Shanghai TowerBranding China’s tallest building
Shanghai Tower, China’s tallest building and the world’s second tallest at 632-meters, needed a world-class brand to resonate meaningfully with a Chinese and international audience, whilst underpinning the tower’s status as the crowning glory of Shanghai’s financial district and the world’s first truly vertical community.
As an imposing part of Shanghai’s skyline for a century or more, the brand, like the building, needed to endure the test of time without relying on short-lived concepts around its size and shift the focus towards a more articulate essence for its being.
We expressed Shanghai Tower’s vision to create the future of business communities by redefining how businesses, commercial and residential patrons co-exist together by positioning the brand as the category leader and benchmark for brilliance and integrity. The idea is brought to life in a powerful and unique verbal and visual identity, inspired by the building’s architecture and the concept of shining a spotlight.