For the purpose to enhance the brand identification of Jiangmen and increase visits of tourists, the local government requested a new brand logo for its culture and tourism section. Inspired by shape of a traditional Chinese Character Men and structure of memorial archway, the logo incorporates elements which extracted from cityscape, architecture, cultural heritage, landscape and plants of Jiangmen. A brand identity guideline was developed to ensure a brand visual consistency. An official logo launch event was hold and an advertising video was published via omni channel communication.

EUCA is a consulting company focuses on a global operation, across culture communication and branding. EUCA provides information, strategy, design and other relevant services for both international and domestic clients, including consumption pattern of Chinese consumers, tourism, internet, social media as well as some high tech products etc. EUCA is actively involved in the development of some e-commerce projects targeting Chinese consumers as well.

Jiangmen is the homeland of approximately 4 million overseas Chinese, who live in 107 countries and regions throughout the world. Therefore, it is also called The Capital of Overseas Chinese. Jiangmen has 4 county-level cities and 3 districts. Many historical heritages keep well in Jiangmen, include memorial archways and fortified multi-story towers. The economic development strategies of Jiangmen emphasize the development of culture and tourism, and protection of the environment. Jiangmen culture, tourism, radio, television and Sports Bureau is the governing body of Jiangmen culture and tourism.