This project marked CDG Zig’s debut on XiaoHongShu (小红书) — China’s popular lifestyle and social platform. As part of a weekly routine, I created 1–2 visual posts per week that were adapted for the platform’s unique aesthetic and audience expectations. The goal was to localize CDG Zig’s voice while staying visually aligned with its broader brand direction.

My Role

• Designed weekly Key Visuals (KVs) specifically for XiaoHongShu
• Collaborated closely with the Chinese copywriter to adjust visual hierarchy and layout for optimal viewing on the platform
• Sourced imagery from real locations (e.g. cafés or scenic spots) to match lifestyle themes — often enhancing low-resolution images to meet visual standards
• Collaborated closely with the Chinese copywriter to fine-tune layout, visual pacing, and message delivery
• Adjusted designs to align with both Chinese platform behavior and CDG Zig’s evolving brand identity

Design Approach

• Cross-Platform Adaptation: Reworked English-language post concepts into visuals that felt natural on XiaoHongShu, often reinterpreting layout and tone to suit the platform’s style
• Localized Aesthetic: Adopted platform-native styles such as softer tones, minimal layout, and lifestyle-first framing
• Visual Precision: Adjusted design elements to ensure mobile readability and message clarity, with layout responsive to Chinese-language structure

Outcome

• Helped CDG Zig establish its first-ever Chinese-facing visual presence
• Bridged the gap between English and Chinese campaigns through visual translation
• Delivered visuals that felt native to XiaoHongShu yet aligned with brand direction
• Strengthened campaign consistency through close collaboration with the in-house Chinese copywriter