Qinglonghu

Real Estate
Beijing
China

Challenge:
Qinglonghu is a new town located 45 minutes from Tiananmen Square in Beijing. The brief was to create a logo which expresses the true personality of the town and the natural environment and healthy lifestyle associated with living there. It was an exercise in studying the area and its surroundings, as well as to boost real estate sales and attract more visitors.

Result:
The town has significantly improved its brand image and attracted more visitors.

Solution:
WTTS first chose to build the identity of the town through its signage. It designed the brand around the mythical dragon that was derived from the lake and mountains adjacent to the towns location. Its regal palette of red and gold convey prestige, whilst the typography has a strong calligraphic feel. With the use of high-end visuals, an anthemic soundtrack, and 3-D renderings, the agency was able to build a powerful promotional video that conveyed a strong message.

Works

Scope of work:
Art Direction, global design, brand communication

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