: )  Welcome
I’m Siyi Wu, a cultural project strategist and visual designer based in New York & Suzhou. I committed to using storytelling to activate heritage, education, and community engagement.

Current Focus
Cultural Sustainability   
Community Engagement  
Communication
Visual Identity 
Editorial Design
Projects Archive
Cultural Projects
Graphic Design
Photograph
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Projects Archive  
1.
A24


A24, as an independent film studio known for emotionally intense and genre-defying storytelling. Its films unsettle, surprise, and linger in the mind.

What if a brand could feel like a plot twist?

This A24 rebranding draws from the emotional volatility of its work—intense, unpredictable, and cinematic. A shifting grid system becomes the visual metaphor for suspense and narrative tension.



Brand Identity / Printed Matter/ Campaign 






2.
Peace Hotel


Built in 1929, the Peace Hotel has always known how to make an entrance.

This rebranding distills its architectural rhythm, Art Deco curves, and golden-age charm into a contemporary visual system.



Brand Identity / Printed Matter/ Campaign  /Typography System





3.
Espoir


Most people never finish their bottled water—but somewhere, someone can’t even start.

Espoir rethinks bottled water as both a product and a message: by selling only ¾ of each bottle, we reduce waste and donate the remaining ¼ to communities in need.



Brand Identity /Packaging Design / Typography System / Campaign




4.
Twilight in the Forbidden City


This editorial design project reinterprets Twilight in the Forbidden City through a modern lens—balancing spatial restraint with ornamental detail, and paying tribute to the grandeur of China’s dynastic heritage.



Editorial Design




5.
The Opposite


Minimalism whispers. Maximalism sings.

This editorial project explores how these two aesthetic extremes shape what we see, feel, and value—through layout, content, and the physical act of bookmaking.



Editorial Design /Book Making




6.
This Is Not a Love Story


This editorial project is a quiet rebellion against romantic cliché.

Through fragmented text, spacious rhythm, and typographic experimentation, it explores love as longing, absence, awareness, and contradiction.

It asks: if this isn’t a love story, then what is?



Editorial Design /Book Making




7.
Noguchi Museum


Inspired by the iconic stone from Mr Noguchi, Crack from the stones became the theme of this rebranding project. Showing the status start with instability and find the way to remain in balance.



Brand Identity / Printed Matter / Campaign






8.
Launderland


Launderland is a rebranding project for a New York laundromat, designed to make washing clothes feel simple, warm, and worth staying for.



Brand Identity / Printed Matter / Campaign