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)

Challenge

We 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.

Research

I 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.

Info

mengxi4517@gmail.com
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