Hong Kong – Nantou City in Shenzhen, China has unveiled a new brand identity conceptualised alongside agency Superunion. The new branding aims to ‘activate’ Nantou City, bringing both Chinese traditions and modern creativity, as well as sustainable development and vitality to the town.
Nantou City, also known as the ancient city of Xin’an, has evolved into a landmark location embedded with four major parts – cultural and creative retail, trendy art experiences, high-quality and innovative F&B, and cultural residencies.
The core idea behind the brand refresh ‘Collide to Create’ positions Nantou as a place of contrasts and a meeting point for people and ideas to come together. The brand tagline ‘為每一種想像而來’ translates to ‘a place for every imagination’ which led to the central creative idea of the semicolon, with its literal function of connecting independent clauses or ideas leading to a more symbolic meaning: Nantou as a focal point connecting individuals, ideas and cultures.
Maggie Chien, business director at Superunion China said: “Using this iconic visual metaphor, we created a whole design language for Nantou City across a range of physical and digital applications, from website to wayfinding. 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 commercialising, we want to build the city into a sustainable cultural centre and integrate it with the local lifestyle.
Meanwhile, Huang Nan, general manager of Shenzhen Nantou City Renovation Project, commented, “As we see the Greater Bay Area continue to thrive and develop, our goal is for Nantou City to retain its original architecture but also embrace contrast; old versus new, tranquillity versus energy, simplicity versus intricacy. It is an expressive yet harmonious place, encouraging the organic and sustainable growth of all beings. We feel a new identity encapsulates this sentiment whilst being engaging and memorable.”
The branding endeavour was first announced in August 2021, where Superunion will be responsible for the strategic brand, experience, and communications planning, alongside a total revamp of visual identity of the city.