To introduce incoming Chief Executive Jakob Stausholm, Rio Tinto commissioned me to design a bespoke 2021 Lunar New Year invitation that seamlessly blends cultural reverence with corporate strategy. Addressing a volatile year, the messaging thanks Chinese partners and reinforces a long-term commitment by cleverly aligning Rio Tinto’s industrial identity with zodiac symbolism—invoking the “perseverance of the Ox and the fortitude of Metal” to project shared future success.
The physical design delivers an interactive, premium unboxing experience. It begins with an ad-hoc petal-folding envelope that opens without adhesive to reveal a five-fold accordion card inside. Intricate, high-precision laser cutting depicts traditional Year of the Ox imagery, mirroring both Chinese paper-cutting artistry and Rio Tinto’s own engineering precision while allowing the piece to stand as a premium display.
By integrating a milestone timeline across the folds, the custom package transforms a routine holiday greeting into a high-impact, tactile branding asset that successfully reinforced Rio Tinto’s corporate presence in China.
