Technical Authority,Visual Clarity
For CBMM — the global leader in niobium — I created a cohesive suite of communication assets spanning WeChat OA infographics, event touchpoints, and seasonal campaign materials, proving that technical credibility and visual clarity reinforce each other.
The central challenge was making technical, industrial content feel clear and visually engaging without losing its professional authority. CBMM's materials — niobium R&D findings, event messaging, product communication — needed to read as precise and credible rather than decorative.
An additional layer of complexity was format adaptation: the same visual language had to work across WeChat OA long-form layouts, vertical social posts, event posters, large-format backdrops, and print collateral — each with different hierarchy needs, viewing distances, and production constraints.
Visual LanguageSystem Before Assets
Every deliverable draws from one system: a deep-green base palette, a bilingual type pairing, and the chevron as a structural — not decorative — graphic motif. Understanding the system meant every new format extended the brand instead of fragmenting it.
The chevron works as a structural element — section dividers in WeChat OA long-form, directional bands on banners and event backdrops — never as ornament. Alternating mint and yellow-green keeps forward momentum across every format.
For the CBMM × CITIC R&D Annual Meeting key visual, I shifted the palette from brand green toward blue — a deliberate move under the updated brand guidelines to signal innovation and technology while keeping the green base recognizable.
OA Infographic& Information Design
Translating complex niobium technology into clear, mobile-friendly visual communication — structured as scrollable WeChat OA articles with strong hierarchy and brand consistency.
Seasonal CampaignPosters
Festival-themed poster design within CBMM's brand system — Chinese New Year, Dragon Boat Festival, and product campaign visuals for WeChat OA and official channels.
Campaign RolloutAcross Event Touchpoints
Extending CBMM's brand communication into physical and digital event environments — key visuals, posters, banners, backdrops, and print advertisements for industry meetings and international conferences.
Working on CBMM clarified something important about B2B visual communication: technical credibility and visual clarity are not in tension — they reinforce each other. The design's job was not to simplify the content, but to give it the structure it deserved.
The iterative feedback process — channeled through a project colleague rather than directly with the client — taught me to read between the lines of brief language, anticipate revision patterns, and build enough flexibility into layouts to absorb changes without breaking the system.
Technical Authority,Visual Clarity
For CBMM — the global leader in niobium — I created a cohesive suite of communication assets spanning WeChat OA infographics, event touchpoints, and seasonal campaign materials, proving that technical credibility and visual clarity reinforce each other.
The central challenge was making technical, industrial content feel clear and visually engaging without losing its professional authority. CBMM's materials — niobium R&D findings, event messaging, product communication — needed to read as precise and credible rather than decorative.
An additional layer of complexity was format adaptation: the same visual language had to work across WeChat OA long-form layouts, vertical social posts, event posters, large-format backdrops, and print collateral — each with different hierarchy needs, viewing distances, and production constraints.
Visual LanguageSystem Before Assets
Every deliverable draws from one system: a deep-green base palette, a bilingual type pairing, and the chevron as a structural — not decorative — graphic motif. Understanding the system meant every new format extended the brand instead of fragmenting it.
The chevron works as a structural element — section dividers in WeChat OA long-form, directional bands on banners and event backdrops — never as ornament. Alternating mint and yellow-green keeps forward momentum across every format.
For the CBMM × CITIC R&D Annual Meeting key visual, I shifted the palette from brand green toward blue — a deliberate move under the updated brand guidelines to signal innovation and technology while keeping the green base recognizable.
OA Infographic& Information Design
Translating complex niobium technology into clear, mobile-friendly visual communication — structured as scrollable WeChat OA articles with strong hierarchy and brand consistency.
Seasonal CampaignPosters
Festival-themed poster design within CBMM's brand system — Chinese New Year, Dragon Boat Festival, and product campaign visuals for WeChat OA and official channels.
Campaign RolloutAcross Event Touchpoints
Extending CBMM's brand communication into physical and digital event environments — key visuals, posters, banners, backdrops, and print advertisements for industry meetings and international conferences.
Working on CBMM clarified something important about B2B visual communication: technical credibility and visual clarity are not in tension — they reinforce each other. The design's job was not to simplify the content, but to give it the structure it deserved.
The iterative feedback process — channeled through a project colleague rather than directly with the client — taught me to read between the lines of brief language, anticipate revision patterns, and build enough flexibility into layouts to absorb changes without breaking the system.