Time
Aug. 2022
Role
Graphic Designer
Motion Designer
Collaborator
Ziqi Hu
Tools
Sketch
After Effect
Mid-Autumn Festival Splash Page
From August 2022 to May 2023, I worked as the UX & Product Design Intern at Universal Beijing Resort (UBR), contributing to the product, system and UXUI design for UBR's B2C website and application.
Mid-Autumn Festival is a traditional Chinese festival, with the "full moon" as the representative of the intention. In order to celebrate the traditional festival, I combined UBR's characteristic IP Kung fu Panda, used the traditional Chinese paper-cutting style to design the application open-screen animation, the splash page.
Impacts
Widely praised within the team
The design received unanimous praise from colleagues in the team and received praise from the department leaders.
Provide sustainable design style
This paper-cutting style inspired the whole design team and was subsequently adopted as one of the design styles of UBR by the design team.
Background
What does Splash page mean for UBR?
Splash page is the first page that users touch after clicking on the app. It shows the brand characteristics and core concepts, which is crucial to attracting users' attention and increasing users' favorable impression of the brand. Therefore, UBR often designs new splash Pages for various Chinese festivals or solar terms.
Design Demand
Design a splash page for the Mid-Autumn Festival
Design ideation
What I want to design?
Mid-Autumn Festival is one of the most traditional festivals in China, and it has attracted everyone's attention. I hope to convey Chinese cultural characteristics, so I chose the IP of Kung Fu Panda from the seven lands of Beijing Global, hoping to make some designs combining this role.
How I define design styles?
I visited the Kung Fu Panda Park on site and found that lanterns and paper cuttings elements were used extensively in the facilities and sets.
Paper-cutting is a traditional Chinese culture and design expression, at the same time it can also well reflect the rhythm of the Mid-Autumn Festival, so I intend to use paper-cutting style to design.
Graphic Design
Design iteration
In the graphic design, I chose Po, the Kung Fu Panda, and his father as the main characters, and added elements such as mountains, flowing water, full moon, bridges, bamboo forests, lanterns, and so on.
In terms of color scheme, I tried to use the lantern style at first, but it didn't seem to be able to show the feeling of the Mid-Autumn Festival. Therefore, I set the main colors to blue and yellow, which are commonly used in the Chinese Mid-Autumn Festival promotional design, fitting the design context.
Final Design
Motion design
The final design is processed using Adobe After Effect for 3D animation, reflecting different levels of hierarchy through layered design and adding small details such as twinkling stars, falling leaves and swaying lanterns to increase the atmosphere.
Sustainable and reusable design style
This paper-cutting style inspired the whole design team and was subsequently adopted as one of the design styles of UBR by the design team, here are some examples of other designers (Ziqi Hu, Yin Wang) of the team have replicated this design style.
