IIIXL Brand Identity
Designer:
Shuli Zheng
Other Contributors:
Khufu Najee (MV Direction)
Roan Collom (Artist Cards)
IIIXL Studio is a 6,600-square-foot creative compound in Brooklyn that merges recording studio, art gallery, and college. Its brand identity aims to capture an academic sensibility while reflecting the founder’s vision of expansion through travel and postal motifs, combined with the handcrafted character of a record label. Positioned as a school for New York’s emerging hip-hop artists, IIIXL provides a space where local talent can exchange ideas, spark inspiration, and present their aesthetics as part of a broader cultural gallery.
Hermès Window Display
2022 Autumn China South Region
Group Project
Shuli Zheng
Tianxin Du
Jingyu Li
Rebecca Bai
My Contribution
· Project Management and Cross-team Communication
· Conception and Slides Presentation
· Sketch
· Modeling and Rendering
· CMF Exploration
Following the 2022 theme “Lightness,” we created a world of warm, light, relaxing, and fruitful autumn.
Details not shown per Hermès’ request.
Index of Independent Cinemas in NYC
Individual Project
· Editorial Design
· Photography
Started summer 2023, and with the inherent interests in films, I decided to make an index of all the independent cinema in New York City as a probe to explore this place.
With the concepts of negative film and orange & teal look, I tried to connect the three major elements in cinemas – Line, light and People. Film is the art of light, lines are guided by the light and form the space for people to appreciate the light.
Spec: 160mm x 210mm
Teahouse and Zen–tea
Individual Project
· Research
·
Editorial Design
· Web Design
Special thanks to Prof. Scott Vander Zee
In this Teahouse and Zen-tea newspaper project, I focused on transmitting both concepts through an eight-page newspaper. I also considered how to effectively combine two languages.
Teahouse and Zen-tea are both deeply rooted in tea culture, but they are intrinsically different. The teahouse acts as a public hub for exchanging information, where people gather to drink tea and chat, creating a bustling atmosphere. In contrast, Zen-tea originates from Buddhism, where monks use tea as a medium for daily practice, emphasizing tranquility and the abandonment of mundane desires. Over time, it became popular among the literati, forming a unique aesthetic alongside Zen painting and calligraphy, focusing on the use of blank space.
My challenge was to blend these two contrasting vibes using typography and implement a bilingual approach.
Knoll Brand Projects
Contributions to Knoll Global Creative Studio
· Editorial Design
·
Social Contents Design
· Photography Retouching Notes
· Research & Collaboration
Special thanks to my dearest mentor Ryan Flores
In 2025 (May–Aug), I joined Knoll’s Global Creative Studio as part of the brand design team—an inside look at how in-house collaboration works and what “brand” really means for a design-led global company.
At Knoll, I worked across social, print, and internal assets. On the digital side, I led social content from image curation to post structure, partnering with copywriters and marketing to keep story and format on brand. I also reviewed Knoll China’s WeChat and RED with a global lens—flagging off-brand executions and suggesting culturally grounded improvements.
On the print side, I developed menus, cards, and labels, creating typographic systems and form explorations that reflected brand tone and context. In parallel, I built an international CMF documentation system in InDesign, using grids, styles, and hyperlink flow to balance brand consistency with user-friendly logic.
I also designed internal image and video assets in the Knoll/MillerKnoll brand language and gave art-direction-level retouching notes on exposure, color, and distortion. Altogether, the internship expanded my technical and creative range—and sharpened my sense of how a heritage design brand stays consistent and relevant across markets.
Knoll Chicago Design Design Days Menu & Food Stand Cards
Knoll Organic Social
Showroom Sample Labels
I created a new set of Knoll showroom sample labels by organizing material data from a provided spreadsheet, prioritizing information according to the brand guidelines, and applying the appropriate typographic system. Since the label quantity was large, I used InDesign’s data merge function to automate the layout process, ensuring consistency and efficiency across the full set.
Knoll International CMF Document
For Knoll Europe, I built an international CMF documentation system in InDesign—essentially translating a mass of product data into a tool that’s logical and usable across markets. The project required structuring typography with styles, grids, tables, and hyperlink navigation, always balancing Knoll’s brand language with user-centered clarity. More than a layout exercise, it was a design solution: problem-solving through typography and system logic to make complex information both consistent and accessible.
