Integrating a conceptual master plan and visual identity

Beijing Central Business District Eastern Expansion Competition
Systems Design, Visual Identity
Beijing, China
In collaboration with SOM

Tom Harris © Hedrich Blessing

Designed a graphic symbol for SOM’s vision for the eastern expansion of Beijing’s Central Business District. The symbol was derived from physical components in the masterplan: rivers, boulevards, parks and the business core. The symbol was used as an identity for the project and doubled as a key-map throughout the printed report and digital deliverables. The symbol brought continuity to the master planning story and helped to orient readers in the physical masterplan. SOM’s entry placed first among seven firms in the international competition.

Role: Senior designer
Designed graphic symbol and identity;
Developed a template and visual guidelines for a 200-page book