Shangsha & Xiasha

Branding | Creative Strategy

This community-based cultural branding project addresses the challenges within densely populated urban villages, focusing on "handshake buildings" that hinder both sunlight penetration and community interaction.

Emphasizing a diverse migrant population and the scarcity of communal spaces, it impacts residents' sense of belonging and identity. Adopting the theme "欢迎光临" (Sunlit Welcome), the project plays on words to extend a warm welcome to both the migrant population and the much-needed sunlight, symbolizing openness and integration within these urban communities.