USI's Center for Applied Research (CAR) has awardedXinran Hu, USI associate professor of graphic design, with the 2011 Center for Applied Research Faculty Outreach and Engagement Fellowship. Hu will use the $4,000 stipend to complete a cross-cultural branding project with Webb Wheel Products, a manufacturer of quality wheel-end equipment located in Tell City, Indiana. 

After being in business for nearly 60 years, Webb Wheel Products wants to establish a long-term partnership with collaborators in China. As Webb Wheel Products develop strategies for the next five to 10 years, Hu will create a Chinese name and an English-Chinese bilingual visual identity for the company. International companies are required to have a Chinese name to enter China's markets, but often fail due to language and cultural barriers.

Hu's research also will provide assistance to local and regional companies who would like to explore Chinese markets, workshops to discuss Chinese branding characteristics for Tri-state companies with Chinese markets, and surveys to see how target audiences in China respond to Webb Wheel Products' new Chinese name and visual identity.
Hu said, "For some years I have studied how visual perceptions can expand cross-cultural visual communication. I am very excited about the project and look forward to working with Webb Wheel Products." 

The Faculty Outreach and Engagement Fellowship funds faculty applied research that cannot be funded by an organization and will provide a significant benefit to the region. It also provides funding for projects that demonstrate a propensity to enhance faculty research while supporting economic development, community development, or quality of life improvement in southwestern Indiana. 

Xinran Hu

Photo Credit: USI Photo Services