e心办
Visual Identity & Digital System for a Public Service Platform
Commercial Project
, 2022 - Now
Brand Identity | Visual System | Digital Product Design
Figma | AI | AE
Brand Identity | Visual System | Digital Product Design
Figma | AI | AE
e心办 is a digital public service platform providing access to government administrative services through a web system and WeChat Mini Program.
While working within a public service institution, I developed the brand identity and extended it into a unified visual and interface system across the Mini Program and communication touchpoints.
While working within a public service institution, I developed the brand identity and extended it into a unified visual and interface system across the Mini Program and communication touchpoints.
Project Context
Context
Design Challenge
e心办 was developed as part of a public service institution’s digital transformation, consolidating multiple administrative services into a unified digital platform serving a large and diverse user base.
Translate unclear and often conflicting stakeholder requirements into a structured and coherent design system, balancing institutional expectations of authority and professionalism with the need for a clear, accessible, and user-friendly digital experience.
Role & Scope
My role covered translating ambiguous stakeholder requirements into a structured design brief, followed by brand identity design, UI system development for the Mini Program, and ensuring visual consistency across digital and communication touchpoints through iterative feedback cycles.
Visual Identity
Logo Design
The mark is constructed from a single continuous stroke that merges the heart and “e”, both derived from the brand name, forming a unified identity system.
Blue represents institutional public service, while red highlights user-facing accessibility and responsiveness.
Blue represents institutional public service, while red highlights user-facing accessibility and responsiveness.
Identity System
Icon System
Brand Applications