Xiaohongshu Brand Visual Design

I. Mid-Autumn Campaign

Key Visual by Xiaohongshu REDesign

-Statement-

This project presents the visual design work for Xiaohongshu’s S-tier Mid-Autumn campaign “100 Forms of the Moon.” I joined the project in September 2025, contributing to early-stage planning and visual requirement development, and was responsible for designing and extending selected key visual assets beyond the main key visual.

Building upon the existing key visual, visual elements were systematically deconstructed and reinterpreted to create a cohesive visual language. The design was applied across various online and offline touchpoints, including event signage, floor graphics, posters, and campaign merchandise (such as sleep masks and wearable items), achieving a seamless transition from concept to real-world implementation while maintaining visual consistency throughout.

本项目为小红书 S 级中秋活动「月亮的100种形态」中的视觉设计工作。本人于 2025 年 9 月参与该项目，参与活动前期策划及视觉需求梳理，并负责部分核心视觉内容的设计与延展（除主视觉 Key Visual 外）。

在既有主视觉的基础上，围绕品牌调性与活动主题，对视觉元素进行系统化拆解与重构，并应用于多类线上与线下场景中，包括活动板、地贴、海报以及系列活动周边（如眼罩、背带等），实现从视觉方案到实际落地的完整转化，确保整体视觉体验的统一性与延续性。

-Merchandise Design-

Coaster Design 杯垫设计

This set of coasters combines the “Captain” motif with the moon, developed in four variations. Distributed internally, with one set provided to each Xiaohongshu employee.

此套杯垫以“行政薯”与月亮元素相结合进行设计，共四款，作为活动周边在小红书内部发放，小红书全体员工人手一款。

Sleep Mask 眼罩设计

Designed as a campaign reward item and distributed as part of the event experience.

作为本次活动的奖励周边进行设计与发放。

II. Posters & Banners & Package design

Visual Set B｜Turnstile Graphics 闸机贴&挡板贴

The visual system was applied to turnstile graphics, integrating the campaign into everyday circulation paths and enhancing visibility within transitional spaces.

将统一视觉系统应用于闸机贴等通行空间中的视觉介入设计，强化活动在日常动线中的可见性与参与感。

Visual Set B｜Turnstile Graphics 闸机贴&挡板贴

The visual system was adapted across wayfinding graphics of varying scales, including large-format elevator lobby signage and smaller directional stickers, to guide movement and communicate campaign information.

将统一视觉系统应用于不同尺度的空间指引设计中，包括电梯间的大型指引贴及小型导视贴，用于传达活动信息并引导动线。