PLAYROOM is a graphic design studio co-founded in Shenzhen by Wang Yizhi and Zhang Ke'er, the principals of Projject Studio. We provide graphic visual design, creative direction, and brand strategy services for brands and institutions across diverse fields. Our core philosophy is to cultivate fitting atmospheric experiences through forward-thinking design language and deliver solutions that generate tangible business value.
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BASE HOTELCat. Brand Identity
Ind. Hotel
Yr. 2024Drawing from a decade of heritage as a converted industrial space in Shenzhen’s OCT area, the new brand identity for BASE HOTEL is rooted in the refined stability of Serif typography, honoring its deep-seated urban legacy.The custom logotype seamlessly bridges the "unyielding spirit of pine" with the "organic randomness of rock".
By integrating fluid, branch-like growth patterns into the brushstrokes—particularly within the initial and terminal horizontal structures—the design breathes natural vitality into a structured frame. This evolution transcends a singular definition, embracing a more inclusive and versatile brand character that reinterprets organic elegance within a modern metropolitan context.