Design Army Rebrands Gold House with Timeless, Colorful Identity

Design Army has created a new brand system for Gold House, the non-profit founded in 2018 to connect and promote Asian and Pacific Islander communities. Moving beyond the overused color gold, the design firm developed a circular motif and a gradient palette inspired by diverse Asian cultures—from India to Korea to Thailand to the Philippines. The rebrand aims to convey sophistication, optimism, and longevity, with a flexible identity that works across digital media, events, and signage. CEO Bing Chen wanted Gold House to feel prestigious and established. Co-founder Pum Lefebure emphasized creating a timeless design that would last for the next ten years, avoiding trends. The Asian team at Design Army, including members from Thailand, Taiwan, Korea, and China, brought authentic cultural perspectives to the project.