Centered on the Expo core theme “Better City, Better Life”, this project integrates Expo logos, mascots and thematic posters with various spatial carriers including public roads, pavilion entrances, transportation hubs and site fences.
Different from single-pavilion partial branding, this project focuses on continuous visual communication on an urban scale. Flags, lamppost graphics, hoardings, wayfinding systems and outdoor installations together form a complete and distinct visual network, allowing visitors to immerse themselves in the Expo thematic atmosphere throughout arrival, transit, sightseeing and resting.