Background
My journey in screen printing revealed a common trend—print shops becoming loud, self-indulgent streetwear brands. With Pizhin, I set out to challenge that norm. Rather than competing for attention, the brand was designed to disappear—serving as a creative utility, not a centerpiece.
My journey in screen printing revealed a common trend—print shops becoming loud, self-indulgent streetwear brands. With Pizhin, I set out to challenge that norm. Rather than competing for attention, the brand was designed to disappear—serving as a creative utility, not a centerpiece.
Concept
The name “Pizhin” is rooted in the Chinese word pízhí (cortex), the brain’s creative center. The suffix
“-n” implies movement and action. Together, the name reflects the brand’s mission: to transform ideas into reality.
The name “Pizhin” is rooted in the Chinese word pízhí (cortex), the brain’s creative center. The suffix
“-n” implies movement and action. Together, the name reflects the brand’s mission: to transform ideas into reality.
The brand identity is guided by a single principle:
From mind to reality.
Every design decision was shaped by restraint—minimalism not for aesthetic’s sake, but to make space for others to be seen. Pizhin is not the hero—it’s the tool.
Every design decision was shaped by restraint—minimalism not for aesthetic’s sake, but to make space for others to be seen. Pizhin is not the hero—it’s the tool.
Brand Launch Campaign: “Add Color”
To introduce Pizhin, I developed the “Add Color” campaign—a concept built to answer why Pizhin exists. The campaign title is a double entendre: a call for visual expression and a challenge to personal creativity.
To introduce Pizhin, I developed the “Add Color” campaign—a concept built to answer why Pizhin exists. The campaign title is a double entendre: a call for visual expression and a challenge to personal creativity.
Campaign Elements
Add Color Commercial Concept: A bold 15-second spot stripped down to the essentials.
First 12 seconds: pure white screen—an intentional pause that mirrors a blank canvas.
Final 3 seconds: the message “Add Color with Pizhin” appears in black text—deliberate, understated, and powerful. The silence and simplicity were crafted to stand apart from the clutter of traditional ads, reflecting the brand’s ethos of purposeful minimalism.
Photography: Shot entirely in black and white, each image features individuals wearing plain T-shirts against white backdrops. The only element in color: the design printed on the shirt.
This visual metaphor makes it clear—Pizhin doesn’t define you; it reveals you.
This visual metaphor makes it clear—Pizhin doesn’t define you; it reveals you.
Results
Pizhin launched as a new model in screen printing—one that doesn't shout, but supports. It’s a system, a canvas, and a catalyst for creativity. The “Add Color” campaign set the tone for a brand grounded in purpose, not trend—built not to be seen, but to help others be seen.
Pizhin launched as a new model in screen printing—one that doesn't shout, but supports. It’s a system, a canvas, and a catalyst for creativity. The “Add Color” campaign set the tone for a brand grounded in purpose, not trend—built not to be seen, but to help others be seen.
