Services
Brand design
Brand strategy
Place branding
Sectors
Consumer & retail
Property & real estate
Location
Fuzhou
Services
Brand design ,
Brand strategy ,
Place branding
Sectors
Consumer & retail ,
Property & real estate
Location
Fuzhou

Branding a landmark mixed-use development in Fuzhou

Kerry Properties entrusted Sedgwick Richardson with branding a key destination at the centre of Fuzhou “New Town” in Fujian province. Fuzhou Rivercity is a mixed-use development project that will host customers, tenants and the community at large, offering a mix of contemporary design, shops, restaurants, offices, residential units and inspiring open spaces.

The challenges & opportunities

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1

How will we contribute to the development of Fuzhou “New Town” and shape the emerging culture and community that will surround it?

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2

Fuzhou is a culturally rich city with over 2,200 years of history. How do we embrace today’s modern lifestyles while paying respect to its roots?

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3

What values will guide the choices we make about the services and experiences we want to offer to the community?

Strategy: The Fuzhou Rivercity brand

Sedgwick Richardson’s discovery stage pushed Fuzhou Rivercity to reflect on its vision and brand purpose. Our approach was to explore Fuzhou’s history, culture and surrounding environment, while observing modern-day lifestyles of residents in the city by conducting extensive desktop and field research, as well as a brand workshop.

We found that Fuzhou’s strong culture has nourished generations of world-class entrepreneurs and innovators who explored the world, made a difference and built a reputation for their home city. As a product of this generation, Kerry Properties is bringing “Fuzhou Rivercity” home through international design, and contemporary living and working experiences.

Brand core values

At the heart of the brand are three core values that act as its compass: Commune, Exploration, and Wellness. These values reflect the key elements of Fuzhou’s culture and guide the services and experiences offered to the community.

Design: The look of Fuzhou Rivercity

The identity design brings the brand’s core values and personality to life as well as communicating the development’s unique surroundings.

The three layers in the logo symbol echo the iconic features of the development while the fresh watery colour palette reflects the natural beauty of its surroundings. Dynamic gradients create an organic integration of sleek architecture, green mountains and clear water.

Balancing the historical heritage of Fuzhou with the modern lifestyles of its residents, the logotype is modern and stylish, with a human touch in its soft details. Inspired by traditional brush calligraphy, the contrast of the thickness in strokes brings a strong sense of movement and dynamic community.

In brand applications, a water colour illustration style brings an air of organic purity, echoing the minimalistic essence of traditional Chinese paintings. The result is a contemporary interpretation of Fuzhou’s unique history and culture.

Delivery: Across brand touchpoints

The new identity was rolled-out across all customer brand touch points.

Result: The New Vista of Fuzhou

The brand was successfully launched in October 2019 with over 300 attendees in Fuzhou.

The new brand identity distinctly positions Fuzhou Rivercity and its brand core message of commune, exploration and wellness. The project will serve Fuzhou for generations to come, offering a gateway to the future, integrating modern working and living through design and innovation, while not forgetting its illustrious past and strong culture.

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