@ Zhengren Art Institute

Graphics Design, PR & Partnership

2018-NOW

Deliverables:

Picasso Exhibition Student Guide Program Web Banner

Project Details and Process

As a Partner & Strategic Consultant at Zhengren Children's Art Institute in Nanjing, China since October 2018, I have developed press releases, managed public relations on WeChat, Weibo and official site blogs, accumulated over 10k subscribers for WeChat official account page, 24.3k followers on Weibo

I proposed strategies to redefined target audiences, executed multi-media, multi-platform digital strategies resulting in 150k following while averaging of 10k views per video on our Douyin(TikTok China) page since 2021, established and maintained partnerships with museums and philantrophies, and successfully coordinated the opening event for the Pablo Picasso Exhibition at Beiqiu Museum of Contemporary Art.

Graphic Design

I designed a series of captivating posters for various occasions and events at Zhengren. The Year of the Tiger Collection stands out as a project I am particularly proud of, demonstrating my ability to create visually striking and thematically relevant designs.

Digital Presence

Website Redesign: I led the redesign of the institute's website, collaborating with designers and developers to enhance user experience and implement an immersive virtual gallery feature.

Social Media Strategy with Platform-Specific Approaches:

I led an organic growth social media plan focused on low-budget, high-consistency content across all platforms. Redefined and narrowed down targeted demographics for each platform, tailoring content based on age, interests, and behavior.

WeChat: Targeting both students, parents, and the general public likely to encounter posts through sharing in "friend circles." We prioritize providing well-rounded, thoughtfully documented summaries, updates, and event announcements to generate engagement and inform viewers about programs and opportunities.
Douyin(TikTok): Focusing on a younger audience, we create quick and impactful content to expand reach to students and young adults interested in art education, by showing the fun side of the programs and daily activities and generating organic interactions.
Weibo: Targeting parents and individuals seeking art education through search. We optimized keywords and highlighted member achievements and program offerings.

Wechat Post Sample

Douyin Video Sample

Weibo Post Sample

Partnership Initiatives

In 2021, I facilitated a remarkable partnership between Zhengren Children's Art Institute and the Beiqiu Museum of Contemporary Art (BMCA) to curate an engaging Pablo Picasso exhibition. The display featured 117 paintings, 46 ceramics, and striking photography by Robert Capa, offering visitors a fascinating glimpse into Picasso's life and work.

Student Guide Program:

I proposed and rolled out a program recruiting student volunteers aged 8 to 15 from our institute as exhibition guides and art educators, providing valuable interpersonal learning opportunities for children and creatively enhancing the visitor experience.

As part of the event and logistics planning, I proposed and led the designs of unique and thoughtful merchandise as gifts for guests and student volunteers, fostered a memorable experience and a sense of appreciation for their participation.

Project Details and Process

Project Details and Process Project Details and Process

Graphic Design

Digital Presence

Partnership Initiatives

Project Details and Process