Understand
We begin with the brand, audience, language, context, intended use, timeline, and budget.
Brand & commercial calligraphy
Calligraphy for brands that mean what they say.
Original Chinese calligraphy for hospitality, retail, campaigns, spaces, and visual identities. Every project brings language, cultural context, and intended use into the same conversation from the beginning.
Start your projectMake a place feel considered before it is explained.
From an entrance wall to a quiet directional detail, calligraphy can shape how a space is first felt. Each composition is developed in relation to its scale, sightline, material, and atmosphere.
A mark should belong to what it names.
For wordmarks, packaging, and campaigns, we begin with the meaning and character of the name. The resulting brushwork carries the pressure, rhythm, and variation of the hand—giving the identity a voice of its own.
Written by hand. Prepared for use.
Artist Xu Hongke writes the source work in brush and ink. Approved directions are then carefully prepared as vector and high-resolution files for your designer, fabricator, or production partner.
Applications
For teams making culture tangible.
Hospitality
Retail & lifestyle
Culture & placemaking
Agencies & studios
“The goal is not to decorate a brand with Chinese characters. It is to create a language whose meaning, form, and use belong together.”
A considered collaboration
Our process
Develop
Artist Xu develops original brush directions with meaning, cultural fit, application, and reproduction in mind.
Prepare
The approved work is digitized and supplied as production-ready files with a written commercial licence for your design or fabrication team.
Let’s talk
Tell us what the work needs to do.
Share the context, intended use, and ambition behind the project. We will reply with what is possible, the likely scope, and clear next steps.
Commercial questions
Practical details for a considered project.
What do you need to begin?
Begin with the brand, audience, intended use, timeline, and any existing visual or verbal references. You do not need to arrive with a finished Chinese expression.
What can the final delivery include?
Depending on the agreed use, the final delivery may include approved brushwork, lockups, vector and high-resolution raster files, colour variations, placement guidance, and production notes. Exact deliverables are confirmed before work begins.
How is commercial use licensed?
Each proposal defines the end client, approved applications, territory, term, and any agreed exclusivity. A written commercial licence is supplied with the final work.
What is not included?
Trademark searches or registration, fabrication testing, local approvals, production, and installation are handled by the client’s legal, design, or fabrication partners.
Can an agency commission on behalf of a client?
Yes. Please identify the end client, decision-makers, intended applications, and production partners in the project brief so the scope and licence can be prepared correctly.
For personal commissions