Hello，我是一名设计师与策略人，常驻纽约与北京。做品牌之前，我是艺术创作者。做品牌之后，我是讲故事的人。

我在设计与营销的世界里游走多年，创造、策划、视觉化、优化，并连接人与品牌。
Hello, I'm a designer and strategist based in New York and Beijing.
Before branding, I was an artist. After branding, I became a storyteller.

I've spent years navigating the worlds of design and marketing—creating, strategizing, visualizing, optimizing, and connecting people with brands.

项目介绍
Project Introduction

🏝️

Other Islands Book Fair

Project 001 01/2025

材料:
多样

尺寸:
适用于社交媒体、海报、导视等多种尺寸

Materials:
Diverse and versatile

Sizes:
Adaptable to various formats including social media, posters, signage, and more

“Other Islands” 是为 2025 年书展设计的视觉识别系统。设计灵感来源于“岛屿”这一意象——它们彼此分散，却又存在着某种隐秘的联系，象征了书展中不同声音和内容的多样性与共存。

整个视觉系统使用了鲜明的几何图形、强烈的色彩对比和具有动感的排版，构建出一个充满活力、富有探索感的视觉语言。每一个图形元素都像是一座独立的“思想岛屿”，引导观众进入不同的叙事世界。

“Other Islands” is a visual identity system designed for the 2025 Book Fair. The concept draws inspiration from the imagery of islands—scattered yet subtly connected—symbolizing the diversity and coexistence of voices and narratives within the fair.

The entire system employs bold geometric forms, striking color contrasts, and dynamic typography to create a vibrant and exploratory visual language. Each graphic element acts as an independent “island of thought,” inviting the audience to journey into different narrative worlds.

📒

探路者2025冬季手帐

TOREAD 2025 Winter Journal

Project 002 10/2024

材料:
彩色打印，毛毡

尺寸:
A6（展开）

Materials:
Color printing, felt cover

Size:
A6 (when unfolded)

继 2024 秋季款后，探路者推出了 2025 冬季款，以南极与北极为主题。手帐不仅记录日常，更承载了探索未知的精神。本次设计融入极地环境的独特视觉元素，包括冰川、极光、企鹅、北极熊等象征性图像，并采用适合冬季书写的特种纸张。全新内容板块涵盖极地探险故事、极夜与极昼记录空间，以及专属的旅行计划模块，让用户在书写中感受极地的神秘与壮丽。

Following the 2024 Fall Edition, TOREAD presents the 2025 Winter Edition, themed around the Arctic and Antarctic. More than just a journal, it embodies the spirit of exploration and the pursuit of the unknown.

This edition features distinctive visual elements inspired by polar landscapes—glaciers, auroras, penguins, and polar bears—integrated into the design. It also uses specialty paper tailored for smooth winter writing.

New sections include polar expedition stories, dedicated pages for recording polar night and day experiences, and a customized travel planning module. Through writing, users are invited to immerse themselves in the mystery and grandeur of the polar regions.

📚

鲁宾博物馆立体书指南

Rubin Museum Pop-up Book Guide

Project 003 05/2024

材料:
帆布、卡纸、折叠结构

尺寸:
B5（展开）

Materials:
Canvas, cardstock, folding structure

Size:
B5 (when unfolded)

在参观 MET 的“龙年庆典”特展时，我和我同学Manni发现许多观众对新的文化感兴趣，但缺乏背景知识，而展览的标签信息对于初学者而言过于学术化。为了解决这个问题，我们为专注于喜马拉雅艺术的 Rubin Museum （鲁宾博物馆）设计了一本立体书指南，帮助完全陌生的成人观众以直观、有趣的方式理解基本信息并更好地接受这门艺术。最终，许多读者表示立体书提升了他们对喜马拉雅艺术的兴趣，博物馆工作人员也对我们的作品给予了积极反馈，并希望获取数字版本。

During our visit to the “Year of the Dragon” special exhibition at the MET, my classmate Manni and I noticed that many visitors were curious about unfamiliar cultures but lacked the background knowledge to fully engage. The exhibition labels, while informative, were often too academic for beginners.

To address this, we designed a pop-up book guide for the Rubin Museum, which specializes in Himalayan art. The guide helps adult visitors—especially those new to the subject—grasp key concepts in a more intuitive and engaging way. In the end, many readers said the pop-up book sparked their interest in Himalayan art, and museum staff responded positively, even expressing interest in a digital version of the guide.

📷

消费景观影像

Spectacle of Consumption

Project 004 11/2022

材料:
数字视频、Emoji 元素、动态图像、音效

尺寸:
1920*1080px

Materials:
Digital video, Emoji elements, motion graphics, sound effects

Dimensions:
1920×1080 px

在这个项目中，我借鉴了居伊·德波（Guy Debord）的《景观社会》，探讨资本家、平台、主播和消费者在构建消费景观中的角色。

我制作了一部视频作品，通过快节奏的背景音乐和音效，结合Emoji元素营造轻松氛围，同时对消费主义进行讽刺。视频围绕“景观的存在掩盖了社会的真实存在”这一核心概念展开，引导观众思考如何摆脱消费主义的无限循环。

In this project, I draw inspiration from Guy Debord’s The Society of the Spectacle to explore the roles of capitalists, platforms, streamers, and consumers in constructing the spectacle of consumption.

