Genesis Beijing wished to create a new urban experience based on mental wellbeing and social connection. Wolff Olins built the brand on Chinese philosophy, specifically the notion of ‘wu wei’ or ‘effortless effort'. The brand is built from five patterns or ‘flow states’: play, pause, reflect, exchange, concentrate. Each is part of the experience of wu wei. A bespoke tool that explores these states, offering a pattern to evoke each feeling, was created.