Behind the Design: Known by Few
A Lunar New Year Collaboration with Oddjobs
Every year, Lunar New Year gives us a moment to pause and reflect on what we want to carry forward — not just culturally, but as a brand and as people. Last year’s Madam Snake, inspired by Lady Bai, became the starting point of a tradition we didn’t fully realize we were creating at the time. This year, we wanted to continue that story in a way that felt just as intentional, just as personal.
Enter 千里馬 (Qiān Lǐ Mǎ) — the Thousand-Li Horse.
In Chinese legend, the Qianlima is a rare horse capable of traveling immense distances, a symbol of extraordinary potential. But the story isn’t really about the horse. It’s about recognition. A Qianlima can exist in the world and still be overlooked if no one has the insight to see what it truly is. The lesson is simple and powerful: greatness is often known by few.
That idea resonated deeply with how we operate at UrbanCred.
We’re constantly searching — for brands, collaborators, teammates, and ideas that aren’t always obvious at first glance. We look past surface-level signals and try to understand what someone really offers, what they care about, and how they think. Whether we’re working with a partner like Oddjobs, bringing in a new voice, or deciding what belongs in our space, we’re always asking: Is there something rare here that others might miss?
This patch became a reflection of that philosophy.
Making It Happen (Fast)
This year’s release almost didn’t happen.
In the middle of planning, we suddenly had to deal with a last-minute move — the kind of logistical scramble that pulls your attention in every direction. But tradition matters to us, and we didn’t want to skip a year. So this project became a bit of a sprint. Late messages. Tight timelines. A lot of “we’ll figure it out.”
We searched and found an artist who tried to maintain continuity with last year’s visual language while still introducing something new. Keeping that balance — evolution without losing identity — took more iteration than expected. The center figure changed multiple times before we landed on the version that felt right. Each revision asked the same question: Does this still feel like part of the same story?
The Meaning Behind the Motion
The surrounding cloud forms were one of the most discussed elements during development.
On one level, they represent motion — the speed of the Thousand-Li Horse cutting through distance. But we also began to see them differently as the design evolved. Clouds can obscure. They can blur what’s in front of us. They can represent the surface-level impressions that prevent us from truly seeing someone or something clearly.
That dual meaning felt right.
The clouds became a reminder that it’s easy to judge quickly, to see only outlines, to miss depth. But if you look beyond that haze, you might find something rare. That’s the essence of the Qianlima — and the mindset we try to bring into our work and relationships.
Two Colorways, One Story
The patch is produced as a 2" × 3" metal format, offered in two colorways:
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Black — grounded, everyday, the core expression of the design.
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Red — tied to the Lunar New Year, more limited, carrying the celebratory spirit of the occasion.
Both represent the same idea: recognition over noise, substance over surface.
Why We Do This
Projects like this aren’t just products to us. They’re markers of where we are at a moment in time — what we’re learning, what we value, and how we want to move forward. This year’s collaboration with Oddjobs wasn’t about making something flashy. It was about continuing a conversation that started last year and carrying it further.
The Thousand-Li Horse reminds us that the rarest things aren’t always loud. Sometimes they’re steady. Sometimes they require patience. Sometimes they only reveal themselves when you’re willing to look closer.
And when you find them, you hold onto them.
Because they are, quite literally, known by few.
