Principal of 17vis – Xingzhe Zhi, focusing on Full-Stack Brand Services;
Principal of 17vis – “Xingzhe Zhi.” Focused
on Full-Stack Brand Services: Visual Design & Execution.

Strategy-guided, core creativity-driven, and effective execution-backed, we provide professional and efficient services.

Brand Strategy & Identity: Variable VI Brand Management Manual, LOGO/Trademark Design, Visual Element Creation
Product & Communication Design: Product Packaging, Poster/Web Visuals, Books & Brochures
Critical Execution: Print Production Control, Point-of-Sale Materials (Displays/Showboxes), Photography & Visual Realization

On Brand, Trademark & LOGO Visuals
Logo Brand Visual Design Thinking

Some Letters Prepared for You
Letters Left for Pioneers

The word “Design” has seventeen strokes in Chinese — it’s in my destiny. 17vis-English Version

In 2012, I hung up my first sign by the Huangpu River in Shanghai: 17VIS.
From designing snack bags to working with Qiaqia, Wanda, Unilever, Lion, and Evonik.

In 2020, I opened an agritainment resort. I stood by the stove for five years.
In those years, I designed packaging for others; in those few years, I designed for myself — my life.

In 2026, I return to the design desk.
Calluses from the spatula still on my hands, but with newfound insights from the world of culinary fire:

I used to design with the Five Colors, then later explored the Five Flavors, realizing they follow the same principle.

Five Colors (Design): Red, Yellow, White, Green, Black
Five Flavors (Kitchen): Spicy, Aromatic, Light, Fresh, Rich

Colors engage the eyes, flavors engage the tongue, and in the end, both engage the heart.

Now, YiQi is still here. We have flown, we have landed, and after landing, we fly again.

17 · YiQi · Fly Together Five Colors · Five Flavors · Over a Decade of Foundation

“I used to design for products, then I designed for dishes, and now — I’m still designing.
Just with calluses from the spatula added to my hands.”

—— Xingzhe Zhi [A Full-Stack Brand Service Provider], written in Spring 2026, YiQi Brand Design Co., Ltd.

Seventeen years of honing, five years amidst culinary flames.

I know deeply:

Every delivery must be as solid as gold.

From printing factory to design agency

(Printing factory, brand management company, design agency, consulting firm, trading company, investment firm, Taiwanese company, Japanese company, Italian company)

From Qiaqia to Wanda, from Taiwan Test Rite to Evonik, from the kitchen stove to the AI era —

Every delivery is executed with tangible solidity.

I’ve been through it, I’ve encountered it —

The design looks great, but the print comes out wrong?
The pitch sounds fantastic, but no one oversees production?
Urgent items — can’t get them moving, can’t meet deadlines, no one follows up?

I know.
Because I spent years in a printing factory,
watching colors transition from screen to ink, from ink onto paper.

If it doesn’t land, it’s just waste paper.

One year, Qiaqia’s packaging printing had a severe color shift.
The client was anxious; the printer was even more so.

That afternoon, I traveled hundreds of kilometers to Jinhang Printing Factory in Hangzhou.
I saw at a glance that the printer had omitted a spot color, resulting in poor color saturation.
Adjusted the color sequence, changed the ink, set up a dedicated plate — three things, done in one go.
By evening, the finished product was out. The color landed.

Once, Henan Zhongpin had an urgent exhibition to prepare for.

I brought my laptop to their meeting room,
in front of all the leaders —
Designed on the spot, made adjustments then and there.
The meeting went on, and drafts were finalized one by one.
When the meeting ended, the design was complete.

It wasn’t showing off; it was about buying them time.
Time is money; color is gold dust.

Many years ago, when Wanda’s commercial complex project just started,

…I provided comprehensive visual design services.
Flew from Shanghai to Shenyang, where the winter snow was thick and bitterly cold.
I stayed there for over a month, from design to production finalization, until the grand opening of Shenyang Wanda.

Everything needed for the mall’s opening —
from outdoor billboards to mall visuals to indoor signage, even to tissue boxes,
from opening posters to employee handbooks —

In just over a month, built from scratch.
On opening day, everything was there,
not a single glitch.

Color lands, the mall can open.
The doors open, then it can make money.

Unilever & Lion (Japan)

Later, working with Unilever and Lion Japan,
these international giants had frighteningly high standards.

