Designing a Vibrant Summer Festival: Inside 58 Home’s UI/UX Strategy

Every summer, 58 Home launches a large‑scale operation called the Summer Life Festival, running on the 58 Home and 58 Tongcheng apps for about one and a half months to boost cleaning, repair, and nanny services during peak demand.

The design team continuously experiments with content and visual expression to strengthen brand perception, convey values, build trust, and influence user habits.

For this promotion, the team established a complete design language centered on the vision of "quality life" and defined the activity’s keywords: summer, refreshing, colorful, and quality life, expressed through the concept of "artistic life".

The campaign was divided into three main phases for cleaning services—pre‑heat, burst, and post‑burst—plus a nanny/maid venue and a game/ranking venue.

Design Principles and Execution

1. Efficient Information Delivery with Motion – To highlight high‑value service packages, the hero image was limited to 464 px height and arranged with text on the left and image on the right, using half‑body poses, exaggerated perspective, forward‑moving animation, and floating effects for strong visual impact.

2. Consistent Brand Symbol – The brand’s light‑particle symbol appears as a halo in the hero image and informs the creation of large‑radius flat components, ensuring visual unity across modules.

3. Vibrant Summer Colors – High‑saturation candy colors paired with contrasting hues create a bold, energetic feel that emphasizes the "colorful" theme.

4. Texture and Material Detail – Updated 3D models of service workers feature richer details and a cooler, translucent material to evoke a refreshing summer sensation, with glass‑like elements throughout the interface.

5. Typography – The custom "Zaozi Gongfang Yuanhei" typeface is used for headings, with larger sizes to convey a bold, refined aesthetic.

6. Page Layouts and Additional Scenes – The burst phase incorporated a Qixi (Chinese Valentine’s Day) themed video‑call scene, while the ranking page presented rules from the user’s perspective. Offline promotions extended the visual concept by replacing 3D avatars with real‑life models.

The Summer Life Festival concluded at the end of August, meeting business goals and delivering a sustained, engaging visual experience that reinforced the brand’s promise of a high‑quality, artistic lifestyle.