Designed by Lei Chen
Project 01
嘻哈音乐节（品牌设计）
Hip-hop Festival (Brand Design)
这是一个品牌设计项目，在该项目中我设计一个全新的嘻哈音乐节品牌，叫做 “UNDEFINED”（未定义的）。相较于目前市场上大多数音乐节融合了多种音乐类型。这是一个专门为嘻哈音乐爱好者打造的，
以嘻哈元素为主题的音乐节。围绕这个品牌项目，我设计了宣传海报、官方网站以及该品牌的IP形象。
This is a brand design project in which I created a new hip-hop music festival brand called “UNDEFINED”. Unlike most music festivals on the market today, which blend various music genres, this festival is specifically designed for hip-hop enthusiasts and features a hip-hop-themed concept. As part of this brand project, I designed promotional posters, the official website, and the brand’s mascot.
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Project 02
社交恐惧（概念海报设计）
Social Anxiety (Concept Poster Design)
这是一个有关于解析当代i人社交心理的项目。在当今社会越来越多的人被确诊患有“社交恐惧症”。他们通常会感到不安，不知所措。害怕与别人交流，害怕自己在这些公共场合犯错误，从而让自己尴尬。因此在这个项目中，我旨在通过海报设计， 以“社恐人群”的第一视角，来呈现他们的内 心独白，尤其当他们面对大众时。同时希望能够得到更多的人的理解。
This is a project that explores the social psychology of today’s introverts. There has an increasing number of people are being diagnosed with “social anxiety disorder.” They often feel anxious and overwhelmed, afraid to interact with others and worried about making mistakes in public that might cause them embarrassment. Therefore, in this project, I aim to use poster design to present the inner monologues of people with social anxiety from their first-person perspective, particularly when they are facing the public. At the same time, I hope to foster greater understanding among the general public.
This is a project that explores the social psychology of today’s introverts. There has an increasing number of people are being diagnosed with “social anxiety disorder.” They often feel anxious and overwhelmed, afraid to interact with others and worried about making mistakes in public that might cause them embarrassment. Therefore, in this project, I aim to use poster design to present the inner monologues of people with social anxiety from their first-person perspective, particularly when they are facing the public. At the same time, I hope to foster greater understanding among the general public.
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Project 03
糖尿病指南（手册设计）
Type 1 Diabetes Guidebook (Leaflet Design)
一类糖尿病作为一种慢性自身免疫性疾病，通常在儿童以及青少年时期被诊断出来。而如今随着越来越多的人被确诊，因此对于他/她们来说及时了解有关于这个疾病的相关信息是必要的，从而在生活习惯上可以作出改变。 在这个项目中，我制作了一本一类糖尿病的科普指南书，旨在那些被确诊的患者了解、掌握有关于糖尿病的信息，从而减轻他/她们以及其父母、监护人的压力。
Type 1 diabetes is a chronic autoimmune disease that is typically diagnosed during childhood or adolescence. With an increasing number of people being diagnosed today, it is essential for them to promptly learn about the disease so they can make necessary lifestyle changes. For this project, I created a guidebook to help those diagnosed with Type 1 diabetes understand and manage the condition, thereby reducing stress for both them and their parents or guardians.
Type 1 diabetes is a chronic autoimmune disease that is typically diagnosed during childhood or adolescence. With an increasing number of people being diagnosed today, it is essential for them to promptly learn about the disease so they can make necessary lifestyle changes. For this project, I created a guidebook to help those diagnosed with Type 1 diabetes understand and manage the condition, thereby reducing stress for both them and their parents or guardians.
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Project 04
其它设计（书籍、包装设计等）
Others Design (Book, Packaging Design, etc)
本页面汇集了我的其它设计项目，包括书籍设计、包装设计等。在书籍设计中，我通过设计美食指南介绍了中国三座不同城市的地道宝藏餐厅。在包装设计中，我通过将牛排、水果、蔬菜等日常食物，拆解为胶囊、药片等营养素载体。讽刺现代人过度依赖营养补剂的社会现状。另外该页面也呈现了我作为企业文化实习生制作的部分活动海报。
This page showcases my other design projects, including book design, packaging design, and more. In my book design work, I created food guidebooks showcasing authentic restaurants in three different Chinese cities. In my packaging design work, I deconstructed everyday foods—such as steak, fruits, and vegetables—into nutrient carriers like capsules and pills to satirize modern society’s overreliance on nutritional supplements. This page also includes event posters I created during my internship in corporate culture.
This page showcases my other design projects, including book design, packaging design, and more. In my book design work, I created food guidebooks showcasing authentic restaurants in three different Chinese cities. In my packaging design work, I deconstructed everyday foods—such as steak, fruits, and vegetables—into nutrient carriers like capsules and pills to satirize modern society’s overreliance on nutritional supplements. This page also includes event posters I created during my internship in corporate culture.
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Project 05
AI 设计（主视觉海报、视频等）
AI Design (Key Visual Poster, Video, etc)
本页面展示了我基于 AI 工具进行的视觉创作与实践，包括在 361° 工作期间完成的 KV 海报及系列视觉延展，如静物图、上脚图和模特图，这些视觉成果均最终落地并投入实际使用。同时，我也展示了为泡泡玛特创作的KV海报，以及使用 Kling 制作的 AIGC 视频作品，探索 AI 在品牌视觉、商业内容与视频中的应用。
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