Zhixing Marketing Visual GuidelinesBalancing practicality and excitement in typography

Identity and type design, 2020

Client: Zhixing
Type design: Mengxi Zhang
Character illustration: Shui
Team leader: Kai Li

Zhixing, an OTA (online travel agency) App affiliated with Trip.com, primarily caters to students and young professionals in China. To establish a cohesive identity in campaigns and enhance brand recognition, we developed unified visual guidelines for Zhixing App.




Type Design
(Executed by Mengxi and directed by Likai) ChallengeWe need a unified typeface for campaign titles within Zhixing app. This typeface must align with Zhixing's brand traits of practicality and reliability. Additionally, it should evoke a strong promotional appeal to drive customer engagement.ResearchI conducted the research on various handwritten fonts used in supermarket promotional posters, aiming to capture and reference the promotional sense they convey.





Solution

Through collaborative discussions and iterative improvements, I designed a custom font named “Zhixing Title Type”, which features a condensed form and curved stroke transitions.



Character Design
(Executed by Shui and directed by Likai)To create a unified brand atmosphere, we designed six characters for campaigns, tailored to Zhixing's demographic. These youthful characters had diverse personalities and wore branding elements on their attire. I contributed to the initial demos during group discussions, while Shui and Li Kai finalized the character illustrations.



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