While working in the Visual Communication Group at UAL CSSA, I effectively designed multiple visuals for WeChat blogs and assisted in the visual design of exhibitions.

I founded Crazy Peach to reshape how we engage with art and design, turning theoretical and speculative concepts into engaging narratives for a youthful audience. Initially launched as a blog and forum in China, I've steered its evolution into a global community platform that amplifies the voices of modern artists.Creating Crazy Peach involved more than crafting its visual identity; it required building a business structure attuned to our audience's unique needs. Leveraging my extensive network and a deep understanding of business dynamics, I've developed a brand that stands out for its innovative approach to art and design.Managing Crazy Peach underscores my comprehensive skills in planning, coordination, research, and marketing, essential for growing a brand from concept to community cornerstone. Adapting to different cultural contexts has been crucial, especially as we expanded into the UK market. Recognizing the need to shift from app-based engagement in China to establishing a website in the West, I've navigated these changes by integrating cultural nuances into our brand identity.This role has not only deepened my operational and strategic management skills but also enhanced my ability to forge meaningful connections across diverse cultural landscapes, driven by a design philosophy that emphasizes cultural context.

Designed the brand visual identity for Chill Improv and maintained an ongoing collaboration.This collaboration marked the start of an incredible transformation, propelling Chill Improv to become a nationally recognized improv label, now affiliated with Shanghai Xiaoguo Culture Media Co., Ltd., renowned for its influential variety shows in China.The brand’s identity is highlighted by two distinctive graphical symbols: an image of an innocent child with a subtly mischievous laugh, and a bespoke hand gesture blending eights and tens, signifying "chill" in the Sichuan dialect. These elements, which I introduced, have become iconic within the brand's visual language and are a testament to its unique identity.The visual identity I developed for Chill Improv is not only youthful and lively but also a major contributor to the group's significant growth and national recognition. Four years on, this identity continues to underpin Chill Improv's success and appeal across China.This project underscores my design philosophy: effective design requires in-depth research into the brand’s core values and an intimate understanding of its cultural context. I focus on creating a visual narrative that connects the brand with its audience, acting as a catalyst for engagement and understanding.

• Transformed the brand’s visual identity by creating striking marketing materials, store layouts, and visual merchandising displays that captivated customers and elevated the brand’s market presence.• Revolutionized store design with innovative layouts that optimized customer flow and enhanced the shopping experience, resulting in increased foot traffic and sales.• Launched visually compelling promotional campaigns and in-store displays that garnered significant attention and boosted brand recognition.• Championed new design initiatives by collaborating closely with the Operations Manager and marketing manager, leading to the successful implementation of fresh and impactful visual concepts.

Organized and showcased my work in the solo exhibition "Planet V-0001" at Toku Gallery. It showcased my years engaged in speculative design, introduced by Anthony Dunne and Fiona Raby, have infused my practice with a critical and conceptual perspective.In this project, I proposed a question, "Could humans, propelled by their desires, eventually modify entire planets just for amusement?"This project imagines a future where outer planets are transformed into luxurious tourist destinations. It critiques modern masculinity, technological progress, and the ongoing hedonistic impulses in human nature. The planet is depicted as colorful but barren and lifeless, The spaceship designed to resemble male genital. They form a narrative of human ongoing pursuit of pleasure, neglect the barreness surrounding, cruising on what can be seen as a metaphorical patriarchal 'spaceship’In this project, I managed all visual elements of the exhibition, including posters, wallpapers, 3D animations, and promotional videos. This experience enhanced my organizational skills, allowing me to effectively manage time and multitask under pressure.

"Lychee Culture and Creativity," a brand under Jiangsu Broadcasting Corporation, spearheaded an ambitious project involving the complete design and planning of a Craft Bazaar to enhance local cultural visibility and market local artistic talents. Inspired by the steampunk aesthetic, the design concept symbolized the local culture's progressive ascent and forward momentum, embodying aspirations for a brighter future.As the Project Lead, I directed a team of three through all phases, from initial design concepts to coordination with upstream factories and suppliers, and finally to on-ground execution with construction teams. Despite the conservative design mandated by the government, the project showcased our team's exceptional ability to adapt creatively within strict guidelines. My role involved intricate project management, negotiating with multiple stakeholders, and ensuring seamless integration of all elements under pressing deadlines.The art fair successfully brought together local cultural and creative sellers, providing them a platform to showcase and sell their works, thereby stimulating the local cultural economy. The project, though not overtly visually striking due to its conservative approach, was a testament to our team's excellent coordination and management skills, demonstrating our capability to deliver complex projects efficiently.

- At Tohsi Industrial Design, I further enhanced my skills in branding and graphic design, gaining expertise in selecting appropriate printing, packaging materials, and broadening my expertise in 3D animation and UI design.Key Responsibilities: - Created comprehensive brand identities, including logos, color palettes, and supportinggraphics.- Ensured brand identities are aligned with core values and effectively connected with targetaudiences.- Utilized grid systems to design logos, maintaining consistency and rigour. Different grid formsrepresented different brand cores, ensuring each brand had a unique yet cohesive identity.- Connected with multiple factories to ensure the quality and consistency of branded products.- A notable project was brand identity of [D9 Block](http://www.to-hsi.com/index/index/case_detail/id/65), the former Nanjing Cigarette Factory, which we transformed it into a cultural and creative commercial district. Extensive research and brainstorming led to my proposal of using line angles to represent the area's age where I conducted extensive research and brainstorming sessions. We incorporated cultural elements like smoke (reflecting the site's history) and Yin-Yang (symbolizing multicultural exchange), to create a brand identity that balanced historical and contemporary elements.

In my role as a Graphic Designer at Toku Gallery, I significantly contributed to the gallery's visibility and visitor engagement during a pivotal growth phase. My achievements include:- Organizational Skills: Developed strong organizational skills, learning to juggle multiple projects simultaneously.- Poster Design: Mastered the grid, significantly improving the efficiency and quality of poster designs. Tailored designs to event characteristics (e.g., fun and creative for ["Toku Gallery x Hangzhou Art Book Fair"](https://www.instagram.com/p/CAZo2OPHELY/?igsh=MXU0bTNsdDlndG15NA==) rigorous for [Forum Event "Blank Leaving"](https://glendonxu.cargo.site/forum-event-blank-leaving)). Collaborating with artists on poster designs often involves numerous restrictions. It's crucial to convey the artist's questions and ideas through the design without altering them. This constraint has honed my ability to work within limitations and communicate messages visually, even when traditional design techniques that typically enhance a poster's appeal may not be applicable.- Enhanced Visitor Experience: Designed engaging visuals for art fair displays, forum and other events, which notably increased visitor interaction and enriched the overall aesthetic experience.- Video Production: Advanced my video editing skills, producing high-quality videos using an iPhone due to budget constraints. Learned to utilize various editing transitions to create engaging content.- Support during Covid-19: When the pandemic halted physical exhibitions, I pivoted to enhance our digital presence, initiating the sale of cultural peripherals to sustain the gallery financially and maintain engagement. All the videos we produced were shot on my iPhone, demonstrating my ability to create quality content with a minimal budget.- Continued Collaboration: Continued freelance work for Toku Gallery after moving on, reflecting ongoing trust in my design capabilities.