Undoubtedly, digital signage has made it easier for businesses to focus on what’s most important. Today, with the help of Wayfinder signage, these businesses can easily help people locate the location without any hassle in no time. However, Sanki Lee, a design professional opines, "Wayfinding design with branding is far more than signage, it is a more all encompassing field, which includes the design of spaces and the positioning of the development branding image". Sanki has a Master of Arts (MA) in Design and Design management with distinction at Northumbria University in England. She was also awarded the first prize at the Tucano International Competition in Milan in 2012.
Lee has over 20 years of experience in design, environmental branding and marketing of developments. She has been responsible for both the theoretical and practical development of the spatial branding discipline for many corporate companies such as the Beijing Capital International Airport, the Hong Kong Chinese Orchestra, Hong Kong Regal Hotel Group, Paliburg Holdings, the Agricultural Bank of China, China Minsheng Bank and fully grasped the corporate image design and tips. Moreover, in 2001, Lee assisted the Vice Chairman and Consultant of the Hong Kong Designers Association, Hon Bing Wah, to promote the visual environment of some of Asia’s most prestigious developments, including the creation of Shanghai World Expo and Shui On Land’s first real estate redevelopment project - Xintiandi.
She also has cooperatedwith the Hong Kong and mainland Chinese construction companies, developers and construction companies, such as Swire, Shuion, Chinachem, Goldin, Hsin Chong, Stan, Longfor, Wyndham and The Oval Partnership etc. TaiKooLi in Chengdu, is also one of the outstanding projects that Lee was a part of. She led the design team to develop solutions that not only complement the architectural and environmental design but particularly acknowledge the aspirations of the users. It’s this diversity of design that has distinguished Lee's firm, Pinpoint in this field, and the uniqueness of its solutions that has built a solid base of satisfied clients across Asia.
Way finding signage is here to stay.
During her years pursuing her Masters, Sanki Lee observed the globalization trends of design, marketing and brand psychology and concluded that Wayfinding signage is here to stay as one of the most important parts of property in modern cities. branding strategy and design for government projects such as Hospital, Swimming pool, Fire station, Exhibition and public market etc. Lee is pleased with the opportunity as well as the commissioning of the wayfinding system to be displayed in urban spaces, along with an urge to fulfill
a social responsibility by improving society through design. With this in mind, Sanki Lee set up her firm Pinpoint Creative that engages in creating the concept designs, incorporating the client’s brand. Pinpoint Creative is a Hong Kong-based design studio specialising in branding strategy, identity, wayfinding and signage design for different corporate and development properties. These include shopping mall, office tower, residential, hotel, villa, casino, theme parks, indoor skate parks, arts/learning platforms and the Metaverse / NFT branding strategy etc.
Independent in both thought and size, you deal directly with our tight knit team in a collaborative and inclusive environment in which your needs are understood, prioritized and fulfilled to the highest quality. "We believe that wayfinding is the art of using landmarks, signage, pathways, and environmental cues to help visitors navigate and experience. These cues should be well planned, seamlessly connected and aesthetically pleasing. That’s why I have a passion for the branding strategy, wayfinding system and signage design, and I committed to an information system that guides people through the physical environment and enhances people’s understanding and experience of the space in the urban environment", explains Lee.
Sanki lee's association with exceptional projects
Sanki Lee draws her inspiration from her first enlightenment teacher, Hon Bing Wah, a famous well rounded and thoroughly professional design master. She assisted Hon Bing Wah in the creation of Shanghai Xintiandi. At that time, the concept of this project was very innovative. Xintiandi, was firstly established in Shanghai in the early 21st centuryto challenge the city’s consumer experience. “New heaven and earth’, is a lifestyle and entertainment complex built upon a derelict group of vernacular Lilonghousings in Shanghai. The restored Shikumen (stone gate) houses of the Lilongbare witness to a unique culture of east and west, old meets new. Lee spent time doing a lot of research into Shikumen’s history and created the visual image aimed to reflect and complement such provocative architecture.
This revitalization project won a big success and has garnered plenty of international attention and admiration, helping solidify Shanghai’s status as a richly diverse and multidimensional city. It has won accolades, such as being listed among the "Top 20 cultural landmarks of the world" by Forbes magazine and labelled a "classic case of urban renewal" by the World Bank. "Heritage adds value to a development. I deeply realized how important a development with story and soul is. If we create a thriving community, the value of the area will naturally rise. Since then, I have been interested in environmental design and branding strategy", expresses Lee.
The soul in every design
"My design inspiration comes from life. Design creates culture. Culture shapes values. And Values determine the future", she adds. Sanki Lee has travelled across 80 plus cities building a 'visual library' derived from new cultures, people, and experiences as a source of design inspiration. "Stories brings out the soul. I always tell my design team to open their eyes to new possibilities in every creative project", says Lee. Under the abel guidance of Lee, Pinpoint has delivered some of the most successful designs in Asia.
Pinpoint creative acknowledges that it is important to improve brand recognition by developing a distinctive and memorable brand that is wellplanned, effortlessly integrated, and aesthetically beautiful
When asked what success means for a design, she recalls a conversation she had with a professional, "I still remember a conversation between me and Henrique de Almeida, the Architect Project Director of Chengdu Taikoo Li. I asked 'How would you define the design is successful?'. He said, 'As long as a project can be success, such design is a success'. After that, I bear this in mind and I have been using it as an indicator. The creative process of each project may be different, but the project eventually has to become successful and get the desired result". Over the years, Sanki Lee led Pinpoint, has had ample involvement in
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