The brand identity is based on the concept of DUALITY. Shanghai has a DUALITY persona in almost every aspect of its DNA. There are art deco old historic buildings on one side of the bund, and across the bund, they are cutting edge skyscrapers; ballroom dancers practicing their routines next to older people doing their Taiji in the morning. Hence the identity is designed having the ability to an 'IN & OUT', 'BLACK & WHITE', reversible concept - aptly reflecting the architectural design intent of inside out, outside in.
Another layer of the identity development pays tribute to the Waterhouse as a former warehouse. The graphic profile of the identity was built in squares to mimic the stacking and storage of cargo and goods. This identity has to be global and internationally appealing, it should be work as well in Shanghai or Berlin.