MetaDesign's full creative power was on display last Friday as we celebrated the Red Dot Agency of the Year win in Brand Design & Communication with our "Red, Dot & Spicy" exhibition – a sizzling showcase of MetaDesign Beijing's hottest design works.
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Red, Dot & Spicy
The one-night exhibition at DEST GALLERY in Shan Kang Li, Shanghai featured a curated selection of more than 15 award-winning brand designs and strategies, ranging from automotive leaders and internet giants to community builders and craft brewers. With a behind-the-scenes look into the concepts, creative processes and execution of some of the biggest brands in China and the world.
The evening started with an insightful panel discussion titled "Game Changing Design: How Design Makes Your Brand Win In China" hosted by Mauro Marescialli, managing director of MetaDesign Beijing. Panel guests included Frank Wu, Head of Design for Jidu Auto; Angela Wang, Head of Marketing for LIXIL Water Technology; and Brian Leong, ECD of Publicis Groupe China.
Clients, creative partners, colleagues from Publicis Groupe, current MetaDesign team members and MetaDesign alumni joined to celebrate the designs and the stories behind them, including a special visit from MetaDesign's Global CEO Daniel Leyser.
Entering the space, guests were given an introduction to MetaDesign's history, MetaDesign Beijing's work on the new Taobao logo design and a range of brands including Origo, Jing-A, Coffee Commune and Pernod Ricard.
An entire wall was also dedicated to MetaDesign's annual hongbaos, a passion project that has become a fun, shareable annual tradition, with four years of hongbaos displayed together to provide a photo opportunity filled with color and character.
Moving into the next space, MetaDesign's automotive branding expertise was on display with projects for FAW-Audi, ECARX, Li Auto, Volkswagen and Geely Galaxy, as well as a graphic poster wall featuring an impactful overview of all of MetaDesign Beijing's recent client work.
Adding a spark of humor to the evening was a wall dedicated to works which didn't see the light of day - pitches and projects we loved even though the clients "just didn't swipe right".
"Winning the Red Dot Agency of the Year is a very rare honor, so the opportunity to show all of our award-winning projects together is really special. And what better way to celebrate than to create more work for ourselves by putting together an exhibition," said Sally Anderson, Creative Director at MetaDesign.
"Seeing the work up on the walls, sharing it with our team, clients and partners, who we worked hard alongside to create them, is hugely motivating for all of us to continue pushing ourselves, our thinking and our craft in order to further refine the impact of brand design."
Winning the Red Dot Agency of the Year is among the highest global honours an agency can achieve in brand design. The award is the culmination of MetaDesign's global effort to deliver transformative brand strategy and design for companies across the spectrum – from SMEs, public sector organization to large multi-national companies.
Showing off our spicy side, each member of the MetaDesign Beijing team was featured on a creatively reimagined jar of China's famous 'Lao Gan Ma' chilli sauce.
