My name is Wang Peng, and I was born in Beijing in 1973. I graduated from Beijing Arts and Crafts School majoring in dyeing and weaving and from Tsinghua University Academy of Art and Design majoring in decoration design. I also served as the artistic director of the National Engineering Research Center for Tsinghua University in 1998, while winning many domestic and foreign awards such as "French Morbis International Multimedia Competition" and "China National Book Award".

In 2001, I was responsible for the design and production of the Beijing 2008 Olympic Games, including the design of multimedia bidding presentation reports and the design of multimedia presentations at the Moscow voting site.

In 2005, I served as the multimedia art director of the Olympic Art and Design Center of the Central Academy of Fine Arts and was mainly responsible for the design and application of multimedia reports of the color system of the Beijing 2008 Olympic Games.

In 2009, I served as the Executive General Manager of the Art Education Center of Prologis Education Group, responsible for the development and promotion of art education, and the general manager of the Adobe Creative University Certification Management Center and Examination Certification Center.

Since 2012, I have been committing to the design of corporate social responsibility reports and have successively provided design services for many well-known enterprises such as State Grid, China Southern Airlines, Industrial and Commercial Bank of China, China Development Bank, LG, Samsung, United Technologies Corporation, Volkswagen, CRRC, Sinopec and so on.

First of all, it is because of my love for fine art since childhood and my dream of becoming an artist. Creativity is diverse and a challenging job that requires you to be inclusive of knowledge in various fields and have the ability to judge and think independently. Collaboration is also an indispensable part of the creative process.

Brainstorming and collaborating are required to complete successful work. In addition, creativity is a productive force by showing customers the brand image and enhancing the brand value which is an important symbol of the success of a work. I enjoyed the process mentioned above so I chose to indulge in creative sectors.

The creativity of the report can return to the original meaning of design: creative behavior of decomposition, sorting, planning and then controlling orderly. We carry out report design work from three dimensions: structural function, visual elements and editorial guidance.

1. Analysis and reconstruction of visual elements grasp the system to express the main melody of the report.

2. The establishment and design of visual elements grasp the core to convey the image and temperament of the report.

3. The order and relationship of the editorial guidelines grasp the changes and give the report a sense of readability.

The award-winning work is the 2021 Social Responsibility Report Project of China Southern Airlines Co., Ltd. China Southern Airlines is one of our longest-serving entrust companies and the 2021 report is the 15th social responsibility report released by China Southern Airlines. China Southern Airlines is the largest airline in China and an enterprise with great social responsibility and technological innovation capabilities.

The challenge in its communication design is how to make a long report with a lot of boring and difficult-to-understand professional descriptions, while ensuring that the data is easy for readers to understand.

For this report, we developed an easy-to-read layout grid and an easy-to-understand illustrative style by using emotional photos, vivid illustrations, and attractive diagrams to accompany the text, emphasizing them in an eye-catching way. The cover of the report innovatively adopts a bird's eye view, organically combining China Southern Airlines aircraft with colorful social responsibility elements on the ground, reflecting the achievements made by China Southern Airlines in social responsibility work such as safety operation, high-quality services, environmental friendliness, and social welfare, showing the warm, transparent and responsible image of China Southern Airlines.

Constantly challenge myself and create new values

Responsibility for entrusted projects

Make my own contribution to sustainable development

Believe in yourself and strive for excellence in your work.

I really hope to be one of the judges of the MUSE Awards in the future. It would be a great honor for me.

A world in a wild flower and a bodhi in a leaf. Any little bit in life will bring me different inspirations.