Brand Identity / Motion Graphics / Website Design

Fall 2025

This project reimagines the visual identity of the Pingyao International Film Festival while addressing the issue of screen recording in cinemas. Inspired by the festival’s unique setting in Pingyao Ancient City, a UNESCO World Heritage site, the design draws from local cultural elements to bridge tradition and contemporary film culture. The logo references the brick patterns of the ancient city walls while adopting the proportions of a movie screen. A key visual motif—derived from the watchful eyes of Buddhist statues—forms the basis of a campaign that subtly deters illegal recording by suggesting that “someone is always watching.”

I designed a series of warning signages applied across different materials throughout the cinema spaces, creating a consistent visual system that warns against screen recording. In addition, I developed a coffee cart stationed outside the theaters, serving a limited-edition drink inspired by Shanxi vinegar. This playful intervention connects the festival with local culture while offering visitors a memorable experience beyond the screening rooms.