DESIGN
ILLUSTRATION
MOTION GRAPHICS
PHOTOGRAPHY
DESIGN
ILLUSTRATION
MOTION GRAPHICS
PHOTOGRAPHY
CHINESE MEMORIAL
BRAND DESIGN
安栖地-中式缅怀
品牌设计项目
CHINESE MEMORIAL
CANDLE BRAND DESIGN
暮燃-中式蜡烛品牌设计项目
待叙-中式缅怀品牌设计项目
VISUAL SUITE PROJRCT
环球音乐英国年度音乐会
视觉设计项目
UNESCO PROJECT
海洋意识标签-
联合国教科文组织
海洋保护意识项目
GEEKPARK INNOVATION
FESTIVAL PROJECT
2026极客公园
IF创新大会
活动视觉设计项目
FANTASY LAB
FUTURE STORY EVENT
DESIGN PROJECT
未来幻想实验室
未来故事活动设计项目
DESIGN PROJECT
电影主题中文
字形设计项目
PRODUCT LAUNCH CAMPAIGN PROJECT
韶音新品发布
整合营销设计项目
自我怀疑主题红包项目
TAIKOOLI 6TH
ANNIVERSARY PROJECT
心奇陆地-成都远洋太古里
6周年活动设计项目
UNIVERSAL CONCEPT
STORE PROJECT
JOYCUBE-宝马
北京环球度假区
概念店衍生品设计项目
ELECTRONICA
FESTIVAL PROJECT
重塑释放-成都远洋太古里
电子音乐节设计项目
BAZAAR ICONS
ANNUAL PARTY PROJECT
2022时尚芭莎
年度派对设计项目
SUMMER-WFC ART FAIR
PROJECT
做一夏梦-北京环球金融中心
夏日艺术市集设计项目
XIAO XIAN DUN STORE
OPENING PROJECT
鲜舍鲜遇-小仙炖之家
大店开业庆典设计项目
PUBLICATION
烧仓房-组合出版物项目
PROJECT
莎士比亚戏剧节海报项目
FILM POSTER PROJECT
麻雀之死
电影海报设计项目
JIN GONG MEN
5TH ANNIVERSARY
PROJECT
金拱五年 麦向零碳
金拱门五周年
活动设计项目
DESIGN PROJECT
潮玩IP人物设计项目
HOLIDAY MEDIA
POSTER DESIGN
FELIZ集团
节日宣传海报设计
REBRANDING
PROJECT
维他奶
品牌再设计项目
食谱版式设计项目
FELIZ GROUP ANNUAL
REPORT PROJECT
拓口秀-FELIZ集团
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FIGO-品牌设计项目
PROJECT
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BC癌症中心
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信息可视化项目
PIGMENT-运动鞋设计3D建模渲染项目
PROMOTIONAL
VIDEO PROJECT
CERAVE 品牌
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思议海报项目
DESIGN PROJECT
像素字体设计项目
报刊版式设计项目
部落格设计项目
经典版式集项目
视觉修辞海报项目
外星人出版物项目
电子书版式设计项目
时代思潮出版物项目
标点符号设计项目
独立出版物项目
独立杂志设计项目
电影史地图项目
织物雕塑项目
韶音新品发布整合营销设计项目
I worked on the visual design for Shokz’s integrated new-product launch campaign. As a technology-driven audio brand built around bone-conduction technology and open-ear listening, Shokz creates non-in-ear products that allow users to stay aware of their surroundings while listening. The project centred on two flagship product lines—the world’s first diving headphones, OpenSwim, and the new generation of clip-on open-ear headphones, OpenDots—and covered four new products with distinct market positions. The challenge was to create a visual system that felt unified yet differentiated, expressing Shokz’s product character across both professional sports and urban lifestyle contexts. At the same time, with the brand’s premium positioning still relatively under-recognised, the project aimed to use the product launch and overall visual refresh to strengthen perceptions of Shokz as both a premium and performance-led brand, while reinforcing its technological leadership and brand influence within the open-ear audio category.
At the brand-positioning level, we first reconsidered what “premium” should mean for Shokz. Rather than defining it through price, specifications, or product hierarchy alone, we saw premium value as a form of freedom enabled by technology. Conventional headphones often create immersion by entering the ear and isolating the listener from their surroundings. Shokz’s open-ear listening experience works differently: it allows users to remain aware of the world around them while still maintaining their own sound, rhythm, and sense of self. Freedom, in this context, does not come from shutting the world out, but from moving through it with less friction and fewer compromises. We therefore defined Shokz’s idea of freedom as the freedom to choose without compromise—without sacrificing comfort, experience, performance, functionality, or adapting one’s lifestyle around the product.
For the visual language, we began with the way sound itself travels through space. The outward propagation of audio waves became the core structural principle of the campaign. Each key visual is built around a central figure, surrounded by radiating graphic forms that progressively expand, fragment, and open towards the edges of the composition. A simple, complete geometric form is retained at the centre, while the outer layers are gradually cut apart and extended beyond the frame. This structure reflects the physical behaviour of sound as it travels and disperses, while also translating the idea of “openness” into a directly perceptible visual experience. The spokesperson is embedded at the centre of this expanding graphic system, remaining both the subject and the visual origin of the image. Even as the composition opens outward, the individual retains a clear and confident position at its core—echoing the ideas of agency and freedom through openness.
