São Paulo provides the cosmopolitan career woman with clothes that are as flexible as they are classic, as elegant as they are comfortable. While well known in Europe, SP had never advertised in China. They needed to appear Western to maintain their distinctive cache while remaining suitable for the Chinese woman. All we had to work from was their logo and its colors, black and red.
My assignment was to create a complete design/marketing package for São Paulo’s Asia Pacific market, which was introduced in China in 2004. I was inspired by the logo’s simple geometric design and created a patterns that convey not only the company’s name, but also the striking contrast between western modernity and ancient Asia.
