Index
00.
01.
02.
03.
04.
05.
06.
Information
Project Gift of Life
Project Deep Dive
Project Tummy Tought
Project The Displacement
Project Broken Brain
Project Mixed Massages
  Zhengqin Li_April
I am a designer who graduated from University of the Arts, studying Graphic Media Design.
I am a graphic designer specialising in poster design, book design, illustration and branding.

Profile 
lzq20030404@gmail.com
zhengqinli.cargo.site
01.Project Gift Of Life
Zhengqin Li
2025Kidney Donation
Brand Identity
Good Brief_Gift Of Life 

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.
02.Project Deep Dive

Zhengqin Li
2025 Book Design
Deep Dive_MOOMIE

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.
03.Project Tummy Tought

Zhengqin Li
2024-2025 3D Modelling/Bruchure/Posters/Animation
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.

Video Link: https://youtu.be/31Fz49LmF1I
04.Project The Displacement
Zhengqin Li
2023-2024 Vodeo/Books/Installation

The project looks at how the anguish of attachment to a foreign location may be communicated through installations and uses a volcano's eruption as a window intothe relationship between volcanoes and this pain. The project was inspired by newsreports that stated some locals were hesitant to leave the area following the eruptiondue to their attachment to it. We looked into more cases, reports, and interviewsregarding the suffering associated with being away from home and examined therelationship between the land, people, and their skin from a variety of angles.

The result will be a book design about the suffering of other countries.a short clipfeaturing interviews during a natural disaster, such as a volcano eruption, and aninstallation that conveys the suffering of distant places.

Video 01 link:
https://youtu.be/CexpcFSajD0

Video 02 link:
https://youtu.be/LCkHsSipZik
05.Broken Brain

Zhengqin Li
2023-2024 3D Modelling/Game
In China's test-based education environment, mostteenagers suffer from sleep disorders as a result of theirbusy high school schedules and the pressure from theirparents. This is due to the fact that the high intensity ofstudy tasks and pressure on teenagers has caused great psychological damage, resulting in many suffering fromanxiety disorders and being unable to fall asleep everynight due to anxiety.

The project ‘Broken Brain’ is an experiential interactive game designed through 3D modelling of objects and scenarios, which allows the audience to immersively experience the anxiety and rigidity that the human brain goes through in its lifetime, thus reflecting the damage that contemporary Chinese test-taking anxiety has caused to the youth's mental well-being.

Video Link:
https://youtu.be/BryFRE8xkw0

06.Project Mixed Massages

Zhengqin Li
2023 Typography Poster Design
Mixed Massage was a practice project I worked on during my second year, focusing on black-and-white typography experiments and poster design. This project emphasized how to design posters and explore the relationships between text elements using only typography—without relying on any images, graphics, or colors.

I was required to create two completely different styles of posters: one in a minimalist style and one in a more complex style. Throughout this project, I concentrated on experimenting with the arrangement of shapes and text, making typography the central concept of the design.