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Hi, I’m Cheng Cheng. I’m the Principal of Zhihe Brand Design with cross‑industry expertise spanning advertising, commercial real estate, e‑commerce, and FMCG. I specialize in building brands from 0 to 1, translating strategy into distinctive, hand‑crafted visuals that help brands stand out. I value art‑life balance, continuous learning, and teamwork, and I enjoy guiding teams through creative processes that connect people with brands.…Hi, I’m Cheng Cheng. I’m the Principal of Zhihe Brand Design with cross‑industry expertise spanning advertising, commercial real estate, e‑commerce, and FMCG. I specialize in building brands from 0 to 1, translating strategy into distinctive, hand‑crafted visuals that help brands stand out. I value art‑life balance, continuous learning, and teamwork, and I enjoy guiding teams through creative processes that connect people with brands.

Cheng Cheng

Brand Designer, Designer, Illustrator, +2

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Hi, I’m Cheng Cheng. I’m the Principal of Zhihe Brand Design with cross‑industry expertise spanning advertising, commercial real estate, e‑commerce, and FMCG. I specialize in building brands from 0 to 1, translating strategy into distinctive, hand‑crafted visuals that help brands stand out. I value art‑life balance, continuous learning, and teamwork, and I enjoy guiding teams through creative processes that connect people with brands.…Hi, I’m Cheng Cheng. I’m the Principal of Zhihe Brand Design with cross‑industry expertise spanning advertising, commercial real estate, e‑commerce, and FMCG. I specialize in building brands from 0 to 1, translating strategy into distinctive, hand‑crafted visuals that help brands stand out. I value art‑life balance, continuous learning, and teamwork, and I enjoy guiding teams through creative processes that connect people with brands.

Available to hire

Hi, I’m Cheng Cheng. I’m the Principal of Zhihe Brand Design with cross‑industry expertise spanning advertising, commercial real estate, e‑commerce, and FMCG. I specialize in building brands from 0 to 1, translating strategy into distinctive, hand‑crafted visuals that help brands stand out.

I value art‑life balance, continuous learning, and teamwork, and I enjoy guiding teams through creative processes that connect people with brands.

Skills

Brand Identity

Illustration

Experience Level

Brand Identity

Expert

Illustration

Expert

Work Experience

Independent Designer / Project Lead at Culture, Arts & Entertainment

February 1, 2022 - Present

Service Scope: Creative strategy consulting, brand identity design, packaging design, visual systems. Content Creation: Launched/operated Douyin (TikTok) & Xiaohongshu (RED) accounts focused on original art. Resource Integration: Established designer alliance for industry collaboration. Community Management: Led Freelab Tianjin community (event planning/execution). Operational Support: Coordinated key events and public account management for Tianjin Explorer Running Club. Innovation: Exploring new art-commerce integration models to expand brand influence. Directed design methodologies, workflows, and quality standards for team. Led visual design for retail store rollouts. Oversaw all company visual assets (digital/print) and production quality. Established design specifications and team performance metrics. Mentored team through technical workshops.

Brand Design Supervisor at Tianjin Youaisi Trading Co., Ltd. (FMCG)

May 1, 2019 - February 1, 2022

Service Scope: Creative strategy consulting, brand identity design, packaging design, visual systems. Led brand positioning research, developed full visual identity (logo/VI) and packaging/e-commerce design standards. Directed design methodologies; Led visual design for retail store rollouts; Managed all company visual assets; Mentored team; Coordinated events; Built designer alliance; Led O2O campaigns.

Senior Visual Designer at Tianjin Teemall Shopping Center (Commercial Real Estate)

May 1, 2018 - May 1, 2019

Led visual design for retail store rollouts; managed visual assets; contributed to brand and packaging; supported events and exhibitions.

Graphic Designer at Beijing Haozhishunran Media Advertising (Advertising)

May 1, 2016 - December 1, 2017

Key Clients: Yum China – KFC & Pizza Hut. Designed corporate identities (logos/VI), campaigns, and marketing collateral; directed on-site layouts for exhibitions; coordinated print production and vendor management; supported cross‑department design needs; delivered O2O creative campaigns; Notable projects include Pizza Hut Nanjing 'Confucius Temple' hand-painted postcards and Pizza Hut Nanjing 'Tengfei Shuangqiao' visuals.

Graphic Designer at Meiyu International Communication (Advertising)

June 1, 2014 - May 1, 2016

Graphic design for advertising campaigns, branding, and promotional materials.

Graphic Designer at Beijing Haozhishunran Media Advertising (Advertising)

June 1, 2010 - June 1, 2014

Revamped corporate identity system (logo/VI); designed campaigns for promotions and events; produced marketing collaterals; directed print production; on-site layouts for exhibitions; vendor management; supported cross‑department design needs; delivered O2O campaigns; Notable projects included Pizza Hut Nanjing campaigns and KFC/ Pizza Hut work; WeChat/APP UI designs.

Brand Supervisor at Tianjin Teemall

April 1, 2018 - July 1, 2018

1st Anniversary Campaign; Brand Identity Design; Visual Communication; Packaging Design; O2O campaigns; cross-team coordination; produced event materials.

Design Manager at Youaisi Trading

June 1, 2021 - February 1, 2022

Led Unleashed Organic (US Superfood Brand) – design management; oversaw branding, packaging, and digital design across product lines.

Brand Design Manager at Youaisi Trading

May 1, 2019 - February 1, 2022

Led Douyigu Agricultural Brand – brand design management; built brand identity system; packaging; e-commerce visuals.

Project Lead at Fragrant Porcelain Gateway (Emerging F&B Brand)

March 1, 2025 - Present

Project Lead for an emerging F&B brand; responsible for brand design strategy and implementation.