A branding project full of Eastern promise
Air’s first project in China is for the landmark Shui On Land scheme in Wuhan. The development has over 100,000 sq m of retail space.
Brief
Air was appointed to create the brand identity for the retail element of Shui On Land’s huge scheme, one of the most exciting in the region. We were required to undertake a thorough strategy phase before the creative work began to ensure our solution was rooted in the development and appropriate for the market.
Solution
Following the brand strategy exercise where the positioning, values and mission were established, we began the name generation process. Tiandi Hui was chosen for its link to the location, heritage and sophisticated connotations. The brand identity takes a modern twist on traditional Chinese forms, with clean and cool colours.
Result
The completed brand is sophisticated, high end and appealing to the local market. Our network of local designers was invaluable in supporting the London studio for this purpose. The detailed brand guidelines document allows the marketing team to create on-brand and engaging communications in the run up to launch.
