Shunyi Municipal Service Partner-Pony e

Pony e, an IP character created for the Beijing Shunyi Municipal Holding Group, aims to break away from the rigid and serious stereotype of municipal services. The anthropomorphic pony is rounded and stout, with an e-shaped headpiece highlighting its digital nature. It is dressed in a signature deep blue uniform, firmly rooted in its municipal identity. Color-coded sleeves—blue for water supply, orange for gas supply, and green for heating and sustainable development—transform complex business sectors into simple visual cues, allowing citizens to instantly identify specific service types through color alone.
Building upon this IP character, the design establishes a comprehensive derivative ecosystem that spans the 24 Solar Terms, holiday posters, and emojis, bringing the presence of the municipal brand into high-frequency digital interactions and everyday life. Speaking a universal visual language that appeals to all age groups, this cartoon pony significantly lowers the barrier to public information dissemination, naturally weaving the brand into the daily digital and cultural routines of citizens. In this way, public services become more approachable. By making the invisible backbone of infrastructure feel warm and tangible, the design bridges the gap between the institution and the people it serves, transforming the municipal brand from a distant administrative entity into a trusted companion in everyday life.