TAKING RISKS IS THE SAFEST BET FOR THIS AWARD-WINNING FIRM
For nearly a decade, Gee + Chung Design has built a reputation for creating dynamic and unexpected solutions for a wide range of two- and three-dimensional design challenges. "To me there is nothing risky about being innovative," says founder Earl Gee. "It's far riskier to look dull and boring, and miss the chance to be unique.

"People are in business to make money and succeed," Gee continues. "Without using creativity as an item of differentiation, something that really speaks of your company or your product, you're missing an opportunity. We want to make sure that our clients don't miss that opportunity when we work with them."

	Design is the entirety of a company, not just its packaging or logo. - Earl Gee

Gee and his partner, Fani Chung, have been honoured with hundreds of industry awards, exhibited around the world, and are represented in the permanent collection of the Library of Congress. An extensive portfolio of clients includes Apple Computer, Chronicle Books, Herman Miller, Lucasfilm Ltd., and Sony Electronics.

"Design is the entirety of a company, not just its packaging or logo," says Gee. "So when you commit to working with a company, you want to think about how you can help them create impact in all of their communications."

Gee + Chung Design's point of entry to a company is usually its identity. Then they progress to the business system, collateral materials, packaging, trade show displays, and sometimes even the lobby or interiors of the company. The firm's goal in this progression is to maintain the same strength of innovation throughout all mediums, as well as providing maximum design flexibility. Gee says the conceptual thread can be thin, as long as it allows the client's identity to change and evolve.

"We have always been fond of an identity that is in some respects kinetic," says Gee. "It may change greatly from medium to medium, but you still know it's from that company."