SOUTHERN CROSS is a predominating constellation that shines through the land and leads the lost ones onto the right path. Through long-term interaction with SOUTHERN CROSS we found out the traits of operators and thus giving a more human touch to the brand image. We proposed the brand strategy of “the companion that always stays with you moving forward” for SOUTHERN CROSS, forging an unconventional image that stands out from bicycle industry featuring masculinity and functionality. From the logo design to the advertising and marketing materials, "path" has become an important visual creative element. The logo design comprises of parallel paths that correspond to companionship; while the image advertisement with a varied scenery of the mother nature serves as the communication portal for the broad vision of SOUTHERN CROSS with intertwined attributes of the product and the value of SOUTHERN CROSS. Our fixation on “companionship” has nurtured years of outstanding image communication with brand new methods.