FLOW FLOW

Helping Wolff Olins bring an ancient philosophy to a modern space

Helping Wolff Olins bring an ancient philosophy to a modern space

When branding agency Wolff Olins brought us on board to help craft and write the Chinese-language materials for a new urban development Genesis Beijing, the challenge was about more than just volume. At the heart of the development sat a philosophy based on wu wei (无为) – a concept of ‘flow’, which we set out to faithfully and sensitively convey through copy at every touch point: from brand guidelines, to hoardings, press releases and promo yoga mats.

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