Park Life

Brand Communication for Yintai Center

Yintai Center is the flagship development of the Yintai Property Group, standing tall on the Chang An avenue in Beijing. This high-end development is one of the most prestigious addresses in Beijing, hosting the Park Hyatt Hotel, The Park Life luxury Mall, private residential units and a Grade A office tower.

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The challenge

We were consulted at the launch and asked to designed ways to promote and cultivate a sophisticated image, using a non-commercial approach that would resonate with the audience.

Our Approach

We first created an elegant and subdued visual identity that we applied to a series of collaterals. We then took on the tasks to create an exclusive and high-quality magazine to be distributed to the members of the Yintai Club and the guests of the Park Hyatt Hotel.

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The visual identity was applied to stationary, direct mailers and on-site items such as directory.

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The magazine was a sophisticated affair, with insightful content on art culture, lifestyle. We gathered a team of some of the best editors and writers in Beijing working under the direction of our in-house chief editor.

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Stunning visual presentation was achieved thanks to the work of our creative director and exclusive collaboration with China’s most powerful fashion photographer, Chen Man. Chen Man created a series of impactful and at time thought provoking fashion stories that made the magazine a must-have on the bookshelf of numerous fashionistas.