Shanghai Language Heritage: Huxiaoyan Branding Design

This research considers Shanghai dialect as part of cultural heritage, reflecting local culture and identity. Through an illustrative character ‘Huxiaoyan’, this project explores the usage of local language in dynamic aspects of daily life. The branding strategy aims to encourage young age groups to use own native language more often to promote Shanghai cultural heritage through local language. The work responds to a project set by Dr Robert Harland and Dr Johnny Xu, and directed by Dr Zhang Xuequing at Tongji University College of Design and Innovation, as part of the AHRC-Newton Fund Repositioning Graphic Heritage research project between Loughborough University (UK) and Tongji University (China).