Design Profile
My name is Xu Zhengfei, a visual and digital media designer. I have been deeply involved in brand visual design, graphic design, interaction design, dynamic visual design and creative programming. I am skilled in cross-media visual expression and have systematically studied the application logic and presentation forms of various media. I always take design thinking as the core and explore the diverse possibilities of visual, technology and creativity.
Education & Research Focus
I graduated from Beijing Normal University Zhuhai Campus with a bachelor's degree in Visual Communication Design and am currently pursuing a master's degree in Creative Computing at the University of the Arts London. My undergraduate thesis focused on the visual expression of mortise and tenon architecture, which helped me accumulate knowledge related to mortise and tenon structures and architecture. I am proficient in SketchUp, Blender, and the entire Adobe design software suite. At the same time, I have systematically studied cross-disciplinary technologies such as web front-end, Arduino, Unity, TouchDesigner, and Python. Currently, I am mainly focusing on rehabilitation training design, exploring the cross-border integration of design, technology and humanistic needs. In my spare time, I love badminton, enjoy the immersive experience of assembling models, and am passionate about researching the gameplay and underlying mechanisms of games. I am also obsessed with movies, believing that they are a more advanced and accessible medium of expression than books. They can convey delicate and diverse emotions and expand new cognitive horizons. All these interests continuously inspire and provide the core for my design creations.
METHOD
Practice-First Philosophy
I have always adhered to the design philosophy of prioritizing practice, firmly believing that practical implementation is far more persuasive than mere theoretical discussion. In the early stage of design, apart from collecting inspirations, I place greater emphasis on exploring genuine personal experiences and emotional feelings. I hold the view that design without the support of core ideas is nothing but a castle in the air. Only by grounding works in real experiences and humanistic feelings can they possess true value and vitality.
Modular Execution & Critical Iteration
Once the creative ideas take shape, I will sort out and summarize the subsequent execution steps throughout the entire process, and build a preliminary framework through forms such as hand-drawn sketches and physical miniature models, ensuring that even if the final product deviates from the initial expectations, it will not stray from the core direction. During the production process, I am accustomed to advancing design and manufacturing with a modular mindset, breaking down the whole into independent units so that the failure of a single module will not affect the overall function and expression. Moreover, after each module is completed, I will invite designers, participants, and ordinary users to conduct experience tests to obtain feedback and make iterative improvements. In my opinion, critical thinking runs through the entire design process and is the core key to continuously improving the work. Before the official implementation, I will have a comprehensive grasp of the entire design and production process to promptly correct any omissions and ensure the final implementation effect.
MONEY HELMETDEVICE
Since the advancement of technology, many people's minds have been distorted by capital, and their thinking about money has been ignored. People gradually get lost in the illusion of money, and only by seeing their own abilities and the essence of money can they truly understand it.
H COVER DEBUGDrag elements on the cover
H LOGO POSITIONSDrag logos to record positions
Brand Design
SU GOU · SUZHOU-THEMED EDUCATIONAL MODEL
Concept
HELMATE frames the helmet as a system of protection, direction, and speed. The cover introduces a quiet technical presence, while the route pages unfold the object logic step by step.
Money andRelationships
Living in society requires financial support. This demand is gradually increasing, and more and more people are tempted by the power of money to do things that betray humanity. Sometimes, we really need to consider whether it's worth it?
ObserveOn-site study at the Humble Administrator's Garden.
DeconstructStudy structural texts and theory.
AssembleHands-on assembly to understand structure.
Each section stays tightly paced so the route reads like a guided path rather than a static poster. Small motion shifts, delayed reveals, and fixed anchors keep the helmet story clear while the page remains cinematic.
Beyond Meat Revenue and Growth Rate
6.55.54.53.52.51.50.5
300%250%200%150%100%50%0%
Revenue (billions of US dollars)Sales growth rate
Dual Standard: Consumption & Carbon
U.S. beef consumption is about 37kg per person per year, nearly 5x the global average (7.5kg) and over 5x China (7kg). Its beef-related emissions are also much higher, which weakens the so-called "environmental" narrative.
Market Signal
Beyond Meat's growth has kept slowing and sales dropped sharply, showing the product has not gained stable mainstream acceptance.
Media Framing & Instrumentalization
Outlets like The Economist and TIME repeatedly politicize food choices, while debates on platforms such as Quora show growing public skepticism toward using artificial meat as a geopolitical narrative tool.
