Inspiring Baoshan

  • CLIENT Gemdale/Kicers
  • SECTOR Property
  • LOCATION China

Skills at play

  • Qualitative research
  • Brand positioning
  • Brand naming
  • Illustration
  • Onsite scoping
  • Strategic workshops
  • Ideation
  • Signage design
  • Spatial design
  • Way-finding planning
  • Communication design

The Bridgelife project is a 70,000 sqm former vacuum-flask factory that has now become a vibrant social destination for sports, food, education and cultural activities. The project was developed in-line with the Chinese government’s recent Five year Plan to uplift health, education and wellness throughout China.

We held a series of place visioning workshops with the Baoshan community to find a way to better foster social connections snd bring relevance and interest to this dense area of Shanghai.

The objective of the project was to create an exciting place brand for the old factory site that would resonate with the local residents and grow with the community over time. JWDK created a place vision and brand for the development over its three year transformation journey, connecting the needs of the property developer with those of the local citizens.

The strategy for the visual identity was to utilise the power of intense colour to trigger different moods. The colourful temperature system is also a nod to the former vacuum flasks made on the site. It is a way to guide people to different zones. The Chinese name 三邻桥 (san lin qiao) means bridging of three neighbourhoods together, while the English name, Bridgelife, borrows ‘bridge’ from the Chinese name. The introduction of ‘life’ connects the brand immediately to the lifestyle choices of the people. The dynamic, living brand will evolve with the growth of the local area and intends to keep the community active for the foreseeable future.