Lantao Design Academy
Reshaping a 20-year-old design institute’s brand identity
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Reshaping a 20-year-old design institute’s brand identity *
Lantao Design Academy explores advanced design thinking and system innovation, guided by its motto “Learning Through a Curated Journey.” It serves as an experimental laboratory for future-ready design education.
In this project, I led a strategic rebrand to evolve its traditional academic image into a dynamic, future-oriented identity aimed at emerging designers, creative leaders, and founders. As the sole designer, I directed the entire brand transformation.
"How might we re-energize 20 years of heritage to capture the curiosity of young creative minds?"
Project Challenge
The academy’s previous communication lacked a cohesive visual system and a distinct brand identity. It mainly resonated with audiences already familiar with Lantao, limiting its ability to attract new students and expand into broader markets. There was also a gap in consistent, engaging communication.
At the same time, younger generations are seeking master programs that feel less rigid and academic, they are looking for something more explorative, open, curious, and creatively stimulating. It’s a big challenge for a 20-year-old educational brand.
Posters before was being too serious, rigid and too academic
Strategic Direction
Building a unified visual identity
• Establishing a clear and recognizable communication system
• Shifting perception from rigid academia to curious exploration
• Balancing academic credibility with creative freedom
• Creating content that feels open-minded, experimental, and future-facing
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Curiosity – encouraging questioning, experimentation, and cross-disciplinary exploration
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Exploration - Learning Through a Curated Journey
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Open-mindedness – embracing diverse ideas and perspectives
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Future minded - embracing uncertainty with systems thinking, and future-oriented design approaches.
Master of design strategy & innovation
Abstract illustration forms a core part of Lantao Design Academy’s rebranding. Rooted in nature, theory, novel and fable, it translates complex ideas into expressive visual narratives.
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2025 Master of Design Strategy & System Innovation- May
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![2025 Master of Design Strategy & System Innovation - June]()
2025 Master of Design Strategy & System Innovation - June
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2025 Master of Design Strategy & System Innovation - September
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Offline campaign for ReCasa - September 2024
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![2025 Poster - June]()
Offline Campaign for reCasa - March 2024
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New List Item
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Design Study Tour - Paris - 2025
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Design Study Tour - Paris - 2024
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2025 Chinese new year poster
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Brand Storytelling motion graphic
Dance there, in the cantus of time - 2025 new year
My role Animation Concept, Story board creating, Motion Design & Soundtrack Curation
Serpent’s infinite spiral - 2025 Chinese new year
Luminous - 2026 new year
The odyssey of dragon - 2024 Chinese new year