The graphic language is deliberately flat, symbolic, and abstract. By avoiding excessive decoration and conventional futuristic effects, the system creates a more restrained and refined sense of premium technology. Typography is distributed around the outer edges of the composition, with the main line broken apart and positioned across the frame, allowing the type itself to become part of the spatial structure. Generous spacing and negative space visually extend the composition outwards, creating a broader sense of openness and breathing room while reinforcing the hierarchy between the central figure and the surrounding information.
Within this shared radial structure, the four products are differentiated through distinct curve languages and colour systems. OpenDots 2 is designed for a more mature and refined urban audience, so its core form is built from large, unembellished circular arcs. The smooth, stable curves create a restrained yet fashion-forward urban space, while a muted khaki-gold and earth-toned palette reinforces a sense of maturity, simplicity, and understated sophistication.
OpenDots Air, positioned as a younger and lighter expression of the line, introduces more pronounced petal-like curves within the same rounded visual language. Inspired by the natural contours of flower petals and the soft movement of silk or a scarf unfolding in the air, these forms give the composition a more fluid and playful rhythm. A brighter purple palette further emphasises its youthful and fashion-led character.
OpenSwim Air, aimed at younger and more everyday users, translates those curves into softer ripples and smoother wave-like forms. The shapes feel slower and more rounded, recalling the fluid trace of a dolphin moving through water. A brighter coastal blue palette evokes sunlit seas and shallow water, giving the overall visual identity a more relaxed, natural character that feels closer to everyday exercise, leisure, and holiday settings.
在品牌定位上，我们首先重新思考了韶音所代表的“高端”究竟是什么。相比通过价格、参数或产品等级定义高端，我们更希望将它理解为一种由技术带来的生活自由。传统耳机往往通过入耳、隔绝环境来获得沉浸感，而韶音所强调的开放式聆听，则让用户在保持对外界感知的同时依然拥有自己的声音与节奏。它并不是通过关闭环境获得自由，而是在环境之中依然能够保持自我，以更少的负担进入不同生活场景。因此，我们将韶音的自由总结为一种“无需牺牲的选择”：不牺牲舒适、体验、专业、功能，也不需要为了产品而改变自己的生活方式。
在视觉语言的构建上，我们从 “声音” 本身的传播状态出发，将音频与音波向外扩散的形态转译为整个整合营销的核心视觉结构。主视觉以人物为中心，通过由内向外不断延展、切割的放射式图形，形成一种持续向画面边缘打开的构图关系。最中心保留完整、 简单的几何形态，越向外则逐渐被切分并延伸至画面边界，既回应声音传播与扩散的物理特征，也将 “开放” 转化为可以被直接感知的视觉状态。代言人被嵌套在这一持续扩张的图形中心，使人物始终成为画面的主体与视觉原点，在向外开放的空间中仍然保持清晰的自我位置，从而进一步呼应 “主体性” 与 “开放的自由”这一核心概念。
整体图形采用扁平、符号化的抽象形式，减少过多的装饰与科技效果，以更克制、纯粹的方式建立高端感。文字则沿画面外围展开,将 “开放聆听、自在由我” 拆分并分布在四周， 使字体本身也成为构图的一部分。更大的字距与留白进一步将视觉重心向外拉伸，让整个画面产生更宽阔的空间感和呼吸感，同时与中心人物形成明确的主次关系。
在统一的放射式视觉结构下，四款产品通过不同的曲线形态与色彩进行区分。OpenDots 2 面向更加成熟、精致的都市人群，因此以未经复杂修饰的大弧度圆形作为核心图形，圆润、稳定的曲线构建出克制而具有时尚感的都市空间，并配合低饱和的卡其金与大地色系，强化成熟、简约与高级的产品气质。
定位更年轻、轻盈的 OpenDots Air，则在同样的圆柔语言中加入更明显的花瓣式起伏，灵感来自自然花瓣以及丝绸、丝巾在空气中展开时形成的柔软弧度，使画面拥有更加轻盈、活泼的节奏，并通过明快的紫色进一步强化年轻与时尚感。
OpenSwim 系列则从水的不同状态中寻找图形语言。定位更专业的 OpenSwim Pro 2 采用更尖锐、更具冲击感的曲线，形态既像高速拍打的浪花与水花，也带有鲨鱼鳍般快速、锋利的力量感，搭配深水蓝色调，强调潜水、专业运动与突破极限的产品属性。
而更偏向日常与年轻用户的 OpenSwim Air，则将曲线转化为更加平缓、圆润的涟漪与海浪形态，类似海豚游动时留下的柔和轨迹， 并以阳光下的浅蓝海岸作为色彩联想，让整体视觉更轻松、自然，也更接近日常运动与度假场景。