Services
Brand design
Brand strategy
Place branding
Sectors
Property & real estate
Location
Shenzhen
Services
Brand design ,
Brand strategy ,
Place branding
Sectors
Property & real estate
Location
Shenzhen

Bringing brand dynamism to the future heart of a modern metropolis

Kerry Qianhai is a new and vibrant area at the heart of Shenzhen’s emerging CBD. Appointed to create the place brand for Qianhai Kerry Centre we focused on three elements that make the development so unique.

Unique elements

1
1

As a key part of Guangdong Province’s pilot free trade zone and cross border collaboration, Qianhai is a magnet for domestic and international talent and business.

2
2

As a developer of international renown, Kerry Properties provides and amplifies an inclusive, open and nurturing culture.

3
3

Kerry is committed to the highest standards of sustainability, respecting nature and building communities.

Brand strategy

Kerry Qianhai’s brand structure is built on three main pillars; Diversity, Nurture, and Nature.

These pillars guide the design of the brand identity and foster preferred behaviours and values within the Qianhai community.

Diversity represents the role of Shenzhen and Qianhai in attracting talent from across China and beyond to the opportunities provided by a free trade zone.

Nurture encourages growth within the area, particularly with regard to potential start-ups.

Nature reflects Kerry’s sustainability commitment, as demonstrated through the Qianhai park and seafront promenade.

A gem by Qianhai Bay

The Qianhai Kerry Centre a well-crafted gemstone that sits at the waterfront of the Qianhai Bay and at the centre of the Greater Bay Area. It’s a place that encourages imagination and inspiration, inspiring the community to reach their highest potential.

Brand identity

The outer shape of the symbol is derived from symbolic Qianhai Rock which can be seen outside the Kerry Qianhai Centre, while the dynamic shapes and layers within represent the vibrant urban life, culture and diversity found within the community.

The selected typeface brings a strong visual rhythm to textual communications. The dynamic strokes and edgy design details complement the key visual identity elements to form a unified visual identity system.

Kerry Qianhai was successfully launched in October 2019, taking only five months to complete the project.

The new brand strategy and visual execution allow Kerry Qianhai to clearly articulate the brand’s values to the community, allowing them to better understand and embody those values. This in turn will support the vibrant growth in the area of the brand and Qianhai as a whole.

Close
How can we help?