VIE ATHLETICA
From 2019 to 2024, I founded and led Vie Athletica, an independent activewear and lifestyle brand. I directed the brand’s creative vision, overseeing product design, campaign concepts, and visual identity across digital and physical touchpoints.
I built a cohesive brand system, including logo, guidelines, UI, and e-commerce platforms， such as Alibaba Tmall and WeChat Shop, while also producing social-first content on TikTok, WeChat, Weibo, and Xiaohongshu.
Beyond digital, I cultivated influencer partnerships and organized community events to drive engagement. This role allowed me to merge design, storytelling, and entrepreneurship, building a brand recognized for craft and authenticity.
Nobody Is Perfect, But We Are All Perfectly Ourselves
We are only human, not superhuman. We embrace perfect imperfection, respect individuality. We all want to look good, to feel good, to feel happy. It is our pursuit to achieve these feelings without sacrificing comfort and unique style for our targets. Only you and your joy matters!
I led the development of the brand’s identity and visual systems—creating the logo, guidelines, UI, package design and website interface—while ensuring cohesive storytelling across both digital and physical platforms. This role combined design vision with strategic execution to build a clear, consistent, and authentic brand presence.
Branding Design