I created a video work that uses fast-paced background music, sound effects, and Emoji elements to build a lighthearted atmosphere—while satirizing consumerism. Centered around the core idea that “the existence of the spectacle obscures the real conditions of society,” the video invites viewers to reflect on how we might break free from the endless cycle of consumption.

💃

i was but i am not anymore

Project 005 05/2025

材料:
艺术纸、艺术微喷

尺寸:
4*6寸（单页）

Materials:
Art paper, fine art inkjet printing

Size:
4 × 6 inches (single page)

这个项目讲述了我作为一名美食博主的真实经历。从最初的兴奋和希望，到中途与业绩、压力和自我怀疑的挣扎，最终释怀并找到平静。
我的书是一段个人旅程，一段沉浸式、荒诞的叙事之旅，揭示了社交媒体如何制造幻象、操纵感知、模糊现实。它不仅仅关乎互联网——它关乎每个人在失控时刻的挣扎与重生。

This project tells the true story of my journey as a food blogger—from the initial excitement and hope, to the mid-way struggles with performance pressure and self-doubt, and finally, to a place of release and inner peace.

The book is a personal journey—an immersive, absurd narrative that reveals how social media creates illusions, manipulates perception, and blurs reality. But it’s not just about the internet—it’s about the universal struggle and rebirth we all face in moments when life feels out of control.

🗺️

新后海计划

New-Houhai Project

Project 006 06/2022

材料:
彩色打印，硫酸纸，数字文件

尺寸:
多规格

Materials:
Color printing, tracing paper (vellum), digital files

Sizes:
Multiple formats

我为北京后海（一座拥有 700 年历史的著名湖泊）开发了一项视觉优化项目，以改善在此生活、游玩和旅行的不同人群的体验。

目标是为这三类主要人群提供更清晰的指引和更合适的活动路线，提升整体体验，使社区更和谐、友好。为此，我运用了多种设计方法，包括海报、宣传册、地图、APP 界面、票券和周边产品，帮助公众了解当代后海，同时保护其文化遗产。

I developed a visual optimization project for Houhai in Beijing—a famous lake with over 700 years of history—to enhance the experience of residents, visitors, and travelers alike.

The goal was to provide clearer guidance and more suitable activity routes for these three key groups, improving the overall experience and fostering a more harmonious and welcoming community. To achieve this, I applied a range of design strategies, including posters, brochures, maps, app interfaces, tickets, and merchandise, to help the public engage with contemporary Houhai while preserving its cultural heritage.

🏫

秦皇岛特教育学校视觉系统升级

Visual Identity Upgrade for Qinhuangdao Special Education School

Project 007 01/2022

材料:
帆布，亚克力板，特殊纸张

尺寸:
多规格

Materials:
Canvas, acrylic board, specialty paper

Sizes:
Multiple formats

特殊教育是当代社会的重要议题，我的项目旨在通过视觉传播改善特殊教育，并带来积极影响。为此，我构建了一个理论框架，设计了一种专门的思维导图及相应材料，帮助特殊儿童进行填充与表达。

基于这一框架，我制作了一本用户手册和一款互动卡牌游戏。该游戏在课堂中进行了测试，结果表明，它能够有效提升特殊儿童的感知、表达、沟通能力，并增强他们面对社会的自信。这一实验验证了理论的可行性与实践价值。

Special education is a vital issue in contemporary society. My project aims to improve special education through visual communication and create a positive impact.

To achieve this, I developed a theoretical framework and designed a specialized mind map along with supporting materials to help children with special needs express themselves through filling and visualization.

Based on this framework, I created a user manual and an interactive card game. The game was tested in classroom settings and proved effective in enhancing perception, expression, and communication skills among children with special needs, while also boosting their confidence in facing the outside world. This experiment validated both the feasibility and practical value of the approach.

🤔

标点符号带我去哪里？

Where Do Punctuation Marks Take Me?

Project 008 04/2025

材料:
相纸

尺寸:
11*17inch

Materials:
Photo paper

Size:
11 × 17 inches

这是一个由标点符号引导的视觉漫步。

我们设定了规则：每种标点符号代表一个方向。带着布鲁克林植物园的手册，我们根据园区介绍文字中的标点来决定行走路径——每个单词代表一米，每个标点触发一次转向。这场没有语言、只有符号的旅程，让我们拍下沿途的视觉元素。回来后，我们用模糊、裁切、留白等方式处理照片，尝试表达“语言缺失”下的视觉感知。

最终，我们将这些碎片整理成册，记录一次由标点驱动的随机探索。

This is a visual stroll guided by punctuation marks.

