Junming group is a real estate group focusing on the investment, development and operation of urban complex. In 2019 we worked with L.S.Art to design the brand identity for Junming Group’s new city complex project JMC. Before the project started, we found that the traditional brand identity based purely on consumer positioning is no longer effective, instead the new generation of consumers is more likely to accept a brand identity based on culture, story and ways of playing. Through this finding, we focus on the commercial vision of Junming city “to create a new magnetic point in the city” to cut into the design work, implementing a magnetic word mark as the starting point of the design concept to tell the story the “new ways of playing” of JMC.