China’s Nantou City undergoes brand transformation to boost presence in GBA

Nantou City South Gate

Hong Kong – Nantou City, the ancient city of Xin’an located at the center of Nanshan District in Shenzhen, has announced its complete brand overhaul, as part of its effort to build a cultural landmark in the Greater Bay Area (GBA).

Nantou City is positioned as the capital of Eastern Guangdong and the cultural origin of Hong Kong and Macau. It strives to be the melting pot of design, culture, and creative industries.

According to Nantou City, after Vanke, the town developer and city service provider, took over the renovation of the city, it has evolved into a landmark location embedded with four major parts – cultural and creative retails, trendy art experiences, and high-quality and innovative F&B, as well as cultural residencies.

The rebranding, which will be managed by creative brand agency Superunion, includes strategic brand, experience, and communications planning, alongside a total revamp of visual identity.

Nan Huang, the general manager of Shenzhen Nantou City’s Renovation Project, shared that their aim is to activate Nantou City, bringing out the best in both Chinese traditions and modern creativity, organic and sustainable development vitality to the town. 

“As we see the Greater Bay Area continue to thrive and develop, our goal is for Nantou City to retain its original architecture, which is reminiscent of Lingnan/Cantonese styles from the Ming and Qing dynasties but injects modern elements to build the city toward a young and collaborative melting pot,” said Huang.

Meanwhile, Maggie Chien, Superunion China’s business director, commented that it is both exciting and challenging to curate a brand strategy and positioning that addresses the delicate balance between maintaining the history and making it relevant for contemporary times, and the Vanke team has demonstrated astonishing execution and sensitivities in revamping the old city.

“We want to reveal that hidden charm of Shenzhen Nantou City and build an innovative and consistent visual system that communicates the city’s values. In our view, Nantou city is not just a historical landmark that you visit once, but a place that you want to come back to time and time again, to relax, to stay, and to grow with. Instead of commercializing, we want to build the city into a sustainable cultural center and integrate it with the local lifestyle,” said Chien.

The city’s new brand revamp is set to be revealed at the end of 2021.

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