Work
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8. Mulberry
Hyper Leisure In Workplace
XIAMI Music
Dao Echo
Wellness Punk
Under dimension
YiQiShow
WakeWake

Jiani Wu is a London-based research-practice designer working across digital and print within commercial and cultural contexts.  Her work focuses on research-led methodologies, developing visual systems and narratives across multidisciplinary projects. With experience in brand design, she creates clear and considered visual communication.

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1. Mulberry

2022-PresentDigital Graphic Design


A series of digital design works created for Mulberry across digital OOH, website, email, organic social, paid social, and third-party concession platforms. Supporting both BAU and campaign rollouts, the work maintains visual consistency across touchpoints while adapting layouts, content, and visual treatments to meet diverse digital formats and campaign objectives.

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2. Hyper Leisure In Workplace

2021Book Design
Hyperleisure in the Workplace is an archival book that explores leisure objects in the workplace as symbols of freedom, but also as an illusion.

The project offers a critical examination of these leisure objects as so-called “productivity tools,” revealing how they exploit employees’ leisure time under neoliberal strategies and blur the boundary between work and leisure.

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3. XIAMI Music

2018-2020Layout Visual Design
Xiami Music (2008–2021) was Alibaba Group’s music app. A series of works that focused on creating youthful, trend-driven, and engaging visuals to resonate with young audiences through HTML5 web experiences across both app and web platforms. The work included themed designs responding to different music styles, featuring creative layouts, illustrations, and visual treatments. All designs were developed for various screen sizes and formats—including banners, landing pages, and web interfaces—ensuring visual consistency and scalability across multiple digital platforms.

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4. Dao Echo

2020Illustrations
Dao is a four-season illustration series inspired by different musical styles. Each island represents a genre—pop, hip hop, folk, and rock ’n’ roll—translated into a unique visual language. Through distinct colour palettes, forms, and graphic elements, each illustration responds to the mood and rhythm of its corresponding genre, creating a visual interpretation of music across four seasons.

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5.
Wellness Punk

2019Conceptual Brand Visual IdentityWellness Punk explores “punk wellness”, a trend among young people in China where traditional health practices coexist with unhealthy habits.  It describes a contradictory lifestyle in which individuals pursue traditional Chinese wellness practices while simultaneously engaging in unhealthy habits such as staying up late.

Through my research, I identified this behavior as a form of psychological placebo. In response, I created Wellness Punk, a conceptual brand featuring a portable wellness kit, five wellness packs, and instructional manuals—all medicines made of paper. This project critiques the effectiveness of “punk wellness” and the illusion of self-care, reflecting on how young generations navigate health and well-being within an overstimulated contemporary society.

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6.
Under Dimensions

2018Zine Deisgn
Under Multiple Dimensions is a small experimental zine inspired by M-theory, which proposes an eleven-dimensional universe. The project draws from scientific research suggesting that the universe exists across multiple vibrating dimensions, and translates these abstract ideas into a visual and material-based exploration. 

Influenced by the work of artist Alisha, the project explores spatial relationships between wormholes, parallel spaces, and the unknown structure of the universe. Through a series of material experiments using accessible physical forms and textures, the zine visualises a personal interpretation of multidimensional space.

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7.
YiQiShow

2017 Brand Visual Identity
YiQiShow is a live-streaming app designed to entertain a young audience, offering a wide range of live content categories. To enhance its vibrant and engaging brand presence, a lively cartoon dinosaur mascot was created as the core visual element. The playful character adds energy and personality to the brand, aligns with youth culture and trend-driven aesthetics, and creates a vivid and engaging visual identity across the platform.

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8.WakeWake

2016Brand Visual Identity
Wakewake is a health-food brand shaped by a design approach rooted in freshness and simplicity. Guided by an organic green palette and a natural hand-written logotype, the identity feels calm, clean, and pure. Wakewake conveys lightness and natural energy through a refined, modern visual language.

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