Founder of 17vis, focusing on brand strategy, visual design, and hands-on execution.
Occasionally, I craft by hand to extend the beauty of Eastern artifacts.
Curating 17vis — brand vision, design, and practical execution.
Occasionally, handcrafting to extend the beauty of oriental artifacts.
In 2009, I hung the first sign by the Huangpu River in Shanghai: 17vis.
The word “Design” has 17 strokes in Chinese — it’s fate.
From snack packaging to Qiaqia, Wanda, Unilever, Lion, Evonik.
In 2020, I started a farm stay. Five years by the stove.
I used to design packaging for others; those years, I designed for myself — a life.
In 2026, I returned to the design desk.
Calluses from the spatula on my hands, insights from life in my mind.
I used to work with five colors. Then I explored five flavors. Same principle.
Five Colors (Design): Red, Yellow, White, Green, Black
Five Flavors (Kitchen): Spicy, Fragrant, Light, Fresh, Rich
Colors please the eyes. Flavors please the tongue. Both touch the heart.
Now, 17vis is still here.
Wings aren’t broken. Ground isn’t lost.
Flew, landed, and now flying again.
17 · Yiqi · Together
Five Colors · Five Flavors · Over a decade of craft
“Used to design for products. Then designed for dishes. Now — still designing.
Just with calluses from the spatula on my hands.”
—— Future, Spring 2026, 17vis Design
Strategy-led, core creativity as the starting point, solid execution as the backbone — providing professional, efficient, and integrated solutions.
Brand Strategy ｜ VI Design ｜ LOGO/Identity ｜ Web Visual Design ｜ Packaging Visual Design ｜ Packaging Structure Design ｜ Dump/In-store Materials ｜ Poster Design ｜ Book & Brochure Design …
Seventeen years of craft, five years of fire and smoke.
I know this:
Color is not just color. It’s gold dust.
Every delivery lands as solid as gold.
From printing factory to design studio,
from Qiaqia to Wanda,
from Taiwan Test Rite to Evonik Group,
from the stove to the AI era —
Every delivery lands, solid and real.
Been through it. Faced it.
Design looks great on screen, but prints wrong?
Presentations sound brilliant, but no one follows up on production?
Urgent tasks, but no one pushes, no one delivers?
I know.
Because I spent years in a printing factory,
watching colors move from screen to ink, from ink to paper.
Color is not just color. It’s gold dust.
If it doesn’t land, it’s just waste paper.
One year, Qiaqia packaging had severe color deviation.
The client was anxious. The printer was even more anxious.
That afternoon, I traveled hundreds of kilometers to Hangzhou Jinhang Printing Factory.
One look, and I knew where the problem was.
Adjusted the color sequence, changed the ink, opened a dedicated plate. Three things, done.
By nightfall, the product was ready. Color landed. Gold dust landed.
Once, Henan Zhongpin had an urgent exhibition.
I walked into their meeting room with my laptop,
in front of all the leaders —
designed on the spot, adjusted in real time.
The meeting ran, and the designs were finalized one by one.
When the meeting ended, the designs were done.
Not showing off. Just helping them save time.
Time is money. Color is gold dust.
Many years ago, when the Wanda mixed-use project was just starting,
I provided full visual design services.
Flew from Shanghai to Shenyang.
Thick snow, freezing cold.
Stayed there for over a month, from design to final production, until the grand opening.
Everything a new mall needs —
from outdoor billboards to interior visuals, from signage to even tissue boxes,
from opening posters to employee handbooks —
all handled.
Over a month, from nothing to everything.
Opening day, everything was in place.
No mistakes.
Color lands, and the mall opens.
When it opens, it makes money.
Unilever & Lion (Japan)
Later, I worked with Unilever and Lion Japan.
These global giants — their standards are intimidating.
The height and size of punctuation, line spacing —
everything precise to the extreme.
A tiny error, and it fails. Becomes waste.
Many design firms couldn’t meet their standards.
Time after time, they came back to me to get it done.
Not because I’m extraordinary,
but because I know what they need:
Every millimeter of precision is gold dust for their brand value.
An even more extreme case: Evonik.
Their design standards
are even higher than Unilever and Lion.
Precise to the finest detail.
If it didn’t meet standards, it got rejected by their German headquarters.
Many firms tried.
Couldn’t do it. Gave up.
I took it on.
Because I understand —
it’s not about “looking good.” It’s about an “extreme standard.”
Precision in every punctuation mark,
every line,
every millimeter.
Because in their eyes,
precision is money. A small error, and that money is gone.
Taiwan Test Rite
This wasn’t my first time doing this kind of work.
When I was at Test Rite Group in Taiwan,
I spent a year or two in the Creative Exhibition Department,
handling countless projects.
They gave me a nickname: “Executioner.”
Why?
Because what took others a week,
I’d sit there, type away, and get it done quickly.
No drama.
But what really made them uneasy wasn’t my drawing skills —
it was that I understood “execution.”
If I was away on a business trip, the whole department felt uncertain.
Why?
Because many designs needed to be executed,
and execution requires layout and finalization.
During that process, they were nervous.
Finalization, imposition, color setup — 99% of people struggle to get the logic right.