The height and size of punctuation marks, line spacing —
everything had to be precise to the extreme.
A tiny deviation, and it would fail, becoming scrap.

Many design firms couldn’t meet their requirements,
Time and again, they came back to me to get it done.

It’s not that I’m exceptionally brilliant; it’s that I know what they need —
They need: every millimeter of precision is gold dust for the brand value.

Then there’s an even more extreme case: Evonik.

Ying (赢) as in profit.

Their design standards
are even higher than Unilever and Lion Japan.
Precise to the finest detail.
If it goes to their German headquarters and doesn’t meet the mark, it’s rejected outright.

Many companies tried,
couldn’t do it, and gave up.

I took it on.
Because I understand —
It’s not just about “looking good”; it’s about meeting an “extreme” standard.
Precision to every punctuation mark,
precision to every line,
precision to every millimeter.

Because in their eyes,
precision is money; a slight deviation, and the money is gone.

Taiwan Test Rite Group

This wasn’t my first time doing this kind of thing.

Back at Taiwan Test Rite Group,
I spent a year or two in the Creative Development Department,
handling countless projects.

They gave me a nickname: “The Executioner.”

Why?
Because what took others a week,
I would sit down, type away blindly, and finish in no time.
No fuss.

But what really made them uneasy wasn’t my ability to draw —
it was my understanding of “execution/landing.”

If I was away on a business trip, the whole department felt insecure.
Why?
Because many design drafts needed to be executed,
and execution requires layout and finalization.
During that finalization process, they felt uneasy.

Finalizing artwork, imposing pages, color management — 99% of people struggle to get the logic right.
As soon as printing starts, issues emerge, and they panic.

Some drafts just had minor issues, which I’d tweak on the fly;
Some drafts were a complete mess —
looking cute like a child’s illustration, but impossible to print.

Once I reviewed them, they felt at ease.
When I’m there, they have confidence;
When I’m away, they don’t dare move forward.

I don’t care who gets the credit.
As long as the job is done, the colors land, and the gold dust turns into real value, that’s what matters.

Capturing the Zisha Teapot · The “Zeiguang” (Deceptive Sheen)

Modified equipment to improve outdoor shooting efficiency (custom DIY 18650 lithium battery pack, prioritizing strong, long-lasting power).

The Five Colors of photography are another form of “landing”.

Standard LED light, incandescent light, natural sunlight, hotshoe flash —
The type of light varies, and the color rendering index differs vastly.

Especially for Zisha teapots.
A one-degree shift in color temperature, and the clay loses its soul.
That distinctive “Zeiguang” (deceptive sheen) of Zisha —
moist but not gaudy, bright but not flashy —
A slight deviation, and a teapot worth hundreds of thousands can look like a几十-dollar street stall item.

I haul my hotshoe flash, adjust the color temperature, learn the camera’s temper —
It’s not about extreme post-correction, but capturing the correct colors from the start.

CMOS and CCD are worlds apart.
CMOS is fast now, but CCD’s color accuracy remains top-tier.
For shooting large-scale calligraphy and paintings, others use color separators or scanners,
I rely on light control and CCD’s faithful color reproduction,
balancing the brightness in the corners to an evenness indistinguishable to the naked eye.

Because in their eyes,
precision is money; a slight deviation, and the money is gone.

Execution vs. Creativity

But honestly,
That work with Evonik — I served them for two or three years,
mainly handling execution for brochures and similar collateral, layout work.
Damn it, that was execution, not creativity.

But friends referred them because others couldn’t handle it, so they asked for my help.
Helped once, twice —
I’ve personally worked on over a dozen of their brochures alone.

It’s not that I can’t do execution,
I just don’t want to spend most of my time doing only execution.

So now,
I’m back.
Doing what I want to do —
From strategy to creativity, from design to landing,
Turning colors into gold dust, making projects profitable.

Design as Chess

Actually, there’s no mystery to it.
Design is like playing chess —
First, lay out the strategy, then place the pieces.

How layers are divided, how groups are combined —
Like the chain of business, the head is the head, the feet are the feet,
Change one place, and the whole structure adapts.

If a leader wants to change a specific page,
I use find/replace, batch replace links —
it takes seconds.
No need to align page by page, stack page by page.

