This project presents a comprehensive visual identity for the "Old Town New Life Social Design Exhibition." The core of the system is a custom-designed typeface derived from the visual vernacular of Shanghai’s historic neighborhoods. By extracting abstract geometric patterns from two ubiquitous street scenes, I established a rigorous generative logic to construct the letterforms.

The resulting typeface serves as the primary visual anchor, seamlessly integrated across various touchpoints, including promotional posters, exhibition ticketing, and staff identification, bridging the gap between urban heritage and contemporary social design.

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