Foreign Policy Design is the creative group behind this nicely done branding project. The group’s branding efforts focused on the concept of duality in Shanghai. On one side of the bund there are historic art deco buildings and on the other side more modern. From there the design had the ability to become a reversible concept.
Another part of the identity pays tribute to the Waterhouse as a former warehouse. The graphic elements of the identity were squares to mimic the stacking and storage of cargo and goods. This helped the identity become globally and internationally appealing.