Shanghai, China

The brief:

Mindshare, the Shanghai office of the WPP Group’s major media arm, needed to create a work space environment that personified their mantras of “teamwork, provocation and speed”, while reflecting their creativity and innovative spirit. In order to match the incredible things that Mindshare do, and help them discover their awesome powers, we came up with – what else? – but superheroes.

Challenges and Solutions:

The team at Mindshare do amazing things on a daily basis and what they deliver to clients change on a daily basis. As such, we decided to illustrate their company spirit through designing Mindshare’s very own superhero characters that reflected their company mantras: Ms. Mindshare who personifies teamwork, Rigatron, who embodies provocation and Octoexec who is all about getting things done quickly yet accurately. But we didn’t stop there, we created Mindshare’s very own comic book which you see debuted over three levels of Mindshare’s office.

At Mindshare’s reception area is a masterpiece handcrafted using blackboard chalk that will be redesigned on a yearly basis, to keep up with the growing trends of Mindshare and the business they are in. Inspiration is also given to team with a wall art that features “Adapt” in English and Chinese that reiterates their adaptive corporate culture.


  • Brand Creation
  • Brand name & development
  • Brand architecture
  • Graphic Design
  • Illustration
  • Brand Identity
  • Merchandising
  • Signage/Wayfinding graphics
  • Wall Art
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