to its final applications.

Throughout the project, the focus was on creating a flexible yet distinctive illustration system that could scale from large architectural surfaces to small-format packaging. The result is a recognizable, energetic visual language that strengthens brand presence while remaining adaptable across media and contexts.

The project started with a large-scale mural for a DHL location in Kuala Lumpur, translating the brand’s values into a bold, visual statement in physical space. Following this, I designed several additional touch points, expanding and refining the visual language across different environments.

The illustration style was later adapted for seasonal and festive applications, including New Year–themed packaging, canteen design elements, and branded merchandise. It combines bold, vibrant colors, strong symbolism, and graphic clarity with key visual elements of the DPDHL Group brand system.