CONTENT & WORK
Start with a question.
Connect industries, capabilities and projects.
Explore our experience by industry, find an approach to your challenge, and see how design takes shape in practice.
200 Pages
WORK / 100 Pages
Work
Projects, Applications & Further Reading
Bank of China Visual Identity Upgrade
Project Work & Applications
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Quanjude Group
Project Work & Applications
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National Stadium (Bird’s Nest) Souvenir Brand Identity
Project Work & Applications
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China Science and Technology Museum
Project Work & Applications
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Vision & Innovation Program | Urban Innovation Initiative Logo Design
Project Work & Applications
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The Palace Museum
Project Work & Applications
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China National Archives of Publications and Culture
Project Work & Applications
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Beijing Science Center Wayfinding System Planning and Design
Project Work & Applications
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WORLD EXPO MUSEUM | Logo Design
Project Work & Applications
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Shanghai World Expo
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National Aquatics Center Brochure
Project Work & Applications
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Human organ donation in China
Project Work & Applications
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Merck Serono
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POSCO China
Project Work & Applications
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accenture
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Poly Group
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Sinochem Group
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Wandashan liquor series packaging
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dynasty wine
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Tong Ren Tang Brand Identity
Project Work & Applications
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Oriental Yuhong Wayfinding Design
Project Work & Applications
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China Broadcasting and Television (CBN) brand logo design
Project Work & Applications
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Anbang Insurance Group
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Sugar-free Jiyouluo｜Brand logo design
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Mercedes Benz Chrysler
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CYBERBAY | China Data Bay Logo Design
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e-ICBC digital financial brand logo design
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Huatai Insurance
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Sunshine 100
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china daily
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Baixin Bank
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Imitation meal
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Fengzeyuan
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China Quanlude Brand Logo
Project Work & Applications
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Great Wall Broadband
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Jin Mao Hui
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Xiamen Huadian
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Ruige Hot Spring Hotel
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Hanwang Technology Brand Identity System
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Travelax brand logo design instructions
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Suning Appliance
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XBO designs brand logo for medical system
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NILE | Car seat brand logo design
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China Broadcasting Network Brand Identity
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Tahoe Group
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Fengguang Industrial
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BURBERRY
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moisturize beauty
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Palandri
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Abalone Prince - Grain Series Packaging
Project Work & Applications
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Pantene
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Versace Bright Crystal frosted bottle packaging
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Jacob’s Creek
Project Work & Applications
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LANCOME
Project Work & Applications
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HENNESSY
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PURECELL Premium Anti-Aging Skincare Packaging
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Versace Bright Crystal Bottle Packaging
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Tong Ren Tang Packaging Design
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Yibeixian “Fresh Walnut Breeze” Range Packaging
Project Work & Applications
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CHANDO
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Rosenroc
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CHIANTI Tuscan Wine
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CHIANTI Wine Packaging
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Bubble Mart Brand Manual
Project Work & Applications
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Moutai brand brochure
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National Art Museum of China brand brochure
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Sunac brand brochure
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National Geographic brand brochure
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Sanlian Bookstore Brand Manual
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Forbidden City brand brochure
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Vanke brand brochure
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Xiaomi brand brochure
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NIO Brand Brochure
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Tsinghua University Brand Guidelines
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Alibaba brand brochure
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Introduction to album design｜China’s pharmaceutical brand vision and album system
Project Work & Applications
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People's Liberation Army General Hospital Brand Brochure
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Panasonic
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Panasonic
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Mijia
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Haier
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Beloved store
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Lenovo Retail Design
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Sima
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Promance
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Panasonic City Showroom Wayfinding
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Tianhe Culture Co., Ltd.
