Genesis Beijing

Genesis Beijing is a public development that combines a hotel, offices, gardens and a museum by Japanese architect Tadao Ando. The brand is intended to create a state of mind, not just convey a message. It is built from five patterns or ‘flow states’: play, pause, reflect, exchange, concentrate. Each is part of the experience of Wu Wei. The team created a tool that explores these states—offering a pattern to evoke each feeling. They can be adjusted in motion and density to bring richness to the design and keep the brand fresh over time. Ultimately, they reflect individual moments along the journey of Wu Wei, like the logo.

D&AD Graphite Pencil / Branding Schemes & Branding in Medium Organisation