Xigu Half Spring Resort
Client: Xigu Half Spring Resort
Branding
Design SystemThis branding project was designed for an exclusive spring resort in China known for its relatively rare dual spring resources, which include both hot and cold springs. The main idea was to visually depict the dynamic interplay of these ecosystems while also conveying the elegance and peace of the resort environment.
The art direction includes a movable, fluid logo system that captures the idea of water in movement - flowing, transforming and adapting. The recognizable system incorporates organic forms and transitions to represent the balanced combination of hot and cold springs. Motion graphics and adaptive logo variations contribute to a sense of creative vitality, providing a living, breathing brand image that evolves across several touch points.