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Dingyuan
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Oz
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Suning
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iQiyi
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Shaolin Wellness Club
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Design-Driven IMC
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Bilibili
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Pinduoduo
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Didi Enterprise Edition
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Kuaishou store
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JD Health
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Alibaba Cloud
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NetEase Cloud
Project Work & Applications
Read MoreINDUSTRIES / 24 Pages
Industry topics
Find relevant challenges and projects in your industry
Artificial Intelligence
Making technology understood, products distinctive and applications clear
Read MoreTechnology & Communications
Communicating complex products and diverse businesses
Read MoreHealthcare & Life Sciences
Specialist information and service experiences
Read MoreFinance & Insurance
Institutional identity and communication across channels
Read MoreAutomotive & Mobility
Corporate brands, vehicle brands and user experiences
Read MoreFood & Beverage
Product ranges, packaging and purchase occasions
Read MoreTravel & Hospitality
Destination identity and connected service experiences
Read MoreReal Estate & Commercial Spaces
Project identity, spatial information and operational communications
Read MoreEducation & Research
Institutional identity and knowledge sharing
Read MoreCulture & Media
Cultural content and brand communications
Read MoreIndustry & Manufacturing
Communicating product capabilities and corporate value
Read MoreEnergy & Chemicals
Corporate communications and product portfolios
Read MoreTransport & Logistics
Wayfinding information and business services
Read MoreConsumer Goods & Lifestyle
Product identity in everyday life
Read MoreRetail & E-commerce
Customer decision journeys and experiences across channels
Read MoreAgriculture
Communicating provenance, products and brands
Read MoreServices
Demonstrating expertise and helping clients choose a partner
Read MoreGovernment and Public Institutions
Public information and service touchpoints
Read MoreNonprofits & Social Impact
Organizational purpose and public engagement
Read MoreSports & Fitness
Brand applications for events and venues
Read MoreArchitecture & Engineering
Corporate brands and project environments
Read MoreEnvironment & Sustainability
Communicating complex issues and projects
Read MoreDiversified Conglomerates
Relationships between group, business and subsidiary brands
Read MoreCross-Industry Work
Shared methods across different contexts
Read MoreCAPABILITIES / 20 Pages
Capabilities
Our services, approach and work in practice
Brand Strategy
Services, methods and related projects
Read MoreBrand Positioning
Services, methods and related projects
Read MoreCorporate Culture
Services, methods and related projects
Read MoreCommunication Strategy
Services, methods and related projects
Read MoreAI Marketing
Services, methods and related projects
Read MoreAI-Generated Visuals
Services, methods and related projects
Read MoreAI-Generated Film & Video
Services, methods and related projects
Read MoreAIGC Industrial Design
Services, methods and related projects
Read MoreLogo and visual identity
Services, methods and related projects
Read MorePackaging Design
Services, methods and related projects
Read MorePublications
Services, methods and related projects
Read MoreProduct & Industrial Design
Services, methods and related projects
Read MoreCharacter & IP Design
Services, methods and related projects
Read MoreGift Design
Services, methods and related projects
Read MoreWebsite Interfaces
Services, methods and related projects
Read MoreInteractive Experiences
Services, methods and related projects
Read MoreWayfinding Systems
Services, methods and related projects
Read MoreRetail & Showroom Experiences
Services, methods and related projects
Read MoreCommunity & Service Experience
Services, methods and related projects
Read MoreDigital Marketing
Services, methods and related projects
Read MoreGUIDES / 36 Pages
Client Challenges
Find methods, resources and case studies for your specific challenge
How Established Brands Refresh Their Image
Identify the brand assets worth keeping, then decide what needs to evolve.
Read MoreHow New Ventures Build a Brand
Define how a new business should be recognized by understanding its role in the portfolio and how customers choose.
Read MoreAligning Group and Sub-Brands
Clarify each brand’s role to create a brand architecture that can grow.
Read MoreWhen Should You Reassess Your Brand Positioning?
As your business and customers change, reassess how well your brand promise reflects reality.
Read MoreHow Can Your Brand Stay Consistent Across Channels?
Connect physical spaces, digital experiences and communications through clear brand guidelines.
Read MoreHow should brands connect after a business integration?
Clarify how the businesses relate, then align naming, identity and communications.
Read MoreHow can a technology product communicate its value?
Frame technical capabilities around what customers need to accomplish, with a clear order for the information.
Read MoreHow should information be organized on packaging?
Give the brand, category, key benefits and specifications each a clear place.
Read MoreWhat brand materials does a new product launch need?
Build the initial set around explaining the product, presenting it across channels and prompting customer action.
Read MoreHow can a product range have a clear identity?
Help customers recognize both the parent brand and the differences between products.
Read MoreHow can product materials support sales conversations?
