Martket Brand
赶场

[Concept]We designed the visual identity system for the creative market brand “Gan Chang,” with a core concept rooted in the dual forces of “dispersion” and “aggregation.” Four basic square units serve as the building blocks of the design. These units can form the Chinese characters for “赶场” or extend into numerical symbols to convey information such as time, and are further applied across posters, promotional materials, and various visual contexts.

This modular visual language not only enhances brand recognition but also deeply reflects the essence of a creative market: each individual creative entity exists freely like a square, full of personality and vitality; when they come together, they form a larger, more cohesive, and dynamic whole, symbolizing the diversity, collaboration, and energy of the creative community.

The design emphasizes flexibility and scalability: the arrangement of squares can change according to time, event, or theme, creating endless possibilities and keeping the brand visuals fresh and engaging in every context. This visual logic—from scattered to aggregated—also metaphorically represents the process of creative collision, idea convergence, and cultural exchange, allowing audiences to feel the dynamic vitality and creative energy of the market.

Overall, the design not only establishes a unique and unified brand identity for “Gan Chang” but also conveys the free-spirited, inclusive, and rhythmic essence of the creative market through the interaction of form, color, and structure.
为创意集市品牌「赶场」设计的视觉识别系统，其核心理念源自“分散”与“聚合”的双重张力。我们以四种基础方块作为设计单元，这些单元既可组合成“赶场”二字，也能延展为数字符号，用于呈现时间等信息，并进一步应用于海报、宣传及多种视觉场景。

这种模块化、单元化的视觉语言不仅强化了品牌的辨识度，更深刻反映了创意集市的本质：每一个独立的创意个体如同方块般自由存在，充满个性与生命力；当它们汇聚在一起时，又形成了一个更大、更具整体感和动感的集合体，象征创意社区的多元、协作与活力。

在设计中，我们强调灵活性与延展性：方块的排列可以随时间、活动或主题变化，形成无限组合可能，使品牌视觉在不同场景中始终保持新鲜感与趣味性。同时，这种从零散到聚合的视觉逻辑，也隐喻了创意碰撞、思想汇聚与文化交流的过程，让观者在视觉体验中感受到集市的动态生命力与创造能量。

整体设计不仅塑造了“赶场”独特而统一的品牌形象，也通过形、色、结构的互动传达出创意集市自由、包容、富有节奏感的精神气质。
[Client Partner]
Gan Chang Market

[Year]
2022

[Industry]

Arts&Culture

[Creative Director]
AJ Zhou

[Designer]
AJ Zhou

[Service]

Campaigns

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