Air has recently completed its first project in China for property developer Shui On Land. The huge mixed-use scheme in Wuhan features over 100,000 sq m of retail space, leisure facilities, offices, hotels and restaurants, making it one of the largest and most exciting projects in the country. Air was asked to create the brand identity for the retail element, scheduled to open in 2014.
We firstly undertook a thorough strategy phase where the positioning, values and mission were established. This ensured that the following name generation and creative solutions were rooted in the development and appropriate for the market. Tiandi Hui was selected as the name for its link to the location, heritage and sophisticated connotations.
The finalised brand is stylish and high end, putting a modern twist on traditional Chinese forms with clean and cool colours. Essentially, it is also appealing and relevant to the Chinese market. Our network of local designers was invaluable in supporting the London studio for this purpose.
Our solution included developing a look and feel for corporate and consumer brochures, magazines and websites, as well as various promotional items, such as this lovely umbrella!