Organize information around the decisions customers make, giving sales teams a clear way to tell the story.
Read MoreHow can an established brand connect with new uses?
Build on existing brand assets to find tangible connections with contemporary life.
Read MoreHow can corporate culture shape everyday work?
Connect values to specific behaviors, moments of collaboration and management tools.
Read MoreHow can an annual report create a clear reading hierarchy?
Help readers move easily between the corporate story, business information and detailed data.
Read MoreHow should a company profile communicate its strengths?
Organize the facts around readers’ questions to build a credible corporate narrative.
Read MoreHow can employees use brand materials correctly?
Turn brand guidelines into practical tools that are easy to find and use.
Read MoreHow can corporate communications speak to different audiences?
Work from a shared set of company facts, adapting the content to the needs of employees, customers and partners.
Read MoreHow can corporate publications stay current?
Plan ownership of content and a flexible layout from the first edition.
Read MoreHow Enterprises Organize AI Content Production
Break content production into stages with clear owners, so AI-generated output becomes part of a usable workflow.
Read MoreHow Corporate Websites Connect to the Business
Structure the website around what users need to understand and do.
Read MoreKeeping Content Consistent Across Channels
Use a shared core message to support expression across different platforms.
Read MoreHow can AI-generated visuals retain a brand’s identity?
Apply brand principles throughout ideation, selection and final design.
Read MoreHow can interactive experiences support communication goals?
Define what participants should take from the experience before choosing how they interact.
Read MoreHow can a company build a reusable content library?
Organize assets around business needs, giving each new project a clear starting point.
Read MoreHow to Plan Campus Wayfinding
Build the information system around arriving, making turns and confirming one’s location.
Read MoreHow Showrooms Organize Visitor Routes
Let the sequence of spaces and the content narrative reinforce each other.
Read MoreConnecting Online Promises to On-site Service
Carry information from digital touchpoints through to the on-site arrival and service experience.
Read MoreHow should service information work in public spaces?
Help different users find their way, locate facilities and understand how to use them.
Read MoreHow can a retail space express a brand?
Connect product presentation, the decision process and service conversations.
Read MoreHow can a wayfinding system accommodate future changes?
Design updateable information separately from long-term physical elements.
Read MoreHow should an English-language annual report be designed?
Bring language, information hierarchy and layout together for international readers.
Read MoreHow should an international website organize its content?
Structure company and product information around the needs of visitors in target markets.
Read MoreHow can multilingual brand materials remain consistent?
Maintain shared brand assets while giving each language room to communicate naturally.
Read MoreHow can international customers understand a company’s story?
Turn company background into product and partnership information readers can evaluate.
Read MoreWhat brand materials does an international trade show need?
Create a set of materials for quick understanding, deeper conversations and follow-up contact.
Read MoreHow should a cross-market design project be delivered?
Give content, design, production and operations teams clear handoff standards.
Read MoreRESEARCH / 20 pages
Research & Perspectives
Observations on Content, Design and Use
Brand Expression Starts with the Customer's Choice
Positioning must reflect how customers actually compare products and services.
Read MorePreserving Brand Equity Through Renewal
Every update should identify which elements of the brand identity are worth building on.
Read MoreBrand architecture is also information design
Clear relationships help customers understand the group, its businesses and its products.
Read MoreA brand project brief needs clear priorities
Shared priorities keep strategy and design aligned throughout the project.
Read MoreAI Content Workflows Start with Organized Inputs
Clear assignments and reliable source materials are the foundation of content collaboration.
Read MoreContent Review Needs Clear Ownership
Fact-checking and brand judgment need distinct owners.
Read MoreAI-generated visuals still require design judgment
Only in a real layout can an image be judged fit for purpose.
Read MoreContent feedback should inform the next brief
Turn observations from each channel into actionable content changes.
Read MoreComplex information needs a reading order
With a clear hierarchy, charts and text can explain the subject together.
Read MoreVisual guidelines need room for application
Consistent principles can accommodate different contexts.
Read MoreAnnual report design requires text and data to work together
Editors, data teams and designers should work from the same content structure.
Read MoreDeliverables should support ongoing maintenance
A design’s usefulness extends to the next update.
