ASUS ProArt Rebrand — Children Chiu

Background

ASUS ProArt is a product line dedicated for creative professionals, offering high-performance tools tailored for artists, designers, and visual creators. Renowned for its precision and reliability, ProArt has become a trusted choice for those who demand the best in their creative work.

Concept

We explored the idea of “Pro” as the bedrock of creativity—a powerful and solid foundation that grounds the entire project. My main task was to define and visualize this sense of strength and reliability for the “Pro” part. At the same time, we invited top studios and artists to interpret the “Art” side freely, showcasing the creative freedom that the ProArt product line empowers for every artist.

Impact

This foundational design was later applied across all ProArt platforms, from posters and websites to social media and manuals. The “bedrock” visual became a unifying element and has remained a consistent identity for ProArt in every medium to this day.

Pro

We explored concrete as the visual language for the “bedrock” for Pro side, pairing it with a cool-toned color scheme to evoke a sense of calm and stability.

Early Form Explorations

The challenging part was ensuring that “Pro” could fit seamlessly across all platforms while still conveying a powerful, sharp, and steady presence.

Art

We explored more fluid and dynamic forms, inviting top studios and artists to create imagery that represents the freedom and flow ProArt empowers.

Products lineup Styleframes

When the products were introduced, we chose to minimize the concrete forms so they would not overshadow the products, while still retaining a sharp and powerful presence.