Preview image. Unlock full-res
A two-panel brand system sheet for a Chinese Spring Festival campaign, pairing a custom rounded Chinese display typeface with a spiky black cat mascot and annotated construction callouts.
Summary
A presentation-style identity sheet that documents a Lunar New Year design language: a custom rounded Chinese display face plus a spiky-furred black cat mascot, both shown with engineering-style callout annotations. It reads like a page from a brand book, not a finished greeting.
Visual description
Two stacked panels on a flat light-grey ground. The upper panel, labeled Typography, presents large custom Chinese characters set with Latin and pinyin, with circular zoom bubbles connected by thin leader lines pointing at specific strokes; underneath sit Happy Spring Festival and a copyright credit dated 2022. The lower panel, labeled Illustration, centers a black cat built from blunt geometric shapes with two round white eyes and a red nose, surrounded by callouts naming its whiskers, antennae-like ears, and bell-eyes. A row of cropped cat-face variations, an action pose, and bracketed character lockups fill the bottom. Palette stays strictly black, white, and greys.
Key takeaway
The annotated-spec presentation: zoom bubbles plus leader lines turn a logo or mascot into a documented system and signal craft. Reducing a festive mascot to blunt geometric black shapes keeps it printable at any size and across merchandise.
Reuse notes
A strong template for presenting a custom typeface or mascot in a brand deck or case study, especially when you want to show the thinking, not just the result. The grey monochrome here is a presentation choice; the actual campaign would likely add the festive red. Use the callout-sheet device whenever you need to justify design decisions to a client.
