The central idea behind the brand renewal “Collide to Create” positions Nantou as “a place of contrasts and a meeting point where people and ideas come together”.
Nantou City, also known as the ancient city of Xin’an and located in the center of Shenzhen’s Nanshan District, unveiled a refreshed brand identity that aims to bring both Chinese traditions and modern creativity , as well as sustainable development and vitality in the city.
Superunion led the complete rebranding, while Vanke, a city developer and municipal service provider, took over Nantou City’s renovation into four main parts: cultural and creative retail, arts experiences at fashion, high quality and innovative F&B, and cultural residences. .
According to the campaign, the central idea behind the brand renewal “Collide to Create” positions Nantou as “a place of contrasts and a meeting point where people and ideas come together”.
The brand slogan 為每一種想像而來 translates to “a place for every imagination” which led to the central creative idea of the semicolon, with its literal function of connecting clauses or independent ideas leading to a more symbolic meaning: Nantou as a focal point connecting individuals, ideas and cultures.
“Using this iconic visual metaphor, we have created a comprehensive design language for the city of Nantou across a range of physical and digital applications, from website to wayfinding,” said Superunion Chief Commercial Officer Maggie Chien. China.
“Nantou City is not just a historical monument that you visit once, but a place you want to come back to again and again, to relax, stay and grow. Instead of commercializing, we want to make the city a sustainable cultural center and integrate it into the local way of life.
“As we see the Greater Bay Area continue to prosper and grow, our goal is for the town of Nantou to retain its original architecture but also embrace contrast; old versus new, tranquility versus energy, simplicity versus complexity,” said Huang Nan, general manager of the Shenzhen Nantou City Renewal Project.
“It is an expressive yet harmonious place, fostering the organic and sustainable growth of all beings. We think the new identity encapsulates that feeling while being engaging and memorable. »
Ray Lan – Chief Creative Officer
Maggie Chien – Client Director
Ami Chan – Client Manager
Erin Zhang – Designer
Tommy Xiong – Associate Design Director
Sungmin Bae – Chief Strategy Officer
Irene Wu – Strategist