SOHO China — Project

The mark behind the name.

Designed the SOHO China brand identity system — the visual language that gave one of China's most recognized real estate companies a single, unmistakable face.

SOHO 中国品牌系统的设计者。让中国最知名的地产名字，拥有了一张统一的面孔。

Buildings, not shy.

SOHO's architecture was never background. It was statement, silhouette, skyline. I photographed it the way it asked to be seen — bold, absolute, unmistakably itself.

SOHO 的建筑从来不是背景。它是宣言，是轮廓，是天际线。我以它要求被看见的方式拍摄——锋利、绝对、无可替代。

PAN SHIYI — THE RUNNING RECORD

Where the brand went, I was already there.

Reality moves fast. In the blur of cities, events, and fleeting moments, the job was never to document everything. It was to find the one frame that told the story. A decisive moment, pulled from thousands.

Every image on Pan Shiyi's Weibo passed through one viewfinder. Not a campaign. A continuous record of a brand in motion.

Beijing, Shanghai, Tianshui, Boston, New York...

品牌所到之处，我已先在那里。

现实瞬息万变。在城市、活动、无数稍纵即逝的瞬间中，工作从来不是记录一切——而是从万千画面里，抓住那个能讲故事的瞬间。

不是 campaign，不是随手拍。是一个品牌持续移动的连续记录。

北京,上海,天水,波士顿,纽约…

THE ARCHIVE

Thousands of frames. One brand.

Every photo in this archive carries my signature. Thousands of frames, each one a deliberate choice — composition, light, timing. This is not a collection. This is a career.

档案中的每张照片都有我的签名。数千帧画面，每一帧都是深思熟虑的选择——构图、光线、时机。这不是一个合集。这是一段职业生涯。