Win Sing Development Design & Branding BAMBOO by J. Walter Thompson Taipei


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Industry Construction & Civil Engineering
Media Design & Branding
Market China
Agency J. Walter Thompson Taipei
Executive Creative Director I-Fei Chang
Art Director Amy Chang
Designer Rex Kuo, Max Lee
Released April 2012


One Show 2013
One Show Design Collateral Design / Booklets and Brochures Merit

Credits & Description

Category: Promotional Item Design
Executive Creative Director: I-Fei Chang (JWT Taiwan)
Group Creative Director: Ian Chen (JWT Taiwan)
Head Of Designing Center: Janny Pai (JWT Taiwan)
Art Director: Amy Chang (JWT Taiwan)
Designer: Rex Kuo (JWT Taiwan)
Designer: Max Lee (JWT Taiwan)
Media placement: Book - As A Gift To Business Partners - 4/8/2012

Describe the brief from the client
Oriental Humanism vs Modern Contemporary: Win Sing architects comes from Taiwan. They are renowned for their fine craftsmanship and designs that combine advance architectural technologies and oriental gracefulness. The name itself — Win Sing (Heart of scholars) originates from concepts of traditional Chinese humanities that scholars, sincere by nature, dedicate themselves in contribution to society.

Describe the challenges and key objectives
Making a corporate profile that would let people understand Win Sin’s background at their first sight.

Describe how you arrived at the final design
The idea: Bamboo
Famous Chinese poet Su Dong-Po said, “Rather be meatless in the meals than living without bamboos”. In oriental architectures, bamboo is the icon of culture. Each of the 6 laser-cut 5mm bamboo sheets represents a Win Sing vision. They form an ancient Chinese garden when stacked together, signifying a comprehensive Win Sing. We also adapt the ancient Chinese method of bookbinding, enclosing as much oriental characteristics as possible in the contemporary design. People will be infused with the feel of oriental culture at the first glance of the corporate profile, till the end of the last page.

Give some indication of how successful the outcome was in the market
From the very first glance till the last page, the bamboo-crafted Chinese garden left people with a deep impression of the oriental Win Sing.