YANGPU DISTRICT IDENTITY

For Kieferzapfen Design - Shanghai Municipality - 2018

VISUAL IDENTITY
MERCHANDISING STRATEGY
STYLEGUIDE

Just north-east of the Bund, far away from the international concessions, and the glorious art-deco of old Shanghai, Yangpu once was the site of a grand dream. A plan for the model city of the future.

State of the art industry grew there, world class universities were founded, an ideal street-map was drafted and monumental civics were built. Yangpu disctrict was going to make Shanghai a city that would embrace its Chinese heritage and take its rightful place alongside Paris and New-York as a world city. But history had other plans and the grand dream faded away.

Almost a century later, Yangpu is finally receiving the attention it deserves, and the urban rejuvenation project it needs. To help restore the image of the district, I created an identity based on illustrations of its iconic locations, centered on the three pillars of Yangpu's heritage: Industry, Academics, Civics. The illustrations were used to create products for the district's museum shop and promotional material