HotGo Park is a resort located in Shenyang, China. The new underwater-themed park attracted only 30% of the expected visitors in its first year. We set out to increase the daily visitor rate, strengthen the park's identity, and create unforgettable experiences for the target audience.
HotGo Park is a resort located in Shenyang, China. The new underwater-themed park attracted only 30% of the expected visitors in its first year. We set out to increase the daily visitor rate, strengthen the park's identity, and create unforgettable experiences for the target audience.
HotGo Park is a resort located in Shenyang, China. The new underwater-themed park attracted only 30% of the expected visitors in its first year. We set out to increase the daily visitor rate, strengthen the park's identity, and create unforgettable experiences for the target audience.
HotGo Park is a resort located in Shenyang, China. The new underwater-themed park attracted only 30% of the expected visitors in its first year. We set out to increase the daily visitor rate, strengthen the park's identity, and create unforgettable experiences for the target audience.
Art Director
Art Director
July 2018 - June 2019
July 2018 - June 2019
Collaborative effort of 100+ people. Including 7 Product Designers, 12 3D Artists, 10 Landscape Architects, 6 Performance Directors, 5 Costume Designers, 8 Costumer Artisans, 8 Graphic Designers and many more.
Collaborative effort of 100+ people. Including 7 Product Designers, 12 3D Artists, 10 Landscape Architects, 6 Performance Directors, 5 Costume Designers, 8 Costumer Artisans, 8 Graphic Designers and many more.
How might we improve daily visitor rate by creating novel theme park experiences for young adults?
I embarked on a design journey that ultimately doubled the number of daily visitors during non-peak periods and increased SeaWorld's merchandise sales revenue by $1.2 million in the first year. This journey enabled us to explore untapped opportunities, strengthen the park's identity, and create unique experiences for our visitors.
How might we improve daily visitor rate by creating novel theme park experiences for young adults?
I embarked on a design journey that ultimately doubled the number of daily visitors during non-peak periods and increased SeaWorld's merchandise sales revenue by $1.2 million in the first year. This journey enabled us to explore untapped opportunities, strengthen the park's identity, and create unique experiences for our visitors.
HotGo's SeaWorld attracted only 30% of its anticipated visitors in the first year. I embarked on a design journey that ultimately doubled the number of daily visitors during non-peak periods and increased SeaWorld merchandise sales revenue by $1.2 million in the first year.
This journey allowed us to discover untouched territories, build a stronger park identity, and create novel experiences for our visitors.
I was deeply involved from the initial planning to the final execution stage. I led the project's art direction, overseeing everything from storyboarding and navigation systems to product design. I collaborated closely with 100+ people in cross-functional teams, including performance directors, marketing, operations, 3D animation, graphic design, and purchasing.
I utilized data to inform our decisions and presented our ideas to senior executives. Through collaboration and research, we transformed our vision into a captivating reality.
HotGo's SeaWorld attracted only 30% of its anticipated visitors in the first year. I embarked on a design journey that ultimately doubled the number of daily visitors during non-peak periods and increased SeaWorld merchandise sales revenue by $1.2 million in the first year.
This journey allowed us to discover untouched territories, build a stronger park identity, and create novel experiences for our visitors.
I was deeply involved from the initial planning to the final execution stage. I led the project's art direction, overseeing everything from storyboarding and navigation systems to product design. I collaborated closely with 100+ people in cross-functional teams, including performance directors, marketing, operations, 3D animation, graphic design, and purchasing.
I utilized data to inform our decisions and presented our ideas to senior executives. Through collaboration and research, we transformed our vision into a captivating reality.
We interviewed park staff and visitors understand how our customers interacted within the area. Interviewing the operations and customer service teams gave us critical insights into the type of feedback they received from visitors.
Next, we analyzed demographics data of visitors for each park to extract key insights.
Each day for a period of time, we visited the park, taking turns to observe how customers interacted with our space at different times throughout the month. We documented the most popular visitor entrances and routes to understand how visitors were navigating within the park.
Visitors did not see any signage or advertisements in the park, revealing a significant flaw in our marketing and navigation system. The weak park identity and lack of visible signage hindered us from reaching our target audience.
We interviewed park staff and visitors understand how our customers interacted within the area. Interviewing the operations and customer service teams gave us critical insights into the type of feedback they received from visitors.
Next, we analyzed demographics data of visitors for each park to extract key insights.
Each day for a period of time, we visited the park, taking turns to observe how customers interacted with our space at different times throughout the month. We documented the most popular visitor entrances and routes to understand how visitors were navigating within the park.
Visitors did not see any signage or advertisements in the park, revealing a significant flaw in our marketing and navigation system. The weak park identity and lack of visible signage hindered us from reaching our target audience.
We urgently needed a new brand ambassador and identity. We researched various sea creatures native to the region, examining their behaviors, symbolism, appearances, and habitats. From the 58 animal specimens we studied, we selected a few based on our story and visitor feedback.
We chose YOYO as its main ambassador to appeal to and resonate with young adults. Despite sometimes appearing sad and helpless, YOYO always finds fun and hope in every situation. The penguin represents teamwork, positivity, and perseverance in the face of adversity.
YOYO needs friends and a community. We explored various character interpretations and created concept sketches. To unify SeaWorld's characters with the rest of the resort, we integrated YOYO's storyline with our two main characters, KIKI and NANA.
These illustrations served as mood boards, guiding our team and other departments in building a cohesive narrative.
After implementing changes to the overall navigation system and brand story, we dived into details. We wanted to ensure the sustainability of our strategy by creating brand artifacts that people could take home with them and extend the magical park experience even after they leave the park.
