Commercial Graphic Design
The first job I had after graduating from college in 2020 was working as a graphic designer at BOSS Zhipin. This company is a Chinese recruitment app that matches job seekers and recruiters based on user data. I worked for the North America branch, whose targeted customers are Chinese international students in the US.
While at BOSS Zhipin, I was the only graphic designer in the NA branch, and I designed hundreds of marketing materials, ranging from digital posters to email newsletters. In addition, I worked on rebranding BOSS Zhipin’s social media presence on Youtube, Zhihu, and Wechat Video. Below is a selection of work that I am legally allowed to use in this context.
Show Your Job Offer, Get a Present
Inspired by the shape of ancient scrolls, which scholars or government officials received in imperial China, I designed this poster to highlight the glory of job offers.
Digital Poster
KTV Advertising
The main purpose of this poster is to showcase a free one-hour KTV campaign. I used gold on black to attract the viewer's attention.
Digital Poster
Mid-Autumn Festival
Digital Poster
This poster was used in a marketing campaign that gave out start-naming certificates as prizes during mid-autumn festival. I wanted it to look from the usual mooncake and lantern elements for this festival, and designed a romantic, paper-cut style poster.
Remote Intern Recruitment
This poster was inspired by the look of a bulletin board. I also used a youthful color scheme since the main audience were college students.
Digital Poster
Intern Training Program Recruitment
The title of the program directly translates to “BOSS Creative Camp: Foster the Rising Stars.” Hence the literal stars in the background to match the title and the rocket to emphasize “rising.”
Digital Poster
Zhihu Background
Rebranding
I designed the new background image with the same color scheme as the profile picture, and added elements representing career and education.
Youtube Profile and Background
The profile picture before was the BOSS Zhipin company logo. The marketing team proposed a new plan: a complete rebranding of the name, profile and the content, making the channel less corporate, serious, and more youthful, fun and engaging.
Rebranding
Sketches
The channel name changed from BOSS Zhipin North America to 下班不要看 (Don’t Watch After Work). With the new plan in mind, I designed a bee character for the channel. In the profile picture, the little bee is peeping through one eye, like it’s watching something secretly during work. I also designed 3 more bees surrounding the channel name for the background image. This character is later used by the video producer in video intros.
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