UK Pavilion at Shanghai World Expo identity
for Foreign and Commonwealth Office
Devise a visual identity for Heatherwick Studio’s unique UK Pavilion at Shanghai World Expo?
You bet!
Approach
The Pavilion itself was the inspiration for the identity, representing all that’s creative, innovative and dynamic about UK industries and people. The visitors were the main consideration, 95% of whom would be Chinese and probably wouldn’t speak English. We had to think about those from rural areas, as well as a young, urban and technologically-savvy audience. And then there was a global audience too, who’d encounter the brand through PR activities. And last but not least, we knew the brand had to resonate with the UK Government departments and corporate sponsors.
Outcome
Of all participating countries, the UK Pavilion drew one of the biggest crowds at the expo and was a hit with visitors. A group from Red Stone visited to document the event.