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
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
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
FELIZ GROUP ANNUAL
REPORT PROJECT
拓口秀-FELIZ集团
年度报告设计项目
BRANDING PROJECT
FIGO-品牌设计项目
食谱版式设计项目
PROJECT
歌词海报项目
BC癌症中心
医院导视系统项目
字体展示卡片项目
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
广告宣传片项目
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
待叙-中式缅怀品牌设计项目
Understate is a contemporary Chinese memorial brand designed to offer a quiet and intimate approach to remembrance. In my MA graduate project, Understate represents a key brand route that centers on privacy, accessibility, and emotional comfort, reimagining memorialisation as a personal experience that allows users to reconnect with memories in a sensitive and thoughtful manner. The brand’s core mission is to help users document, reflect on, and preserve personal life stories for remembrance and memorial.
Rooted in the Caregiver archetype, Understate evokes a sense of compassion and empathy, focusing on creating a space where users can privately reflect on the untold stories of their loved ones. The concept of "Playback" is at the heart of this route, inviting users to revisit and relive precious memories in a way that feels personal and meaningful. Through a minimalist and serene visual language, Understate offers an emotional journey that is intimate, human, and deeply reflective.
The logo for Understate was crafted by combining the structures of Li Type and modern Heiti, with added stroke details inspired by Songti. The form was simplified to reflect the humanistic and comforting tone of voice the brand aims to evoke. A stretched playback symbol was incorporated into the logotype, emphasizing the idea of re-experiencing and narrating moments that often go unsaid. This addition makes the logo both comprehensive and minimal, aligning with the core concept of 'Playback.'
The visual language for Understate is deeply influenced by the camera viewfinder, capturing the essence of memory through the metaphor of looking back at life’s moments. Using modernized Heiti with loosened kerning, I aimed to evoke an ephemeral feeling while giving the text enough breathing space. This layout arrangement simulates a continuous storyboard, where images move from top to bottom, capturing a series of memorable moments played backward. By arranging them in this way, I intended to simulate a playback motion, reinforcing the concept of memorialization as a personal journey through time. This visual approach communicates the idea of revisiting and cherishing the past, while highlighting the powerful emotional connections that can be made through the act of memorialization.
The color palette for Understate uses soft, earth-toned hues that create a sense of calm, warmth, and nostalgia. Subtle gradients further reinforce the emotional depth of the brand, which is expressed through a careful blend of modern design elements and traditional visual cues. The typography, rooted in both contemporary sans-serif fonts and hints of traditional calligraphy, offers a balance of modern sensibility and cultural heritage.
Understate’s product offering reflects the brand’s ethos: memorial items that are both meaningful and accessible. These personalised products provide a unique space for users to relive and honour their loved ones’ stories, offering privacy and space to process loss at their own pace. The focus on comfort and accessibility ensures that memorialisation remains approachable, even in everyday settings.
"Understate" is more than just a brand; it is an innovative approach to memorialization that allows users to celebrate, reflect, and share memories in a deeply personal and forward-thinking way. Through its clean, minimalist design and the concept of "Playback," Understate provides a space for emotional connection, remembrance, and a modern approach to memorial rituals that resonate with younger generations.
待叙植根于“守护者”原型，专注于唤起用户的同情与共情，为用户创造一个可以私密地反思亲人未曾诉说故事的自由空间。“倒带”概念是整个方案的核心，邀请用户以个人化且有意义的方式重温珍贵记忆。通过极简且空灵的视觉语言，待叙提供了一段亲密、充满人文关怀并引人深思的情感之旅。
我们将隶书与黑体的骨架形结合，用极简化的宋体特征包裹、修饰，将传统的中式韵味熔铸进品牌标识。笔触间蕴藏着传统书写的温度，形态却极尽当代的克制。整体形式的简化旨在体现品牌传递的以人为本和舒展气质。搭配标准字，加入了拉伸的回放符号，强调了倒放过去，重新体验和叙述那些还未曾言说的时刻。
待叙的视觉识别系统以相机取景框为视觉隐喻，通过“倒带”人生时刻来捕捉记忆的本质。宽松字距的现代黑体如呼吸般舒展，营造出一种飘散而空灵的感受，同时给构图留出足够的呼吸空间。画面自上而下的流动布局模拟出一段连续的记忆镜头，仿佛人生一瞬的重播。而视觉中那道拉伸的"倒带符号"，正是对生命中那些欲言又止时刻的温柔呼唤。当你扫过这些画面，仿佛能听见时光的回声。
待叙的色调采用清新、柔和的大地色系，营造出温暖、细腻的私密氛围。仿佛耳边低语，亦像清风拂过的沙沙声，传递出无可比拟的情感深度。嵌入NFC芯片的器物轻触即可唤醒往昔音容；而自下而上翻阅的纪念册，则模拟了胶片放映的仪式感。这一切都在诉说：纪念不必庄严沉重，可以是一次呼吸，一次触碰，一次私密的回放。
这不仅仅是一个品牌，更是一种关于记忆的现代语法。在这里，黑胶唱片的纹路可能镌刻着祖父亲过的旋律，素白瓷皿的裂痕金缮处藏着祖母的往昔，而那块总在雨天变温的垫脚石，则代替故人持续感知四季。我们相信，最好的纪念不是将过去封存，而是让它继续生长，像一株被移植到未来的植物，带着旧土壤的养分，在新时光里恣意舒展。