Lujiazui Property Group

Challenge:

For Crystal Plaza in Qiantan, Pudong, Shanghai, client wanted a branded design approach for their annual social content calendar on WeChat. The brand personality for this project had to reflect the traditional side of LPG, as well as the new and modern design of the New Bund area, necessitating a fusion design style combining the old with the new.

Solution:

STYLIZED SOLAR TERMS

The Chinese Calendar is divided into 24 solar terms and is something every Chinese is familiar with. We selected the major Solar Terms and developed a series of seasonal designs with a consistent “NEW BUND” masthead to create a template for Social Media Visuals. We also created specific IP characters that represent key projects, and inserted them seamlessly into each design for a proprietary branded design approach.