Huilanwan Sunrise Village

Brand Identity

Identity for a luxury residential complex outside Hualien, Taiwan, that reimagines communal living and our relationship with nature.

Huilanwan Sunrise Village is a world-class residential complex that radically reimagines communal living and our collective relationship to nature. Located on picturesque Huilan Bay on Taiwan's pristine east coast, the mixed-use development features an striking architectural design by Bjarke Ingels Group (BIG) that evokes the peaks and valleys of the nearby mountains with green sloping roofs and incorporates state-of-the-art sustainability. Pentagram has created a dynamic program of branding for the project, including a graphic identity that captures the vibrant spirit of the project and print and digital content that highlights its holistic approach to wellness.

There is growing interest in Taiwan in green living and LOHAS (Lifestyles of Health and Sustainability), and Huilanwan Sunrise Village has been conceived as a new kind of community that brings people together to actively promote healthier lifestyles. Situated just outside the thriving city of Hualien, in one of the country's most spectacular regions, the architecture and landscape design encourage its residents to live in harmony with the natural world, and with each other. Developed by Taiwan Land Development Corporation, the project turns what used to be an industrial factory region into an idyllic mini-city that has been carefully integrated into the surrounding landscape.

This commitment to the environment is expressed in the innovative architecture by BIG, which features undulating forms that echo the mountains to the west and the ocean to the east. The sloping roofs are planted with green vegetation that provides an optimal shading system for Taiwan’s hot and humid tropical climate. (The development has already earned LEED Gold status for its sustainability and reduced environmental impact.) The complex centers on three residential buildings and encompasses a wealth of experiences designed for social interaction, including a communal kitchen, café, outdoor theater, art village and medical facility, as well as luxury amenities including a spa, pool and gym, all connected by a system of pathways that invite residents to exercise, walk and socialize. 

The graphic identity is constructed of two flexible, intersecting lines—one green and angled, the other one blue, curving and made of dots—that reference the unique geographical location, which links the mountain to the sea. The mark also suggests the organic flow of ecological processes that support the development and its sustainability, as well as the twisting public paths that connect the complex and encourage residents to exercise and interact.

As part of the branding, Jen and her team helped shape the marketing campaign for the whole development project. Imagined as an in-depth guide to the concept of Huilanwan Sunrise Village, two books were developed with narratives and photo-essays that encompass the natural assets of the region, plants and wildlife, cultural and leisure destinations, and seasonal activities, as well as the goals, philosophy and design of the residential complex, and all the possibilities it has to offer.

An interactive, easy-to-use app was also developed as a digital book and marketing tool for the sales team. The UX/UI smartly packs lifestyle content and comprehensive overviews of the architectural design, landscape, amenities and specifics of each residential unit into a single experience.

Huilanwan Sunrise Village from Pentagram on Vimeo.

New York
Natasha Jen
Project team
Belinda Chen
Yenwei Liu
Pei-Y Ni
Michael Wong
Justina Chang
Suri Chen
Melodie Yashar
Cong Wang
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