SEGD beijing

A concept visual identity for The Society of Environmental Graphic Design (SEGD)’s annual placemaking conference, this year held in Beijing, China.


Branding, Type Design


Adobe Illustrator, Figma


Fall 2022


I wanted to capture the vibrancy of Beijing, a city sitting on the edge of the old and the new.

type design

I wanted something that’s both organic yet adheres to a strict grid system, expressive yet systematic. I was very inspired by the ornate wooden window frames and paper cuts of old Beijing.


It helped to jump between analog and digital techniques. Sketching allowed me to figure out consistencies of thick versus thin strokes with a calligraphy pen, while brining into digital helped me refine the “skeletons” of the letterforms.