How We Crafted a Trendy 2021 Spring Travel Campaign: Design Process & Visual Guide

Design Overview

In early 2021 the Zhixing Spring Travel campaign was launched after about a month of preparation, and this article summarizes the entire design review from concept to visual delivery.

Design Direction

Visual symbols : strengthen Zhixing visual perception and extract activity visual symbols.

Trendy feel : give the overall visual style a fashionable vibe.

Unity with differences : maintain overall consistency while differentiating color tones across series venues.

Activity Decomposition

We dissected the activity using seven dimensions—theme, background, business demands, user groups, user needs, activity category, and activity gameplay—to clarify the overall direction for business lines such as train tickets, flight tickets, membership, and growth.

PRD Review

After understanding the activity basics, we refined the PRD from four angles: theme copy, information hierarchy, interaction logic, and complete flow.

Design Guidelines

From the design direction we derived keywords, set design goals, and explored three style references—line‑drawn retro, lightweight pseudo‑3D, and C4D. The final style chosen was a lightweight pseudo‑3D visual style.

Color : combine traditional spring‑travel red with trendy purple hues, accented by brand blue.

Shape : extract the character “回” from the slogan “回家智在必行” as a core visual symbol, complemented by lanterns for festive atmosphere.

Typography : use Zhixing’s brand font with thick, depth‑enhanced effects for clearer message delivery.

Texture : emphasize a strong light‑and‑shadow feel to convey quality.

Composition : center‑aligned layout highlights the “回” symbol, with surrounding lanterns and clouds reinforcing the spring‑travel mood.

Visual Output and Symbol Application

The “回” visual symbol is applied across hero images, split components, sticky buttons, and other page elements to maintain a unified visual language while supporting business‑specific content.

Conclusion

By building the “回家智在必行” user mindset, the 2021 Zhixing Spring Travel campaign successfully employed a lightweight pseudo‑3D visual style, integrated the distinctive “回” symbol, and delivered a cohesive promotional experience. Future work will track project data and continue to refine design to better understand users and convey design intent.