Speculative Design + Book Design + Object Making|Editorial design
2025
2026 London Design Festival（Isola Design Festival x Shoreditch Design Week），London，UK
2026 Dutch Design Week（kazerne designlab）, Eindhoven, Dutch
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Year：2026.6
Client: YANWU
Brand Visual Identity Design: Di Mao
Web Design and Build: Di Mao
Motion Design: Di Mao
Website Copywriting: Shiyi Liu,Yanchi Zheng
Illustration: Keying Chen
https://www.yanwuofficial.com/home
Instead of relying on familiar visual symbols of Chinese tea culture, the identity takes cues from the tea gardens, the tea-making process and the rituals surrounding tea. Through editorial composition, restrained typography and a refined packaging system, the project presents Chaozhou tea culture in a way that feels clear, contemporary and relevant to an international audience.
随着品牌进入英国市场，项目围绕品牌视觉识别与数字体验展开，希望在保留茶文化真实性的同时，以更符合当代国际语境的方式呈现潮州茶文化。
设计并没有沿用传统茶品牌常见的文化符号，而是从茶园景观、制茶工艺和饮茶仪式中提炼视觉语言，通过编辑式排版、克制的字体和包装系统，建立一套简洁而有层次的品牌形象，使品牌能够在不同文化背景下保持清晰、一致的识别度。
Year：2026.5
Curators：Dan Huang/Shutong Fan
Eexhibition Advisor：Dr.Penny Dan Xu
Patron: Yueqing Yang
Graphic Design: Di Mao
Exhibition Design: Shutong Fan
Zephyrus Art Exhibition, Hunan, China
https://umumplus.com/7-day-wonder-marian-bijlenga
The design approach is primarily informed by the working methods of Marian Bijlenga, emphasising a sense of lightness, looseness, and structural rhythm. Visual elements are treated as extensions of material behaviour, unfolding through processes of composition and formation that respond to the artists’ practices.
This system is applied across a range of exhibition and communication materials, including posters, catalogue, postcards, tickets, and exhibition graphics. Different formats are brought together within a “travel journal” framework, maintaining overall consistency while allowing flexibility across various contexts.
In addition to visual design, the project also involves production and execution coordination, including print processes, material selection, and communication with fabricators, ensuring that the final outcomes align with the exhibition both conceptually and materially.
设计语言主要受到Marian Bijlenga创作方法的启发，强调轻盈、松散与结构之间的节奏关系。视觉元素被视为材料行为的延续，通过组合与生成的方式展开，回应艺术家的创作路径。
该设计系统被应用于一系列展览传播与空间物料中，包括海报、展册、明信片、门票及展墙等。不同媒介被纳入“旅行日志”的叙事框架之中，在保持整体一致性的同时，也具备适应不同使用场景的灵活性。
除视觉设计外，项目还涵盖后期制作与执行沟通，包括印刷工艺、材料选择及与制作方的对接，确保最终呈现能够在概念与材料层面与展览内容形成一致的表达。
MA Design Expanded Practice
Degree Show
Art Director: Di Mao
Key Visual Design: Yinuo Chen / Jing Zhao / Di Mao
Website Design: Yinuo Chen / Di Mao
Motion Design: Di Mao / Wenxuan Lyu
Book Design: Di Mao / Yilin Jiang / Zichen Wu / Yin Deng
Wayfinding Design: Wenxuan Lyu / Jing Zhao / Di Mao
Tutor: Bethany Rigby
Goldsmiths
2025 MA Design Expanded Practice Degree Show
As the Graphic Leader, I led the development of the exhibition's visual identity, working closely with the creative direction, curatorial, spatial, and production teams to shape the exhibition's narrative and translate its core ideas into a coherent visual language.
I guided the team through multiple rounds of visual exploration, discussion, and refinement, establishing a flexible identity system that could be consistently applied across the exhibition catalogue, website, social media, handbook, and on-site graphics.
Designed as a scalable visual system, the identity responds to the exhibition's themes of collectivity, fluidity, and expanded practice while adapting seamlessly across different communication contexts.
作为本项目的视觉负责人，我主导展览视觉系统的设计与开发，与创意方向、策展、空间及制作团队协作，共同确立展览叙事，并将策展概念转化为具有系统性的视觉表达。
从视觉概念探索到设计迭代，再到最终应用，我统筹平面设计团队完成视觉系统的开发与落地。最终成果涵盖展览画册、官方网站、社交媒体、展览手册及现场视觉等多个媒介，形成了一套能够灵活适应不同传播场景的视觉识别体系。
该项目通过系统化的视觉设计回应毕业展关于集体性、流动性与扩展实践的核心议题，在保持整体一致性的同时，为不同媒介与展览场景提供了灵活的应用方式。
Year：2025.10
Client: WHOO
Brand Visual Identity Design: Di Mao
Rather than adopting the refined aesthetics often associated with contemporary Chinese restaurants, the identity draws inspiration from the warmth and familiarity of everyday street dining. The logo takes cues from the iconic red plastic stool found in countless local eateries —a simple object that has become a recognisable symbol of China's casual food culture. Bold typography, vibrant colours and playful graphic forms extend this visual language across the brand, translating the lively atmosphere of street dining into a contemporary restaurant identity.
设计并没有采用当代中餐品牌常见的精致东方美学，而是从街头饮食文化中寻找视觉语言。Logo 的灵感来自中国大排档中随处可见的红色塑胶凳——一个平凡却极具辨识度的日常物件，也承载着热闹、亲切与烟火气。大胆的字体、鲜明的色彩和富有节奏感的图形共同构建出品牌识别，将熟悉的街头用餐体验转化为现代餐饮品牌的视觉表达。
Brand Design|IP Design|Activing Planning
The Drinkery
Year:2022
Project Type:personal Project This project reimagines the identity of a community bar, The Drinkery, as a social system that encourages spontaneous interaction.
Inspired by the bar’s ethos — “No strangers, only friends you haven’t met yet” — the design introduces KIKI, a character-based device that acts as a social mediator within the space.
Derived from a long-haired dachshund frequently seen at the bar, KIKI is developed into a dual-state character, shifting between a “work mode” and a “drinking mode.” This transformation reflects the rhythm of everyday life, where individuals move between structure and release.
Through this character and its variations, the project builds a visual and behavioural system that facilitates connection, lowers social barriers, and extends the bar’s identity beyond a physical space.