Sustainable Brand Pavilion at CIIE

Sep.2022—Jun.2023 Graphic Design

Crafted an immersive visual system for P&G’s sustainable brand pavilion at CIIE, blending environmental storytelling with cross-brand consistency.

Overview
As part of P&G’s sustainability strategy, I contributed to the visual design of its brand pavilion at the China International Import Expo (CIIE). The goal was to create an immersive spatial experience that reflected P&G’s commitment to innovation, sustainability, and brand legacy.

My Role

  • Developed the overall visual system for the pavilion, including spatial graphics, wayfinding, and key brand messaging touchpoints

  • Designed large-format digital displays and environmental graphics for Crest and other core brands

  • Collaborated with 3D and production teams to ensure on-site execution met both visual and structural standards

  • Created bilingual visual assets (EN/CH) to enhance accessibility for international audiences and participated in real-time color tuning and lighting adjustments on site

Results
The pavilion received strong media coverage and consumer attention, becoming a visual highlight in the sustainability zone of that year’s CIIE. The visual language was later adapted into nationwide campaigns and in-store events.

P&G Double 11 E-commerce Campaign Visual System

Sep.2022—Jun.2023 Graphic Design

Designed a scalable e-commerce visual system for P&G’s Double 11 campaign across multiple brands, boosting online engagement and conversion.

Overview
During the 2022–2023 Double 11 shopping festival, P&G launched a large-scale campaign on Tmall under the "Billion Yuan Subsidy" initiative. The project involved visual assets for brands like Crest, Head & Shoulders, Tide, and Whisper across desktop and mobile e-commerce platforms.

My Role

  • Led the visual direction and UI consistency for all campaign materials while preserving brand individuality

  • Designed over 30 campaign assets, including key visuals, product banners, landing pages, and mobile hero images

  • Aligned with brand teams to refine copy hierarchy, optimize call-to-action placement, and improve user navigation

  • Utilized Figma, Photoshop, and Midjourney to prototype and quickly scale visual templates across SKUs and layouts

Results
The campaign assets contributed to a significant increase in CTR and engagement across Tmall. Key brands reported breakthrough sales during the Double 11 peak, and the visual system was later referenced for ongoing seasonal promotions.