The theme of the dissertation is an exploration of the
unlikely relationship between the modern branding
theory and ancient Chinese philosophy.
The format of design based on the traditional
Chinese stick called Hu, which had used as a ritual baton,
hold by Ministers when they have an audience with
an Emperor on the court. Its concertina binding way
matches the traditional Chinese book format especially for
proposal from Minister to Emperor, and the dissertation is also a sort of proposal.
The black and white gradient refers to the combination
of western and eastern culture and also a suggestion of Yin and Yang.