We set a simple rule: each type of punctuation represents a direction. With the Brooklyn Botanic Garden guidebook in hand, we used the punctuation in its descriptive texts to determine our walking path—each word equaled one meter, and each punctuation mark triggered a directional change. On this journey devoid of language and led only by symbols, we documented the visual elements encountered along the way.

After returning, we processed the photos using techniques like blurring, cropping, and intentional blank space to express a state of visual perception in the absence of language.

In the end, we compiled these fragmented moments into a book—a record of a random exploration driven entirely by punctuation.

🌍

Love in Atopia

Project 009 08/2022

材料:
3d建模，声音可视化

尺寸:
1920*1080px

Materials:
3D modeling, sound visualization

Size:
1920 × 1080 px

这关于未来智能、爱情及其演变的互动项目。我在其中探讨了人类与人工智能之间的情感，以及人们如何在虚拟乌托邦中维系情感联系。

在这个项目中，我运用声音可视化来记录逻辑活动，并通过抽象风格的视觉拼贴打造一块“爱情记忆板”。此外，我构建了一个虚拟空间，让用户可以与 AI 进行虚拟约会。在这个乌托邦中，人与机器之间的界限被打破，人们不再畏惧智能体，而是共同探索人与 AI 之间的关系。

This is an interactive project about the future of intelligence, love, and their evolving forms. It explores the emotional dynamics between humans and artificial intelligence, and how people maintain emotional connections within a virtual utopia.

In this project, I use sound visualization to record logical interactions, and create an abstract visual collage—a “Memory Board of Love.” I also built a virtual space where users can go on simulated dates with an AI. Within this utopian world, the boundaries between humans and machines are blurred. Rather than fearing intelligent agents, people are invited to co-explore the evolving relationship between humanity and AI.

📦

Whisper 香水包装

Whisper Perfume Packaging

Project 010 05/2023

材料:
帆布，卡纸，3D建模

尺寸:
多规格

Materials:
Canvas, cardstock, 3D modeling

Sizes:
Multiple formats

Whisper 主要面向 35-55 岁的女性。这一年龄段的女性往往在家庭和事业之间奔波，承担着重要角色，却常常忽略自我关爱。因此，Whisper 希望通过香气帮助她们放松身心，提升自我价值感。

极简风格：整体包装保持简约设计，采用无衬线字体，强调现代感与高级感。

标志设计：将瓶盖与字母 "W" 结合，形成品牌的核心视觉记忆点，提高识别度。

包装呈现：从外盒、购物袋到广告展示，都围绕品牌核心理念展开，营造优雅、宁静的氛围。

Whisper is designed for women aged 35–55—a group often balancing careers and family responsibilities, playing vital roles in others’ lives while frequently neglecting their own self-care. Whisper aims to offer a moment of calm through fragrance, helping women relax and reconnect with their sense of self-worth.

Minimalist Aesthetic:
The overall packaging embraces a clean, understated design using sans-serif typography to evoke a sense of modernity and sophistication.

Logo Design:
The bottle cap is integrated with the letter “W” to form a distinctive visual mark, reinforcing brand recognition.

Packaging Presentation:
From the outer box and shopping bag to advertising displays, all touchpoints reflect the brand’s core philosophy—creating an atmosphere of elegance and serenity.

💽

告五人乐队磁带专辑

Accusefive Cassette Album

Project 011 04/2022

材料:
磁带，特殊纸张

尺寸:
12*24 mm

Materials:
Cassette tape, specialty paper

Size:
12 × 24 mm

这本手工书的设计灵感来源于告五人乐队的专辑，以磁带盒作为封装方式，结合手工装订与创意排版，让专辑内容以书籍的形式呈现。内页设计呼应专辑的主题，采用了多种字体排布、图像嵌入，加入了动态翻页的视觉引导，让阅读过程更具沉浸感。

This handmade book is inspired by Accusefive’s album, using a cassette tape case as its outer packaging. Combining hand-binding techniques with creative layout design, the project reimagines the album content in the form of a book.

The interior design echoes the themes of the album through a mix of typography, embedded imagery, and visual cues that guide the reader through each page. Dynamic page-turning effects enhance the sense of immersion, transforming the act of reading into an emotional and sensory journey.

💻

标志设计 Logo

Logo Design

Project 012 2020至今-Present

这一合集展示了我在不同项目中的标志设计，涵盖品牌视觉、实验性符号、互动概念等多个方向。每个 Logo 都结合了独特的设计理念与视觉语言，以适应不同的应用场景和传播需求。

This collection showcases my logo designs across a range of projects, spanning brand identity, experimental symbols, and interactive concepts. Each logo reflects a unique design philosophy and visual language, tailored to suit various contexts and communication needs.

© Yuki Bai

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柏雪 — Yuki ;) 视觉 Visual 平面设计师 Graphic Designer

小红书

柏雪 — Yuki ;)
视觉 Visual
平面设计师 Graphic Designer