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 purely academic, and more explorative, open, curious, and creatively stimulating. It’s a big challenge for a 20-year-old educational brand.

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

Curiosity – encouraging questioning, experimentation, and cross-disciplinary exploration
Exploration - Learning Through a Curated Journey
Open-mindedness – embracing diverse ideas and perspectives
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.