The Genesis Beijing brand is intended to create a state of mind, not just convey a message. It is built from five patterns or ‘flow states’ - play, pause, reflect, exchange, concentrate. Each is part of the experience of wu wei. We created a tool that explores these states—offering a pattern to evoke each feeling. They can be adjusted in motion and density to bring richness to the design and keep the brand fresh over time. Ultimately they reflect individual moments along the journey of wu wei, like our logo.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.