YOYO merchandise was created! Customers can choose from a wide selection of backpacks, stationery, accessories, stuffed animals, and home decor. We wanted to help customers capture joyful moments through these products.
Our team of product designers, 3D artists, landscape architects, operations and performance directors collaborated to brainstorm ideas that would help visitors build a deeper connection with the characters and the park. We focused on creating a clear narrative and system that would resonate with visitors and enhance their immersion in the park experience.
One of the key insights from the research was that visitors did not see signals or information about the park. We wanted to create a more impactful and attention grabbing main entrance.
Upon launching the new merchandise stores and redesigned signage, we saw a 40% increase in daily visitors. However, it still fell short of our anticipated Daily Visitor Rate of 70k per day.
We decided to dive deeper and find out what motivates potential visitors to purchase a ticket.
We brainstormed and evaluated our options and chose to create novel experiences targeted at young adults. Adding new rides to the park would be expensive and impractical, so we focused on seasonal experiences to boost visitor retention and return rates.
We urgently needed a new brand ambassador and identity. We researched various sea creatures native to the region, examining their behaviors, symbolism, appearances, and habitats. From the 58 animal specimens we studied, we selected a few based on our story and visitor feedback.
We chose YOYO as its main ambassador to appeal to and resonate with young adults. Despite sometimes appearing sad and helpless, YOYO always finds fun and hope in every situation. The penguin represents teamwork, positivity, and perseverance in the face of adversity.
YOYO needs friends and a community. We explored various character interpretations and created concept sketches. To unify SeaWorld's characters with the rest of the resort, we integrated YOYO's storyline with our two main characters, KIKI and NANA.
These illustrations served as mood boards, guiding our team and other departments in building a cohesive narrative.
After implementing changes to the overall navigation system and brand story, we dived into details. We wanted to ensure the sustainability of our strategy by creating brand artifacts that people could take home with them and extend the magical park experience even after they leave the park.
YOYO merchandise was created! Customers can choose from a wide selection of backpacks, stationery, accessories, stuffed animals, and home decor. We wanted to help customers capture joyful moments through these products.
Our team of product designers, 3D artists, landscape architects, operations and performance directors collaborated to brainstorm ideas that would help visitors build a deeper connection with the characters and the park. We focused on creating a clear narrative and system that would resonate with visitors and enhance their immersion in the park experience.
One of the key insights from the research was that visitors did not see signals or information about the park. We wanted to create a more impactful and attention grabbing main entrance.
Upon launching the new merchandise stores and redesigned signage, we saw a 40% increase in daily visitors. However, it still fell short of our anticipated Daily Visitor Rate of 70k per day.
We decided to dive deeper and find out what motivates potential visitors to purchase a ticket.
We brainstormed and evaluated our options and chose to create novel experiences targeted at young adults. Adding new rides to the park would be expensive and impractical, so we focused on seasonal experiences to boost visitor retention and return rates.
I presented several ideas to the VP of the planning department, and the team decided to launch a new festival for the upcoming Christmas holiday. The goal is to create unique, seasonal experiences that bring a fresh appeal to the park.
With that, the 'Sweet Christmas' festival was born. It combines a Christmas market with candy-themed performances and pushcarts. The celebration ran from November to February and has since become an annual event.
As park of the festival, we also introduced live performances throughout the day. I was in charged of the art direction for these performances.
I oversaw the performance, music, costumes, parade car production, merchandise development, and landscape design to ensure that the storyline aligned with our overall resort concepts and that the message remained clear and distinct.
As park of the festival, we also introduced live performances throughout the day. I was in charged of the art direction for these performances.
I oversaw the performance, music, costumes, parade car production, merchandise development, and landscape design to ensure that the storyline aligned with our overall resort concepts and that the message remained clear and distinct.
We completely transformed the park and added new appeal for visitors. The number of visitors nearly doubled, and we increased the profitability of add-on services as well.
By executing this event, we developed a framework for future festival planning and development. Since then, we've created Halloween celebrations, anniversary performances, and influencer events, allowing us to stay ahead of trends and evolving consumer needs.
We completely transformed the park and added new appeal for visitors. The number of visitors nearly doubled, and we increased the profitability of add-on services as well.
By executing this event, we developed a framework for future festival planning and development. Since then, we've created Halloween celebrations, anniversary performances, and influencer events, allowing us to stay ahead of trends and evolving consumer needs.
Creating these experiences is challenging, but it's incredibly rewarding when we witness the joy in visitors' laughter and smiles. After the long journey of planning and execution, seeing our customers' delighted faces in the park reveals the true magic of our work and how it brings genuine happiness to everyone who visits.
This massive project took more than a year to complete, from conceptualization to design, sourcing, and rehearsals. We successfully identified concrete business objectives while working with ambiguity. I learned that taking calculated risks is often necessary to create something truly original and spectacular.
It's also crucial that everyone working on the project understands the goals and needs of our target audience. When everyone works together, the story really comes alive. ✨
Creating these experiences is challenging, but it's incredibly rewarding when we witness the joy in visitors' laughter and smiles. After the long journey of planning and execution, seeing our customers' delighted faces in the park reveals the true magic of our work and how it brings genuine happiness to everyone who visits.
This massive project took more than a year to complete, from conceptualization to design, sourcing, and rehearsals. We successfully identified concrete business objectives while working with ambiguity. I learned that taking calculated risks is often necessary to create something truly original and spectacular.
It's also crucial that everyone working on the project understands the goals and needs of our target audience. When everyone works together, the story really comes alive. ✨