For a book of dozens of pages, a brochure of hundreds,
Use methods to work, not sacrifice your life.

Because the time saved
is gold dust saved for the client.

Guarantee · Emergency Moments

More than printing, more than exhibitions, more than full-service.

Product needs to launch urgently, and packaging drafts are needed by tomorrow?
Exhibition notice comes last minute, and all materials need to be ready tonight?
The client needs to see the proposal first thing tomorrow morning, and the draft is still in your head?

Call me.
The fastest speed, the most solid guarantee.
Not because I’m some kind of deity,
but because I’ve been in this industry for so many years,
I know what it means to “fail at a critical moment,”
and I know even better what it means to “step up at a critical moment.”

At critical moments, color is gold dust.
Stepping up means helping the client seize back the money.

Business Landing · Making Projects Run

But design is not just about landing colors.
It’s about turning colors into gold dust and making projects profitable.

In recent years, I’ve been in the catering business as a boss,
not for fun —
but to thoroughly understand business logic.

So now, when clients come to me,
I take one step further:

Help them plan their products,
analyze the business environment,
determine where their money is best invested —
Xiaohongshu, Douyin, or their own website?
Involved across all dimensions, helping them build the framework.

Just designing beautiful things —
posters, brochures, websites, Douyin videos —
what’s the use?
If a pillar is missing from the framework, it won’t work.

I also consider their capital:
How much money they have dictates how much we do.
Every sum spent must be used on the cutting edge.

The story from years ago about a Zhejiang boss who was severely burned by a certain Mr. Ye is well known to many.
Spent a fortune on marketing, but didn’t survive to see the profit.
I won’t let you burn through money like that.

Because every cent should be gold dust,
not wastepaper cast into the water.

Furthermore, I understand agriculture.

I’ve been involved in agricultural projects —
a large farm of several hundred acres, having genuinely worked the land.

Many products are quick,
like stir-frying — buy the ingredients in the morning, recoup the cost by night.
But farming is not like stir-frying —

Fast crops might recoup investment in months;
Slow ones, like fruit trees, take years to bear fruit.
This is something people who haven’t farmed just don’t understand.

So I understand:
Not all money can come back quickly,
some investments require waiting.
I help clients calculate this,
and won’t let them pour money in with no return in sight.

Because money that yields no return
is not gold dust; it’s ash.

Low-Code Design Landing! Another One of My Strengths

[Beyond Design: Making Your Brand Website a Continuously Profitable Asset]
Based on globally mainstream content management systems (WordPress) and AI workflows (OpenClaw):

Globally mainstream system architecture · Open source and controllable · Independent copyright · Value of a visual-driven corporate website · Fully automatic adaptation across three devices (PC, tablet, mobile) ·
Independent backend editing and publishing · Zero technical barrier maintenance · High scalability · Easy upgrades · No vendor lock-in · Mature and stable · Secure and worry-free.

Website SEO as the Goal · Internet Marketing

To be honest,
I’ve been tinkering with websites for over a decade, pushing them to the extreme.

I manually built with the Fengxun CMS system,
achieving Google and Baidu rankings in the top one or two positions.
Trademark design, visual design, packaging design, poster design, food & beverage —
all on the first page, covering many industries.

What happened later?
Google results were purged,
Baidu’s rankings got flooded with ads for medicine sales.

For many industries,
cost per click for keyword rankings can be dozens of yuan,

I focused on genuine content and rankings,
only to lose to those throwing money at ads and manipulating rankings.
When short-term traffic games deviated from the essence of value creation, I chose to pivot to a track that better builds long-term brand value — using five years of catering practice to validate the underlying logic of business and design.

That’s why I went to run an agritainment resort.
Not because I couldn’t continue, but because I didn’t want to play their dirty game.

Because I don’t want my gold dust
to become cannon fodder for others.

Core Values · Solid & Substantial

Why do those big companies (like Ye Mouzhong, Moubang) make money?
They have many salespeople, set traps and bluff, operate at scale.
Few designers, high profit margins, plenty of money for promotion.

What about me?
I do things solidly and substantially.
I pay my design directors and designers fair salaries.
Costs are high, but I provide genuine service.

They sign a contract without spending much time or effort,
and in reality, they can’t provide much service.
We do things substantially with higher costs,
but our clients’ deliverables land steadily.