VALUE
RANGE
COST
BALANCE
HELMATE / VALUEx 200 / y 150
Direct Value Hidden Consequence
The first diagram asks whether what we obtain directly is truly the whole value, or only the visible surface of a wider chain. Once money enters the exchange, indirect effects can continue spreading into future choices, daily life, work, and the way people interpret meaning around them.
x: 0 / y: 0
OUTPUT
Value Beyond Price
Different values require different standards of valuation. A higher price often means lower cost-effectiveness, yet for some people, this imbalance does not necessarily create discomfort.
Therefore, the helmet should not only display the price of an item, but also reveal the surrounding data that may influence how a person judges its value.
Price Dial Reckoning
The price dial displays the specific price values identified. The wheel shifts as the recognized items change, and the sound of each gear turning is as jarring and startling as the startup chime of a cash register.
Sometimes, the most straightforward figures can provoke deep reflection and regret in those who had never truly seen them before; only upon looking back does one realize just how many mistakes were made.
Present Cost Future Debt
What we gain always leaves an effect on the people, relationships, and circumstances around us. When that gain exceeds a reasonable range, its influence no longer stays in the present; it begins to move forward, shaping future consequences that may be difficult to reverse.
Excess, in this sense, is not only a material imbalance. It can also become an emotional and moral burden, quietly turning desire into guilt, hesitation, and self-betrayal.
Can You See the Cost
People can be blinded by a large amount of value and make irreversible mistakes. If one can see the cost, can one also see the consequences carried by that value?
Value and cost are not separate figures; they are linked by a hidden scale of conversion. This device attempts to translate that scale, making visible the proportion between what is gained and what must be paid.
Material Notes
AREYOUEATTINGWe need to do somethingTHEREALMEAT?
Core Argument
Public opinion, market data, and production narratives are compressed into one clear evidence layer. The point is not information overload, but one central claim: food discourse is often instrumentalized beyond nutrition itself.
Name & Slogan Logic
"Non-meat" names the product category while also questioning authenticity. If artificial meat becomes a political instrument, is it still meat, or a discourse tool? The slogan ARE YOU EATING THE REAL MEAT? therefore points to both food substitution and narrative manipulation.
The structure follows mortise and tenon logic and translates complex Suzhou garden components into readable build modules with clear hierarchy sequence and stable assembly rules.
SoftwareBlender / CAD / SketchUp / Adobe
Model Faces20,484,849
Model Components368
CAD Edges4,717,923
Component Layout
Credits
Art Direction / 3D Letter Studies / UI Motion Prototype
CLICK TO VIEW IMAGE
Notes
Extended notes, references, and process fragments continue here as a dedicated long-form section.
Participants30
Interviews20
Understanding Rate85%
Garden Educational Information Poster
N Extension
Extra page reserved for N project timing and model staging.
Appendix
Extended appendix for project details, visual proofs, and additional narrative notes.
End Buffer
Reserved page for transition, future appendix, or hidden ending content.
PACKAGE DESIGN
The composition of artificial meat is like a woven cloth, made up of the
weaving between cells, and the weaving effect is applied to the outer
packaging
Are you eat the real meat?NONAre you eat the real meat?MEATAre you eat the real meat?NONAre you eat the real meat?MEATAre you eat the real meat?NONAre you eat the real meat?MEATAre you eat the real meat?Are you eat the real meat?
NONAre you eat the real meat?MEATAre you eat the real meat?NONAre you eat the real meat?MEATAre you eat the real meat?NONAre you eat the real meat?MEATAre you eat the real meat?NONAre you eat the real meat?
"TOOLS"
HammerThe use of moral, political, or environmental arguments as a tool of pressure.
ScrewdriverThe gradual shaping of public perception through ideological influence.
WrenchThe adjustment of market structures through policy, media, and capital.
PliersThe restriction of individual choices through social and moral pressure.
RulerThe measurement and evaluation of people, cultures, and nations through selected standards.
ViceThe long-term constraints imposed by dominant social narratives.
RivetsThe reinforcement and fixation of public beliefs and biases.
Drag the "tools" to view their definitions.
M TRAY PNG DEBUG
Drag PNGs. D toggles. C copies.
OUTPUTS
SUGOU LOADING
0%
ANALYZING00%
NON-MEAT
NON-MEAT
The logo's hidden shape reveals the standard tool thread texture and structure.
The layered textures resemble the shape of 3D-printed meat, much like marble patterns.
The logo's red and white stripes mimic the colors of overlapping meat and fat.
The logo's complex shape resembles prison bars, obscuring the true meaning of "meat."
The brand "Non-Meat" points out and denies that artificial meat is "normal" meat.
Because artificial meat has been used as a tool for political criticism, we want to create a decorative brand that resembles both meat and tools to satirize this phenomenon. Therefore, the concrete expression of using meat as a tool is very appropriate
