This article examines the Baidu Search team’s “One Orange” IP case, revealing why they shifted from a traditional, labor‑intensive pipeline to an AI‑driven process, how multimodal models, LoRA and ControlNet enabled massive innovation and efficiency gains, and what this means for designers and the broader industry.
This case study details Baidu’s ‘Ask‑Ask’ real‑time consulting platform’s IP character upgrade, outlining the background, design strategy, refined personality traits, visual enhancements, activity applications, UI integration, and AI‑driven production improvements, demonstrating how a more emotive, youthful avatar strengthens user connection and expands brand impact.
Recruit Cat, a B‑side recruitment app, leverages a Chinese‑style IP and blind‑box concept to convey positive energy, warmth, and fun, turning the brand into an emotional carrier that resonates with CEOs, managers, and HR, ultimately boosting user affinity and product reputation.
The JDC IP design salon gathered industry experts from Tencent, QQ Family, King of Glory, Quirky Goose, Penguo, and JD to share practical insights on creating, managing, and monetizing corporate IPs, highlighting design strategies, branding challenges, and the value IP brings to businesses.
