MUSE Gold

2024

River & Field Prosperity—IP Image Design for Wuhu

Entrant Company

Guangzhou Sleepless Tiger Technology Co., Ltd

Category

Marketing & Promotional - Character Design

Client's Name

Wuhu Municipal People’s Government

Country / Region

China

This approachable IP image aims to get the government closer to citizens while popularizing Wuhu’s unique natural landscape and rich human culture.
Wuhu’s iconic cultural sculpture is modelled after Jiuzi birds (the city, once a land abounding with algae, was inhabited by Jiuzi birds, making the birds a symbol of Wuhu). Based on that, the design team has taken the sculpture as the core, and ingeniously incorporated a shawl design (derived from Hanfu, a traditional type of Chinese clothes), creating the male bird Jiu Xiaoli & the female bird Jiu Xiaowen.
Jiu Xiaoli mainly adopts the cyan color, representing Wuhu’s abundant water resource and long history of water transportation; the feather fan in his hand resembles the tail of the Juzi sculpture, which symbolizes wisdom and agility, embodying Wuhu people’s diligence and innovation. When he gently waves the fan, peace will come to the city, and people will enjoy a happy life.
As one of the four leading producer of rice in ancient times, Wuhu features profound cultivation culture and rich agricultural products. Therefore, orange as the main color is applied to Jiu Xiaowen to represent bumper harvests in Wuhu, highlighting the city’s wealth and prosperity.
To further enrich the IP image and enhance its recognition, the design team has developed an image system composed of Jiu Xiaoli & Jiu Xiaowen with various clothes, and expanded the application of Jiu Xiaoli & Jiu Xiaowen to the field of emoji expressions, contributing to a more vivid and interesting IP image with a distinctive individuality.

Credits

Guangzhou Sleepless Tiger Technology Co., Ltd
Zixuan Hu
Guangzhou Sleepless Tiger Technology Co., Ltd
Xietao Huang
Guangzhou Sleepless Tiger Technology Co., Ltd
Yulin Peng
Guangzhou Sleepless Tiger Technology Co., Ltd
Lina Zhang
Guangzhou Sleepless Tiger Technology Co., Ltd
Wenting Li
More Gold Winners
Video
2024
MUSE Advertising Awards - Fire Hippo (Episode 1-and-a-Half): Laundry Day

Entrant Company

Studio Flatland

Category

Video - Animation

Country / Region

United States

Video
2024
MUSE Advertising Awards - Sagarmatha Next
Sagarmatha Next

Entrant Company

IVAR Studios

Category

Video - Sustainability & Environment

Country / Region

Sweden

Website
2024
MUSE Advertising Awards - A Foundation for the Future: Infrastructure Masons' Website

Entrant Company

26FIVE

Category

Website - Technology / Science

Country / Region

United States

Video
2024
MUSE Advertising Awards - CHAMPIONS
GARCIA'S HOUSE OF BOXING

Entrant Company

KFOX TV

Category

Video - Budget below $3000

Country / Region

United States