MY PEOPLE, MY COUNTRY — "GOING HOME"

Theatrical Identity & National Narrative Branding

3.1B+

100%

Global

RMB. Total Box Office impact reached through the collective visual narrative.

Cultural Resonance & National Identity alignment.

Premiered across 40+ countries, defining the visual tone of the 1997 handover segment.

Overview

“My People, My Country” is a landmark anthology film capturing seven pivotal moments since the founding of the PRC. As the designer for the segment “Going Home” (directed by Xiaolu Xue), the mission was to create a visual identity that captured the soul of the 1997 Hong Kong handover—a moment of profound emotional and political gravity.

More than a title card, this logo serves as the emotional bridge between personal memory and national pride.

The Project DNA

  • Client: Xiaolu Xue / Huaxia Film Distribution

  • Sector: Media, Cinematic Arts & National Branding

  • Scope: Main Title Design / Visual Identity / Typography Architecture

  • Impact: A cornerstone visual for China’s 70th-anniversary cinematic celebration.

01 / The Challenge

Balancing Grandeur with Intimacy.

The “Going Home” segment required a dualistic visual approach. It had to reflect the Diplomatic Precision of the 1997 handover negotiations while maintaining the Human Warmth of a soldier, a policeman, and a watchmaker’s perspective. The challenge was to design a logo that didn’t feel like a cold government document, but a living piece of history.

02 / The Strategy

The “Temporal Anchor” Approach.

We treated the typography as a vessel for time.

  • Weight & Stability: Using structured, high-contrast strokes to symbolize the unyielding nature of sovereignty.

  • Emotional Texture: Incorporating subtle cinematic textures that evoke the nostalgia of the 1990s, ensuring the audience felt the “weight of the wait” for the 154-year return.

  • Narrative Flow: Ensuring the title integrated seamlessly into the film’s transition from historical footage to cinematic reconstruction.

03 / The Craft

Focusing on the architectural balance of the characters to ensure legibility across IMAX screens and mobile streaming posters.

04 / The Result

A Visual Benchmark for Narrative Cinema.

The identity for “Going Home” successfully anchored the film’s most sensitive and celebrated chapter. It contributed to a unified brand experience that helped the anthology become a cultural phenomenon, setting a new standard for how national stories are visualized in the modern era.