Brand Identity
One of my proven expertise is building thoughtfully crafted, highly customized, humanistic brand identities. Since I delivered a logo with a friend’s family-owned company in the tenth grade, I’ve grown skills and sensitivities by building brands either from the ground up or from a brand with a rich history. In a world where a brand becomes more like a human and a human becomes more like a brand, I like to think of brands as ecosystems that transform in real-time and actively interact with the external environment and all internal elements. It takes a great amount of empathy and resilience to reconstruct it.
My brand design journey was enlightened and honored by Chermayeff & Geismar & Haviv, Arras Foundation, Underplay, Organic, El Pollo Loco, Theatr, Voyager, Fall Risk, among others.
The Arras Foundation was formerly named J. Marion Sims Foundation, the leading philanthropic organization in Lancaster, North Carolina. Arras (AIR-us) is a Middle English word meaning diverse tapestry. The new name reflects the foundation's spirit and the importance of serving all the individuals in the area together.
The Arras Foundation launched its new logo in July 2020.
The logo is a green thread shaped like an “A”, designed by Yaxi. The logo artwork and guidelines were created by Yaxi Xiao and were delivered via Chermayeff & Geismar & Haviv studio in New York, U.S.
“Your creative design, professionalism, and branding package allowed our entire team to feel confident, relevant, modern, and authentic in our change. “
——Macy Whitener, communications coordinator, Arras Foundation
Fall Risk Inc. branding
Fall Risk Inc. is a streetwear label based in New York founded by John Targon — formerly of Baja East, and Marc Jacobs, where he briefly held the position of "creative director of contemporary." The brand theme is described as “Wit, whimsy, wearability." The clothing line concept is based on the ideas of longevity, seasonless clothing, and sustainability.
The brand's debut collections, dubbed in volumes and priced between $145 to $695, is a mashup of Targon's favorite aesthetics from different eras, which he describes as "nouveau vintage," like a cashmere button-down polo henley and matching wide-leg pants that were recently spotted on Bella Hadid.
Yaxi worked briefly as a design intern in the Fall Risk Inc team in 2019 and contributed targeted graphic and video content for the brand on the social media and new volume campaign.
Coeng brand identity
Coeng is a virtual hustling-friendly fast-food brand serving only rice rolls. “Coeng” is the Cantonese name of the rice roll dish. The brand's idea is to invite young people to join a more healthy lifestyle yet keeps the advantages of fast serving principles.
Match point customized typeface
Match point is branded with a customized typeface integrating humanistic strokes and modern geometric forms, inspired by the combination of intensity and elegance in the tennis game.