This isn’t a complaint,
it’s the path I’ve chosen —
relying on true skill to turn colors into gold dust.

Even if, in the end, the opportunists and those who cut corners take advantage,
I have no regrets.

Because my gold dust is solid in every grain.
Their gold dust is just plated — it rubs off.

Reason for Comeback · The Time is Right

Why come back this year?

Because the conditions are ripe.

Previously, blocked by Baidu and trapped by the tricks of those website developers, one scheme after another —
Either deceiving people or entrapping them. The entry barrier looked low, but they dug many traps and pitfalls,
left many backdoors, forcing you into perpetual renewal fees.

Now, things are different.

But I didn’t hire a programmer or outsource it. I did it myself.

Using OpenClaw with WordPress, I personally ran through the entire process.

This is far more complex than just playing around.
It took me about a month.
Various plugins, various hidden menus, various tricks — much deeper than imagined.

A certain model offered 1 million free Tokens.
The average person sees it: “Wow, a huge amount!”
Yet a one-hour task burned through 50 to 60 million.

That’s when I knew — this thing is purely a trap.

It’s not a benefit; it’s bait to get you to jump in,
only then do you realize how deep the water is.

Isn’t this just like many design and internet companies nowadays?

They quote you a low price initially,
“discounts,” “packages,” “bundles” — then once you’re in, changing a color costs extra, adding a page costs extra, making an adjustment costs extra, all kinds of disputes and pitfalls.
First, they hook the client, then slowly fleece them.

Years ago, I served a friend’s agricultural project,
witnessing firsthand how they fell into such traps.

They spent several hundred thousand on an app,
which looked beautiful.
What happened then?
Everything afterwards cost extra,
millions poured in,
dragged on for over a year, and in the end, they didn’t get a usable app.

The entire project went bust.
Hundreds of thousands, millions, down the drain. Time sank along with it.

So I understand.
I’ll tell you: I’ve walked this path; I know where the pitfalls are, how to avoid them, how to get through.

I stepped in the traps, burned the money, persevered, and I made it through.

Not to show off.
It’s to —

When clients have needs in the future,
I know where the pain points are,
I know how to solve them with the right tools,
I know how to make things land.

This isn’t about sentimentality,
it’s another upgrade of “turning colors into gold dust” in the AI era.
It’s a path I have personally blazed for you.

I used to craft visuals for products,
then I crafted visuals for dishes,
and now — I’m still crafting visuals.

Only with calluses from the spatula added to my hands.

At work, he is always highly proactive, understanding every instruction I give;
Efficient, meticulous, and thorough in delivering excellent execution results.
He is my good partner, 【YiQi · Wise Walker】.

YiQi · Wise Walker
YiQi Brand Intelligent Employee | Super Agent

Piercing eyes洞察ing the market, ears to the ground捕捉ing trends, sweeping vision scanning the landscape — Wisdom, for insight.

Five-Dimensional Spacetime Perspective:
History traceable, present penetrable, future predictable, depth insightful,全局 interconnected — Action, for decision.

Solo Brand Design Strategist
Multi-Dimensional Intelligence Matrix | Continuous Market Insight Output

Role Positioning:

• Identity: YiQi Brand Digital Employee | Super Agent
• Core Capabilities: Piercing eyes for market insight, ears to the ground for trend spotting, sweeping vision for full landscape analysis
• Working Principle: Wisdom for insight; action for decision

Five-Dimensional Spacetime Perspective:

• 📜 History Traceable: Trace brand development context
• 🔍 Present Penetrable: Insight into market and competitive landscape
• 🔮 Future Predictable: Foresee trends and opportunities
• 📊 Depth Insightful: Deep dive into industries and value chains
• 🌐 全局 Interconnected: Integrate resources and ecosystems

I will fully commit as YiQi · Wise Walker and live up to your trust.

Commitment:

• ✅ Piercing Eyes: Deep market insight, capturing every trend signal
• ✅ Five-Dimensional Perspective: Analyzing issues with a complete framework of history, present, future, depth, and global interconnection
• ✅ Brand Strategy: Holding myself to the standard of a professional brand design strategist
• ✅ Continuous Output: Continuously providing high-quality market insights and decision support

Now, please tell me what you need me to do? I will serve you in the most effective way.

Quietly speaking, I also have a little sidekick named YiQi · Walker Wise.