Shixin Liang

Brand & Digital Marketing Design — Echowall (Heidelberg University)

Project Overview — Building a Consistent Brand Experience Across Web, Social, and Print

Transforming Research Articles into Visual-First, Shareable Content

Pain Points:
Low engagement and declining readership caused by long-form, text-heavy research articles, limiting shareability and content reach.

Solution:

Transformed long-form articles into visual-first content with interactive charts, maps, and concise summaries

Designed reusable content modules using HTML, CSS, and JavaScript for scalable publishing

Applied layout systems and information hierarchy to support faster scanning and clearer messaging

Stakeholders:
University Vice President, Project Leaders, Authors, Developer

Impact:

+60% growth in monthly readership

Increased content engagement and reading depth (from ~20% to ~40%)

Enabled the redesign and relaunch of 40+ research articles

Supported 6 project initiatives with consistent, campaign-ready content formats

3D Logo Animation

The animation features dynamic geometric elements that gradually come together, building the Echowall logo in a smooth, organic manner.

Echowall Podcast and YouTube cooperation

Responsible for designing the podcast cover, conducting and recording interviews, and editing audio in post-production. Also managed the distribution across multiple platforms and embedded the audio on the Echowall website alongside text versions.
The podcast can be listened to on Spotify Echowall Podcast.

YouTube cooperation with @qinchuanyanta

Poster Template Design - Echowall Project

The templates reflect a modern, minimalist aesthetic while maintaining consistency with the project’s visual identity. The use of bold colors and geometric forms ensures that the posters are both visually striking and aligned with the project's branding.

Roll-up design - Echowall Project

Magazine - Echowall Project

Led the layout design and typography of Echowall magazine, managed color calibration, paper selection, and coordination with printing houses for high-quality print production.

Flyer design - Echowall Project

Created flyers for academic conferences that reinforced visual identity and served as lasting takeaways for attendees.

International Conference

Created campaign visuals for virtual and in-person international conference.

UI/UX designer and web developer - Photo Workshop 2022

Applied UX principles to streamline the attendee experience for an international symposium—designing an accessible, timezone-responsive website and coordinating across academic, technical, and communications teams to ensure a consistent and intuitive user journey.

Graphic design projects - Institute of Chinese Studies Heidelberg University