60th Anniversary Visual Identity Campaign for Paotongshu Primary School (1961–2021)
For the 60th anniversary celebration of Paotongshu Primary School, we developed a visual communication system inspired by three core keywords: vitality, playfulness, and imagination.
Through the creation of a dedicated IP character system, we aimed to bring the school’s identity to life with a contemporary visual language, while building a flexible framework for long-term application and future expansion.
The IP is rooted in the school’s most symbolic element — the paotong tree. The main character, a little spirit inspired by the tree leaf, forms a narrative world together with the seeds, sprouts, flowers, fruits, and mature trees of the paotong tree. This imaginative ecosystem creates a sense of growth and connection, while the leaf spirit naturally reflects the curiosity, creativity, and developmental stage of primary school students.