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How do you modernize an ancient Chinese tradition and practice to make it relevant to the present?


WEL (West East Living) is a lifestyle brand based on Traditional Chinese Medicine. The identity is the meeting point of east and west making acupuncture more accessible to the holistic modern woman. The brand identity was about clarifying and simplifying the practice and understanding its relationship to western medical techniques. 

Role: Creative Director for this project working with a team of designers.