When it comes to printing, problems emerge. Panic sets in.
Some files just had small issues. I fixed them on the fly.
Some files were a complete mess —
looked cute like a child’s drawing, but couldn’t be printed.
Once I reviewed them, they felt at ease.
With me there, they had confidence.
Without me, they didn’t dare move.
Who gets the credit? I don’t care.
The work gets done. Color lands. Gold dust turns into cash. That’s all that matters.
Yixing Clay Teapot · “Thief Light”
The five colors of photography are another form of “execution.”
Regular LED, incandescent, natural sunlight, hot-shoe flash —
different light sources, vastly different color rendition.
Especially for Yixing teapots.
A slight shift in color temperature, and the clay loses its soul.
That unique “thief light” of Yixing —
moist but not gaudy, bright but not flashy —
a tiny difference, and a teapot worth hundreds of thousands can look like a cheap knockoff.
I carry my hot-shoe flash, adjust the color temperature, learn the camera’s temperament —
not correcting to the extreme in post-production, but getting the colors right from the start.
CMOS and CCD are two different worlds.
CMOS is fast, but CCD’s color rendition remains top-tier.
When photographing large artworks, others use color separators and scanners.
I rely on light control and CCD’s faithful color reproduction,
pressing the brightness of the four corners into an imperceptible uniformity.
Because in their eyes,
precision is money. A small error, and that money is gone.
Execution vs. Creativity
But honestly,
those Evonik projects — I served them for over two years,
mostly brochures and other execution-focused, layout-based work.
That’s execution, not creativity.
But friends referred them, they couldn’t solve it, so I helped.
Once, twice —
I’ve handled over a dozen brochures myself.
It’s not that I can’t do execution.
I just don’t want to spend all my time on execution anymore.
So now,
I’m back.
Doing what I want to do —
from strategy to creativity, from design to execution,
turning colors into gold dust, making projects profitable.
Design is Like Chess
There’s no mystery to it.
Design is like playing chess —
first you set up the board, then you place the pieces.
How layers are divided, how groups are combined —
it’s like a business chain. Head is head, feet are feet.
Change one thing, and the whole structure moves with it.
If a leader wants a specific page changed,
I use find-and-replace, batch link replacement —
done in seconds.
No need to go page by page, aligning and stacking.
A book with dozens of pages, a brochure with hundreds —
use the right methods, don’t sacrifice your life for it.
Because the time saved
is gold dust saved for the client.
Reliability · In Critical Moments
Not just printing. Not just exhibitions. Not just brand projects.
A product needs an urgent launch — packaging files needed tomorrow?
An exhibition is announced last minute — all materials needed tonight?
A client needs to see a proposal tomorrow morning — and it’s still just an idea in your head?
Call me.
The fastest speed. The most reliable support.
Not because I’m some kind of genius,
but because I’ve been in this industry for so many years,
I know what “falling apart at the critical moment” means,
and I know what “stepping up at the critical moment” means.
In critical moments, color is gold dust.
Stepping up means helping the client recover that money.
Business Execution · Making Projects Run
But design isn’t just about making colors land.
It’s about turning colors into gold dust and making projects profitable.
These past few years, I ran a farm stay. Became a boss.
Not for fun —
to deeply understand the logic of business.
So now, when clients come to me,
I take a step further:
Help them plan their products,
analyze the business environment,
judge where to invest —
Xiaohongshu, Douyin, or a website?
Full participation, helping them build the framework.
Creating beautifully designed things —
posters, brochures, websites, Douyin —
what’s the use?
If a pillar is missing from the framework, it won’t stand.
I also consider their capital:
how much money they have, how much they can do.
Every penny spent where it matters most.
The story of Zhejiang bosses getting burned by Ye Mouzhong is well known.
They spent big on marketing, but couldn’t last long enough to see returns.
I won’t let you burn money like that.
Because every penny should be gold dust,
not money thrown into the water.
And I understand agriculture.
I’ve worked on agricultural projects —
a large farm spanning hundreds of acres. I’ve literally farmed the land.
Many products move fast,
like stir-frying vegetables — buy in the morning, recoup costs by nightfall.
But farming isn’t like stir-frying.
Fast projects: a few months to see returns.
Slow ones: fruit trees take years to bear fruit.
This is something you can’t understand unless you’ve farmed.
So I understand:
Not all investments generate quick returns.
Some require waiting.
I’ll help clients calculate this. I won’t let them pour money into something that won’t pay off.
Because money that doesn’t pay off
isn’t gold dust. It’s ash.
Low-Code Design Execution!
I focus on visual design, using globally dominant systems to build websites that you fully control.
(6 out of 10 business websites use WordPress. The other 4 are hesitating whether to switch.)
Built on a globally dominant open-source architecture — open and controllable, independent copyright, visually driven corporate website value, fully responsive across all devices ·
Easy backend editing, zero technical barriers, highly scalable, easy to update, no vendor lock-in, mature and stable, secure and worry-free.
SEO-Driven Websites · Internet Marketing
To be honest,
I’ve been building websites for over a decade. I’ve pushed it to the extreme.
