Visual Communication - Bachelor

Hua Jia

Huajia (华界) — Chinese Cultural Realm is a cultural exchange meeting designed to help students “Explore Chinese Culture Beyond Tradition” through a contemporary blend of online and offline experiences. Users first discover the event through social media and register via a dedicated website or app, then participate in a range of interactive cultural activities on-site using QR codes and digital passports to explore, collect, and engage with different aspects of Chinese culture. Through a modern Chinese-style visual identity and an integrated digital–physical experience, Huajia aims to promote the dissemination of Chinese culture, encourage cross-cultural understanding, and help international students build deeper social and cultural connections within the campus community.

Sun Jia Yi

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Logo Concept

The logo represents Chinese culture as a welcoming space for connection and exchange. In Chinese, “华” (Hua) represents Chinese culture, heritage, and beauty, while “家” (Jia) can mean “home.” This gives Huajia an additional meaning of “a cultural home”—a place where Chinese international students can experience a sense of familiarity and belonging while living abroad, and where local students can enter this “home” to discover and experience Chinese traditions and culture. The Chinese roof reinforces this idea by symbolising a traditional Chinese home, while the modern typography represents contemporary student life. Together, the logo communicates tradition, belonging, cultural exchange, and connection, supporting the tagline “Explore Chinese Culture Beyond Tradition.”

Letterforms application

Natural Elements & Landscapes and mythical & symbolic icons

Brand concept development

brand identity

Namecard(4 versions)

badge

wristband

tote bag

posters

social media

Mobile app

Sun Jia Yi

Jia Yi is a passionate graphic designer who loves exploring ideas and expressing creativity through visual design. She is driven by curiosity, enjoys experimenting with different styles, and is always seeking inspiration to develop her creative skills and discover new possibilities in design.

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