In 2019, we were entrusted by the brand founding team to explore brand genes and the possibility of future development. Starting from the basic strategic work, we set the brand’s goal of providing new consumer groups with stylized, inclusive and environment-friendly home design, and cooperated with Raw Color, a Dutch design studio, to conduct a comprehensive cultural analysis of the representative “Gen Z” and build the brand’s values. The “Gen Z” is also a clue to the brand’s naming, and the phonetic “jianze” interprets the brand’s values. The traditional “rules of space” are no longer applicable, so let’s try to create new rules. After the brand name was decided, we and Raw Color tried to integrate modern and simple image processing into the visual expression of traditional oriental seals, creating a brand image with both cultural heritage and international trends. The brand image is a combination of Yin and Yang inscriptions, with Chinese and English reflecting each other, in line with the multicultural and multidimensional life of the Z generation growing up in the context of globalization. The orange-red color is adopted to express the vitality and individuality of the new generation. The brand strategy envisioned the brand quality that makes Jianze stand out in the crowded media environment - the shaping and expression of spatial emotions. A fashion editor was invited to shoot the campaign, whose imaginative camera language collages the diverse storytelling of the Z-generation, giving Jianze greater power to communicate its message in the multimedia interface. Embracing the virtual, writing memories with images, the lens is the fertile ground for the birth of the brand, the first launch of the brand we have created a limited-time “Stage Zero” in Design Shanghai. Each product is set as an “actor”, ready to improvise with the audience. The symbolic and immersive design of the exhibition drew a long line of people waiting outside the booth. Collaborate with Raw Color