ISSAART

Design as Narrative

I'm ISSA — an independent graphic and illustration designer living and working in Shanghai. For over twenty years I've been creating at the seam where commerce meets art, treating every brief not as a problem to solve but as a story waiting to be told.

My practice moves between two worlds. On one side: brand identity — logos, visual systems and packaging for food, beverage and lifestyle brands. On the other: illustration that leaves the page and takes over a room. These days my murals span cities across the country. For years I've created site-specific artwork for TIMS — from the Golden Maple flagship to a different regional story in every new city. The same approach extends to CHAGEE stores across regions, each given its own visual voice.

Before going independent, I spent years in animation as a visual designer and served as visual design director on theatrical animated features — experience that gave me a deep understanding of character creation, IP development and licensing.

Whether it's a logo, a wall or a character, I'm after the same thing: design as artistic narrative — building immersive, multi-layered sensory experiences for brands.

设计即叙事

我是 ISSA，一位独立平面与插画设计师，在上海生活与工作。二十多年来，我一直在商业与艺术的交界处创作 —— 把每一份 brief 都看作一个等待讲述的故事，而非一个等待解决的问题。

我的工作横跨品牌识别与插画。一头是为餐饮、生活方式品牌打造的 logo、视觉系统（VI）与包装；另一头是走出纸面、占据整个空间的作品。如今，我的壁画遍布全国大小城市。多年来为 TIMS 创作空间专属壁画 —— 从 Golden Maple 旗舰店，到每座新城市都讲一个不同的地域故事。同样的方式也延伸到霸王茶姬在不同区域的门店，让每家店都拥有自己的视觉调性。

独立前，我在动画行业做了多年视觉设计师，并担任院线动画长片的视觉设计总监。这段经历让我对角色创作、IP 开发与后期授权有深入的理解。

无论是 logo、壁画还是角色 —— 我追求的都是同一件事：以「设计即艺术叙事」为创作宗旨，为品牌打造沉浸式、多层次的感官体验。

Design as Narrative

I'm ISSA — an independent graphic and illustration designer living and working in Shanghai. For over twenty years I've been creating at the seam where commerce meets art, treating every brief not as a problem to solve but as a story waiting to be told.

My practice moves between two worlds. On one side: brand identity — logos, visual systems and packaging for food, beverage and lifestyle brands. On the other: illustration that leaves the page and takes over a room. These days my murals span cities across the country. For years I've created site-specific artwork for TIMS — from the Golden Maple flagship to a different regional story in every new city. The same approach extends to CHAGEE stores across regions, each given its own visual voice.

Before going independent, I spent years in animation as a visual designer and served as visual design director on theatrical animated features — experience that gave me a deep understanding of character creation, IP development and licensing.

Whether it's a logo, a wall or a character, I'm after the same thing: design as artistic narrative — building immersive, multi-layered sensory experiences for brands.

设计即叙事

我是 ISSA，一位独立平面与插画设计师，在上海生活与工作。二十多年来，我一直在商业与艺术的交界处创作 —— 把每一份 brief 都看作一个等待讲述的故事，而非一个等待解决的问题。

我的工作横跨品牌识别与插画。一头是为餐饮、生活方式品牌打造的 logo、视觉系统（VI）与包装；另一头是走出纸面、占据整个空间的作品。如今，我的壁画遍布全国大小城市。多年来为 TIMS 创作空间专属壁画 —— 从 Golden Maple 旗舰店，到每座新城市都讲一个不同的地域故事。同样的方式也延伸到霸王茶姬在不同区域的门店，让每家店都拥有自己的视觉调性。

独立前，我在动画行业做了多年视觉设计师，并担任院线动画长片的视觉设计总监。这段经历让我对角色创作、IP 开发与后期授权有深入的理解。

无论是 logo、壁画还是角色 —— 我追求的都是同一件事：以「设计即艺术叙事」为创作宗旨，为品牌打造沉浸式、多层次的感官体验。