Between Mountain & Sea

Background

A shared symbol distilled from local memory for citizens, business and visitors.

The starting issue was not a lack of design, but an inconsistent understanding across products, channels and teams.

Core insight

Effective brand expression reduces the cost of understanding, choosing and sharing.

One core message, expanded into a complete system

Naming, language, identity, product and content evolve from the same core judgment.

Outcome

A year-round destination system built from one cultural idea。Replace with approved project data and imagery when the real case is published.