Interview with Brand Genesis Lab | Tongji University
Brand Genesis Lab, Tongji University
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Brand Genesis Lab, Tongji University
Branding with cultural depth
In its work, the Brand Genesis Lab always combines an international perspective with special local characteristics to provide its customers at home and abroad with holistic solutions. The renowned branding agency develops powerful identities for industry as well as for clients from the cultural and public sectors. For the creatives, a brand is more than its external appearance. It is always also an essential medium for transmitting culture and values. Multiple international awards have already recognised the work of the Brand Genesis Lab, thus reinforcing its design philosophy.
About Brand Genesis Lab
Exploring the DNA of brands.
Yongqi Lou
Awarded in
Awarded projects 2025
D&I Grad Show 2024
For the posters in the graduation exhibition, students further developed the ancient Chinese tradition of sugar painting using AI and robotics. The result is a fascinating double-layered advertising medium featuring sugar, and its required processing can also be understood metaphorically. The posters thus tell of change, shaping and development.
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100 Best Chinese Posters 2024
For this exhibition poster, the designers reimagined the Chinese character for “100” using three aquariums, each containing 100 fish. The poster variations were created by photographically capturing the ever-changing movement of the fish.
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Hou Ying’s Lecture at Tongji Advanced Forum
The typographic poster announces designer Hou Ying’s lecture “The Evolution of a Designer”. An acrylic container shaped like her name was filled with yeast dough, which gradually transformed through fermentation, thus visibly altering the poster over time.
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