Read MoreWayfinding Happens at Key Points Along the Path
Arrival, turns and location confirmation each call for a different level of information.
Read MoreService Handoffs Need a Shared Information Language
Digital content, on-site signage and staff guidance should work together.
Read MoreExhibition content should follow the visitor’s pace
Space, graphics and interpretation need a shared narrative structure.
Read MoreInformation in retail spaces needs a hierarchy too
Brand expression, product comparison and service guidance each have a distinct role.
Read MoreCross-language communication requires content and design to evolve together
The reading patterns of different languages should be considered throughout the design process.
Read MoreInternational brand materials need to provide context
Give local readers what they need to assess the company, its products and ways of working together.
Read MoreInterdisciplinary teams need a shared record of decisions
Connect the work of different specialists around a common goal.
Read MoreProject reviews should capture reusable learning
Record the challenges, decisions and feedback from use as a resource for the next project.
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CONTINUE READING Further Reading
Find your next step, starting with the question at hand.
When you get in touch about a project, it helps to share your business context, existing materials, primary use scenarios and the problems you want to solve. We'll use this to discuss scope and how we might work together.
Communicate project requirements ↗Website design notes
Website design, from brief to maintenance
Practical guidance for planning, design, delivery and content ownership.
Choosing a corporate website design partner
Compare partners against a shared brief, a real content sample and an explicit delivery scope. A homepage concept alone provides limited evidence of a team's suitability.
Read article ↗Audit the website before redesigning it
Separate visual issues from content, navigation and maintenance problems. Turn the findings into a prioritized redesign and migration plan.
Read article ↗Organizing products and industries on a B2B website
Build relationships around buyer questions. Product, industry, solution and case pages should each have a distinct job.
Read article ↗A consistent visual system for the brand website
Connect brand assets, typography, imagery and reusable components. Judge the system across real pages and content conditions.
Read article ↗Governing content on a bilingual website
Share verified facts across languages while assigning ownership for terminology, regional differences and the final published pages.
Read article ↗Helping overseas buyers make a useful inquiry
Connect product suitability, verifiable information, a practical inquiry form and an internal response process. Measure outcomes after launch.
Read article ↗Understanding website design cost and scope
Compare template types, content work, interaction complexity and implementation responsibilities before comparing total prices.
Read article ↗What to accept at website design handover
Distinguish design approval, implementation review and launch checks. Use real content, component states and business tasks as acceptance evidence.
Read article ↗Can visitors complete key tasks on mobile?
Review responsive behaviour through navigation, reading, product data and form tasks. A narrower desktop layout is only a starting point.
Read article ↗Preparing website content for search and AI understanding
Answer real business questions with clear scope, verifiable facts and useful links. Keyword counts do not demonstrate rankings or business results.
Read article ↗Delivering strong imagery with a usable loading experience
Plan image purpose, crops and delivery together. Verify visual quality and performance on actual pages under recorded conditions.
Read article ↗Who maintains the website after launch?
Assign ownership of facts, pages and documents. A practical review and update process keeps the site useful beyond launch.
Read article ↗
RESEARCH & PERSPECTIVES
AI, Brands and Future Experiences
Independent perspectives on brand, content and digital experience, inspired by public industry discussions.
- How can businesses assess whether an AI content workflow truly saves time?Compare the effort and rework across the entire process while also tracking accuracy, publication quality, and customers' success in completing their tasks.Read article ↗
- What materials should a business prepare before starting an AI marketing project?Prepare clear business objectives, verified facts, available assets and access rules before moving into content generation and testing.Read article ↗
- How can businesses use customer feedback to improve AI content?Turn real issues into verifiable content improvements, distinguishing individual comments, recurring patterns, and confirmed facts.Read article ↗
- How can businesses establish human review checkpoints for AI marketing?Assign review responsibilities based on content risk, factual sources, and publication impact, and document revisions and approvals.Read article ↗
- From content creation to publication, how can businesses build a trustworthy AI workflow?Define source materials, generation limits, human review, publishing permissions, and responsibility for updates so the entire content process is traceable.Read article ↗
- How should businesses correct errors in AI-generated content?First contain the spread of the error, then verify the facts and assess the impact, correct all copies, and document the review results.Read article ↗