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Signage

Form to function

Brand design

hospitality

East, Beijing

Signage system

A beacon of light

EAST Beijing is the new 369-room business lifestyle hotel from Swire Hotels. Yang Rutherford designed the hotel's signage and way-finding system, which includes sculptural lettering, sleek oblong directional signs, four branded restaurant entrances, bar and function outlets and a digital info-graphic wall in the business centre.

Using East's signature orange dash, which shoots eastward circling the building, an eye-catching illuminated rooftop LED sign was also developed. This piece of primary signage clearly marks East out from a busy Beijing skyline - albeit in an understated manner befitting the brand's aesthetic.

Scope

Exterior Signage
Interior Signage
Way-finding System

Brand design

HAGAKI

Contemporary Japanese restaurant

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Xian

Beijing bar and club

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The Workshop

Branding Beijing's conference centre

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Domain

Business hub

Brand design

Feast - Food by EAST

Branding a neighbourhood cafe

Brand strategy

Brand design

Communications

Swire Hotels

Creating a new luxury hotel group

Brand design

Sugar

Bar, deck and lounge

Brand design

Communications

The Upper House

Branding a flagship hotel

Brand design

Communications

The Opposite House

Communicating a vibrant luxury hotel

Communications

EAST BRAND PHOTOGRAPHY

100 images bring brand to life

Brand design

Communications

Pacific Place

Relaunching the iconic mall

our clients

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Restaurants & Bars

Above & Beyond

Bei

Domain

Duddell's

Feast

Green

Hagaki

Le Restaurant Paris

Punk - Beijing

Sugar

Sureno

The Market

Xian

Real Estate

226

Blake's Advisors

Chow Tai Fook

CTF Finance Centre

The Dalat at 1200

Fantasia Holdings

Gammon Construction

Grosvenor Crescent

Karma Lakelands

Nan Fung Group

New World Development

Ocean 3651

Summer Group

Swire Properties

Unitech Group

Winfield

World Resorts

Wharf Holdings

Fashion & Retail

Debenhams

Gee

Givenchy

Hugo Boss

Josephine Home

LVMH

Moss Bros Group

Ozwald Boateng

Pacific Place

Finance & Institutions

Advent International

American Express

Argentum Consulting

Casa Dei Bambini

CIS Hangzhou

CIS Hong Kong

Coutts World Card

Habour Business Forum

Hong Kong Government

Made in Africa Foundation

Mirae Asset

Tiger Cub Funds

Others

10 Design

Aedas

RMJM

South China Morning Post

Strata

Style Magazine

Urban Rock

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Hong Kong

13F Fung Lok Commercial Building
163 Wing Lok Street
Sheung Wan
Hong Kong
Tel +852 2850 6262
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London

25 Chelsham Road
London SW4 6NR
United Kingdom
Tel +44 207 622 5788
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