Guimiao Week

Brand Strategy

Campaign

Visual Identity

Following the first year’s successful community campaign that celebrated local-student connections, Guimiao Week returned with a vital mission: to bring Shenzhen University students and residents back together after pandemic isolation.

The Challenge
When pandemic restrictions closed the passage between the university and Guimiao, local businesses struggled to survive. The second annual Guimiao Week needed to bring life back to this beloved food district through meaningful shared experiences.

The Concept
Guimiao, the most beloved food destination for students, inspired our theme “Still Wave” - a play on words that captured how its flavors remained just as rich and its spirit just as warm.

The Approach
Our campaign connected people through social media and a video, bringing the neighborhood together with a street stage, outdoor cinema, mural art, and interactive games.

The Impact
The campaign expanded Guimiao’s appeal beyond its traditional audience. The mural became a social media destination, driving new foot traffic to local businesses.

Team

PROJECT MANAGEMENT
Xin Pei

STRATEGY
Zizhe Huang, Yuyang Wang, Shuyu Wang, Guoren Su

LEAD DESIGN
Yuyang Wang

VISUAL DESIGN
Shuyu Wang, Xin Pei

MOTION GRAPHIC PRODUCTION
Guoren Su

VIDEO DIRECTION
Guoren Su

VIDEO PRODUCTION
Guoren Su

COPYWRITING
Shuyu Wang, Shuyi Liang

Dune

Motion Graphic