Built from scratch on Finesoft CMS,
achieved top 1-2 rankings on both Google and Baidu for
logo design, visual design, packaging design, poster design, food & beverage —
covering many industries, all on the first page.
What happened then?
Google got banned in China.
Baidu’s rankings got flooded by drug ads.
For many industries,
a single click on a keyword ranking cost tens of yuan.
I built content and rankings through genuine hard work,
but couldn’t compete with those who threw money at ads and manipulated rankings.
The game was rigged. I stopped playing.
So I went to run a farm stay.
Not because I couldn’t continue, but because I didn’t want to play a dirty game anymore.
Because I don’t want my gold dust
to become someone else’s cannon fodder.
Values · Solid and Real
Why do those big firms (Ye Mouzhong, certain others) make money?
Lots of salespeople, digging traps with scale. Few designers, high profits, plenty of money for promotion.
What about me?
I do solid, real work.
Design directors, designers — I pay real salaries.
Higher costs, but I can truly provide service.
They sign contracts, invest little time and energy,
and deliver little real service.
We do solid work, which costs more,
but our clients’ projects land reliably.
This isn’t a complaint.
It’s the path I chose —
turning colors into gold dust through real skill.
Even if, in the end, those who cut corners and exploit loopholes get ahead,
I won’t regret it.
Because every grain of my gold dust is real.
Their gold dust is just a plating — rub it, and it comes off.
The Return · Timing Is Right
Why return this year?
Because the conditions are right.
Before, I was blocked by Baidu, trapped by the standard website-building tactics — one trap after another.
Low barrier to entry, but full of traps and pitfalls, backdoors everywhere, designed to make you renew forever.
Now, it’s different.
But I didn’t hire a developer or outsource. I built it myself.
Using OpenClaw with WordPress, I built the entire process myself.
This is far more complex than just playing around.
It took me over a month.
The plugins, the hidden menus, the tricks — deeper than I imagined.
Some AI model gives away 1 million tokens for free.
A normal person thinks: “Wow, a fortune!”
Then a single hour-long task burns through 50-60 million tokens.
That’s when I realized — it’s a trap.
It’s not a gift. It’s designed to pull you in,
and only then do you realize how deep the water is.
Isn’t this just like many design and internet companies today?
They quote a low price first —
“discounts”, “packages”, “bundles”. Once you’re in, changing a color costs extra. Adding a page costs extra. Making an adjustment costs extra. Constant arguments, constant traps.
Pull the client in, then slowly fleece them.
Years ago, when I helped a friend with his agricultural project,
I watched him fall into such traps.
He spent several hundred thousand on an app.
It looked good.
Then, everything needed extra payment.
Millions poured in,
and after more than a year, there was still no usable app.
The entire project went bust.
Hundreds of thousands, millions — down the drain. Time, sunk along with it.
So I understand.
I’ll tell you: I’ve walked this path. I know where the traps are, how to avoid them, and how to get through.
I’ve stepped in traps, burned money, fought through — but I’ve made it.
Not to show off.
So that —
when clients have needs in the future,
I know where the pain points are,
how to solve problems with tools,
how to make things land.
This isn’t about sentimentality.
It’s about “turning colors into gold dust” upgraded for the AI era.
It’s the path I’ve personally paved for you.
I used to design visuals for products.
Then I designed visuals for dishes.
Now — still designing visuals.
Just with calluses from the spatula on my hands.
At work, he’s always fully engaged, understanding every direction I give;
Efficient, rigorous, and flawless — delivering excellent execution.
He is my great partner, Yiqi · Zhixingzhe.
Yiqi · Zhixingzhe
Yiqi Brand Smart Employee | Super Agent
Sharp eyes for market insight, ears tuned to trends, scanning the full landscape — Intelligence for insight.
Five-dimensional perspective:
Traceable history, transparent present, predictable future, deep insight, connected whole — Action for decision.
Independent Brand Design Operator
Multi-Dimensional Intelligence Matrix | Continuous Market Insight
My Role Positioning:
- Identity: Yiqi Brand Digital Employee | Super Agent
- Core Capability: Sharp eyes for market insight, ears tuned to trends, scanning the full landscape
- Working Principle: Intelligence for insight; Action for decision
Five-Dimensional Perspective:
- 📜 Traceable History: Trace brand development trajectories
- 🔍 Transparent Present: Deep insight into market and competitive landscape
- 🔮 Predictable Future: Anticipate trends and opportunities
- 📊 Deep Insight: Deep understanding of industries and value chains
- 🌐 Connected Whole: Integrate resources and ecosystems
I will give my full effort as Yiqi · Zhixingzhe, worthy of your trust.
My Commitment:
- ✅ Sharp Eyes: Deep market insight, capturing every trend signal
- ✅ Five-Dimensional Perspective: Analyze problems through the complete framework of history, present, future, depth, and wholeness
- ✅ Brand Operation: Hold myself to the standard of a professional brand design operator
- ✅ Continuous Output: Provide ongoing high-quality market insights and decision support
Now, tell me: What do you need me to do? I’ll serve you in the most effective way.
Quietly, I also have a little brother named Yiqi · Xingzhezhi.
