YiiEC

YiiEC was not just launching an event — it was launching a narrative.

The competition needed to:

• Establish credibility across multiple international startup ecosystems (London, Singapore, Toronto, San Francisco, etc.)
• Attract global founders, incubators, and investors
• Build a professional, scalable identity system that could function across digital platforms, physical events, and multilingual environments
• Visually balance Yunnan’s regional identity with global innovation aesthetics
  

There was no existing unified system — only fragmented visuals and evolving ambitions.

To create a cohesive, internationally resonant brand system that would:

• Position YiiEC as a world-class innovation competition
• Enhance global recognition and investor trust
• Increase application conversion rates
• Support rapid international expansion with consistent branding

As Chief Designer, I led the complete brand strategy and execution, including:

1. Brand Identity & Logo System

• Designed the YiiEC logo and full visual identity system
• Integrated Yunnan’s geographic and cultural context into a modern, globally legible framework
• Developed scalable brand guidelines for digital and print applications
  

2. International Event Branding

• Directed visual identity rollout across five global startup hubs
• Designed event systems including stage visuals, marketing materials, digital assets, and presentation templates
• Ensured brand consistency across international partners and media
  

3. Website UX/UI Strategy

• Designed and optimized a multilingual website
• Simplified application flows and improved mobile responsiveness
• Increased application completion rate by 35%
  

4. Strategic Brand Governance

• Oversaw final approvals for global visual deployment
• Maintained alignment between marketing, investor communications, and public presence
• Ensured consistency across 600+ project submissions from 36 countries and 40+ incubator partnerships