YJP – CHINA NEW GLOBAL FREE TRADE ZONE, TIANJIN
We believe that a globally integrated, multicultural world is going be more prosperous for everyone, bringing together the best minds and entrepreneurs.
Working with the Chinese Government Client, we developed the global identity, positioning, naming, corporate messaging system and trade applications for China’s newest and largest Free Trade Zone city, located near Beijing.
The strategic objective of the project was to attract the largest corporations, arts, and sciences and create innovation centers bringing the best from Asia, America and Europe to grow in China. As a result, Mercedes, Juilliard, various American companies and German Universities have collaborated with and established key hubs for their China operations in the YJP Free Trade Zone.
The strategic priority and opportunity was to create a differentiated, internationally relevant brand. To achieve this objective, we created the master brand Corporate Identity System (CIS) and experiential, customer marketing platform. This included a powerful icon and acronym, YJP (standing for Yujapu), as well as a complete visual messaging platform that would be visibly applied to bring it to life. The solution was a system which clearly integrated all visual touch points, on the ground, of the FTZ master plan, developed by SOM architects. The master plan program features 132 office and residential towers, sports center and performance arena, a high-end Intercontinental hotel, restaurants, apartment complexes, shopping centers, visitor centers and new high tech, high-speed train station.
In addition to SOM, other international architects collaborated on the project, including Diller Scofidio + Renfro, who designed the Julliard Music School.
Our project involved opening an office in Beijing and a span of three years to create and produce. We worked in parallel with the master planning, to ensure that the branding was applied to digital messaging, buildings and social infrastructure, public signage, staff identity and uniform design, multimedia content creation, entertainment and external marketing.
EXECUTIVE CREATIVE DIRECTOR: David Anton
AGENCY CEO CHINA: Matthew Asinari