Founded in Nanjing, SUYI Design Group is one of China’s leading architectural and engineering firms specialising in municipal infrastructure, transportation, and urban design.
Over the past decade, SUYI has grown into a multidisciplinary consultancy covering more than ten professional fields and employing over 500 industry experts. With rapid growth, however, came the challenge of uniting seven independently run design institutes under one cohesive identity.
JWDK was appointed to define a clear brand strategy and corporate identity that could unite the group, clarify its positioning, and communicate its ambition to become a professional, internationally recognised design powerhouse.
Defining a shared identity
Through a series of in-depth visioning workshops with the SUYI leadership team, JWDK helped uncover the company’s true value and its collective spirit that underpins its success. It’s the ‘Collective Intelligence’ from all seven institutes operating as ‘One SUYI’ that enabled them to exceed client expectations.
Extraordinary solutions…
To express SUYI’s ability to deliver innovation within the infrastructure of everyday life, we created a slogan that tributes SUYI’s often ‘unseen’ design excellence that drives progress across China’s built environment.
Designing connection and clarity
The new brand identity toolkit brings warmth and humanity to the industry of infrastructure and engineering honouring the social outcomes of SUYI’s work, not just the act of construction. The bilingual logotype is supported by a graphic ‘sparkline’ that runs throughout the design system as a dynamic connector — symbolising collaboration and the unification of the seven institutes.
The colour palette combines Steel Grey for precision and reliability with Vibrant Orange for energy and optimism, projecting a confident, modern personality that stands out within the engineering sector.
Bringing the brand to life
JWDK delivered a comprehensive brand toolkit, including corporate brochures, templates and brand films, ensuring consistent rollout across all communication channels. A light-hearted illustration style was introduced to make complex technical concepts more approachable and human-centric.
A collective force for the future
With its unified brand strategy, visual identity and communication framework, SUYI now presents itself as a connected, confident and future-oriented design group. Guided by its ethos of Collective Intelligence, it continues to transform the everyday world through extraordinary thinking and collaborative innovation.
