Digital
Communication
& Content Design
A digital communication system for the 2025 CellCarta Connect Challenge — spanning WeChat OA invitation, mobile landing page, and reusable content templates, unified by a single visual language across all touchpoints.
The key visual was developed through an AI-assisted concept process. I translated the brief — a biotech event balancing scientific credibility with engagement — into a set of visual priorities, then used GPT and Midjourney to iteratively refine the direction. The final KV was adapted across the landing page and all OA touchpoints.
The central challenge was making biotech-related event communication feel credible, clear, and visually engaging without becoming decorative. CellCarta's materials needed to balance scientific authority with approachability — the kind of trust that comes from structural clarity and careful hierarchy rather than visual complexity.
A further challenge was maintaining visual consistency across formats that serve very different functions: an OA invitation poster that drives awareness, a landing page that explains the event and converts registrations, and a reusable article template that accommodates ongoing content. Each format has its own hierarchy logic and viewing context, but all needed to feel like one system.
Landing Page
& Registration Flow
A mobile-first event page covering the full user journey — from event context and speaker lineup through to registration. Structured in three layers: event overview, speaker & agenda, and registration form.
Event title, date, location and theme — immediate context for the user.
Speaker profiles and topic listing — credibility and content layer.
Registration form — the conversion layer, accessible via CTA.
WeChat OA
Content System
Designed the event invitation poster and a reusable WeChat OA article template in two color systems — red and blue — for pre-event communication across CellCarta's official channel.
CellCarta reinforced something that holds across most client work: the hardest part of digital communication design isn't making things look good — it's making information feel trustworthy at a glance.
Designing a reusable template — rather than a one-off layout — required thinking about how other people would use the system. That shift from "what looks right" to "what works consistently" is one of the more useful things this project taught me.