Zhengqin Li (April)

This project is about a charitable brand focused on kidney donation to strangers. The project is called ‘Gift Of Life’. The core concept of the brand is encouraging adults to donate kidneys to children, giving them a second chance at life. A new kidney symbolises a rebirth gift for children—an opportunity to continue running, growing, and thriving in their new lives.

Since the target audience of ‘Gift Of Life’ is young parents, I chose a childlike illustration style for the overall brand design. This approach helps evoke empathy and emotional connection, encouraging adults to consider donating kidneys to help children.

‘Gift Of Life’ is primarily promoted through online social media—especially Instagram—by posting posters in various design formats. In addition, I produced a range of physical materials such as brochures, business cards, tote bags, and stickers. These tangible items support offline promotion. By combining both digital and physical channels, the brand spreads its message in a more multidimensional and effective way.

For the Deep Dive project, I designed a book centred around my dog, **MOOMIE**. This book focuses on documenting MOOMIE’s daily life to observe and reflect on his emotional changes—such as his favourite spots, toys, colours, and foods.

Since MOOMIE is the one who spends the most time with me in my daily life—always by my side, quietly observing what I’m doing—I wanted to take this opportunity, through the process of designing this book, to reverse roles: to truly observe and spend meaningful time with MOOMIE.

TummyTough is a brand that combines emerging biotechnology with a focus on the health of people's stomachs. TummyTough’s products are extracted from real stomach shapes and sandpaper sanding technology. The products are divided into 5 different grades, from fine to rough density, with the distribution of sanding the stomach from fragile to hard, so that the stomach is more adapted to this era of fast food, able to digest all the food, so that people can get rid of the stomach pain caused by the burden on the stomach after eating and drinking. The brand’s concept of TummyTough is: Make the stomach healthier!

TummyTough is a project that satirises the unhealthiness of food and the irregularity of people’s diet in this fast food era through a critical concept. With the TummyTough model sandpaper design I hope to create a critical resonance that will bring more attention to stomach health issues and change this unhealthy dietary era.