The Shanghai Project is a campaign practice including logo, catalogue, product, and promotion designs.
This catalogues is part of the Shanghai visual system. It demonstrates the changes of Shanghai over the past century. Each spread represents a significant era and the stories behind it. From the "Golden Age" to "A New Era," the color palette reveals the impression of the certain age. The green on the "Simplified" page expresses the color of the Chinese army uniform; the red background on the "Expands" page indicates the manic feeling of the fast-growing city in the 1990s.
Meanwhile, the logo is inspired by the Chinese name of Shanghai. This logo indicates the meaning of each character: “Shang” means “above” and “Hai” means “sea” in Chinese.