HengTian is a US-Chinese technology enterprise, founded as a partnership between State Street Corporation (USA), Insigma Technology, and Zhejiang University (China).

When HengTian set its sights on Europe and North America, a new name was needed – one that would resonate with a global audience while honouring its origins. HengTian turned to TOTEM and, inspired by the translation of their name “infinite horizons,” Horizon8 was born: a name that promises unlimited possibility and innovation, with the number eight symbolizing infinity itself.

To launch Horizon8 in Europe and the US, TOTEM began by leading a strategic brainstorm session with key HengTian personnel – diving into the company's unique history, challenges, and ambitions for a new name and identity.

By simplifying the brand story and clarifying the message for Western audiences, we reshaped how Horizon8’s expertise, trusted partnerships, and innovative spirit were communicated. This clear positioning made it easier for new clients to understand Horizon8’s mission and values, setting the brand apart while embracing its Chinese heritage and global outlook.

With this new name, came the creation of a new brand identity. A logo was developed featuring a monogram of the figure 8 which forms part of the company name. The symbol loops infinitely around on itself, with an inner line to give added uniqueness, movement and depth to the graphic. It was paired with an all lowercase sans serif font which anchors the swirling 8. A teal green was chosen to complement the corporate navy and dierentiate it from competitor colour schemes.

Finally, we empowered the team with a suite of launch communication creatives to allow them to unveil this powerful new Horizon8 brand identity with a splash. And we set them up to move forward in these new global markets with confidence.