ZEYU LI is a digital designer operating under 'orichino'. he lives and works in melbourne. shoot a message anytime about almost anything: a legend idea, a coffee chat, a collaboration, a vintage store adventure, or a hainanese chicken rice lunch.zeyu@orichino.com
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oddshapes features a bold, high-contrast visual identity with tightly packed geometric sans-serif typography that transforms words into graphic shapes. The design emphasises simplicity and impact: large, overlapping text blocks and minimal imagery create a modern, urban aesthetic that feels energetic and slightly off-kilter, echoing the festival’s odd and alternative spirit. This identity extends seamlessly across digital, print, and merchandise, maintaining strong visibility and cohesion while appealing to its contemporary audience.
branding
2024
‘...As students, designers are encouraged to make expressive, nuanced work, and rewarded for experimentation and personal voice...But then graduation hits, and many land their first jobs building out endless Google Slides templates or resizing banner ads. The disconnect is jarring – not because the work is beneath them, but because no one prepared them for how constrained and compromised most design jobs actually are. We trained people to care deeply and then funnelled them into environments that reward detachment...’
‘...At the same time, designers are expected to constantly curate a public-facing identity: to brand themselves, stay visible, and make it all look effortless...Personal branding became a kind of silent arms race, one where self-promotion had to be strategic but appear spontaneous...’
Goodspeed E (28 March 2025) ‘Elizabeth Goodspeed on why graphic designers can’t stop joking about hating their jobs’, It’s Nice That, accessed 03 April 2025.
2025 orichino