GUAGNRUYI
WeChat Mini Program E-commerce Platform

GUAGNRUYI is a digital service platform focused on wage payment and labor management for migrant workers. The platform integrates core functions such as cloud-based work and wage recording, intelligent attendance management, direct wage payment, and insurance contribution payment on behalf, and is dedicated to solving industry pain points in the traditional construction labor industry, such as cumbersome work-hour verification and irregular wage payment, so that every worker’s efforts can be clearly recorded and promptly honored.

The core objective of this project was to help the brand establish a trustworthy, warm, and easily recognizable visual identity among livelihood service platforms. Starting from the platform’s user scenarios and brand mission, we established three major design directions: trust, approachability, and professionalism. Centered on GUAGNRUYI’s brand mission of “letting every worker receive their wages with peace of mind,” the brand visual system builds a complete visual identity system combining professional trust and humanistic care. While conveying the platform’s core values of “safety, convenience, and transparency,” the brand visual identity uses a warm and approachable visual language to close the distance with the worker community. The brand logo takes protection and guardianship as its core imagery, conveying the platform’s promise to safeguard workers’ wage rights. Auxiliary graphics draw inspiration from core elements of labor scenarios such as labor contracts, attendance records, and payroll cards, running through the full range of brand application materials to form a unified brand language with industry recognition. Brand visual elements have been fully applied to diverse scenarios such as the platform logo, app interface, promotional materials, and offline promotion, forming a unified and coherent brand identity system. Through clear brand visual communication, it helps the platform rapidly build awareness and trust among worker groups and corporate clients. Through this brand visual design system combining trust, approachability, and professionalism, GUAGNRUYI has successfully established clear brand awareness with a differentiated brand visual language in the livelihood service field of migrant worker wage payment, laying a solid visual foundation for the platform’s continued expansion in serving more workers and enterprises.