The China NCPA Orchestra or China National Centre for the Performing Arts Orchestra is an orchestra based in Beijing, China. The orchestra gave its premiere in the spring of 2010. In 2012, Lu Jia was appointed Principal Conductor, while NCPA’s Artistic Director of Music, Maestro Chen Zuohuang is the orchestra’s Conductor Laureate, and Singapore-born Joshua Kangming Tan is its Resident Conductor. The orchestra embarked on its first North America and Canadian tour in November 2014. All promotional materials of the campaign required a strong brand based on the heritage of China, instantly recognisable, whilst also being modern. The use of red flowing ink added colour and movement whilst remaining classic and versatile across all assets produced.