XingQi Internal Qigong Institute: Branding & Web Design

CATEGORY

TIMELINE

3 Months

INDUSTRY

Health & Wellness

TOOLS

Figma, Wordpress

CONTEXT

XingQi Internal Qigong Institute is a wellness-focused brand and digital experience centered around Qigong and Tai Chi practices. The project was created to introduce internal energy cultivation to modern audiences particularly wellness seekers, burnout professionals, and mindful movers looking for gentle yet powerful healing practices. The brand blends traditional Eastern philosophy with a contemporary, minimal design language to make Qigong feel accessible, calming, and relevant in today’s fast-paced world.

XingQi Internal Qigong Institute is a wellness-focused brand and digital experience centered around Qigong and Tai Chi practices. The project was created to introduce internal energy cultivation to modern audiences particularly wellness seekers, burnout professionals, and mindful movers looking for gentle yet powerful healing practices. The brand blends traditional Eastern philosophy with a contemporary, minimal design language to make Qigong feel accessible, calming, and relevant in today’s fast-paced world.

XingQi Internal Qigong Institute is a wellness-focused brand and digital experience centered around Qigong and Tai Chi practices. The project was created to introduce internal energy cultivation to modern audiences particularly wellness seekers, burnout professionals, and mindful movers looking for gentle yet powerful healing practices. The brand blends traditional Eastern philosophy with a contemporary, minimal design language to make Qigong feel accessible, calming, and relevant in today’s fast-paced world.

ROLE & RESPONSIBILITIES

I led the end-to-end design across brand, digital, and responsive web touchpoints. Scope of work: ✏︎ Brand identity and logo design ✏︎ Visual system and art direction ✏︎ Website UX/UI design (WordPress) ✏︎ Create booking system ✏︎ Landing page structure and content design ✏︎ Marketing and class promotion assets My goal was to translate the intangible concept of Qi (energy flow) into a visual and digital experience that feels grounded, healing, and trustworthy.

Systems Overview:

Brand Identity ★ Designed the XingQi logo inspired by brushstrokes, flowing Qi, and natural elements ★ Established a visual language reflecting calmness, internal power, and Eastern aesthetics ★ Explored symbolism such as circles, waves, mountains, and organic motion Website Experience ★ Designed the institute’s website on WordPress ★ Structured information architecture for classes, philosophy, and booking ★ Focused on clarity for users unfamiliar with Qigong Landing Page & Conversion Flow ★ Crafted messaging to resonate with burnout professionals and wellness seekers ★ Balanced educational content with emotional storytelling ★ Designed for both discovery and sign-up conversion Marketing & Class Materials ★ Created promotional visuals and supporting assets ★ Ensured consistency across online and offline touchpoints

Outcome & Learnings:

★ The new website significantly improved the booking experience, making it easier for users to schedule classes and contact the instructor compared to the previous phone-only system — which had been especially limiting for overseas clients. ★ By expanding accessibility and streamlining enquiries, the platform contributed to a ~50% increase in traffic and class enquiries post-launch!! ★ Implementing an integrated booking system for the first time was a valuable end-to-end learning experience, spanning UX design, tooling research, and real-world implementation. ★ Working within tight budget constraints required strategic decision-making and continuous exploration of cost-effective solutions. I ultimately selected the Amelia WordPress booking plugin, which balanced functionality, usability, and affordability. ★ The final system supports a smooth client handoff: bookings are automated, and the client can independently manage schedules, edits, and new sessions to enable long-term scalability. Design Reflection: ★ Designing intangible concepts: Translating internal energy, healing, and mindfulness into visual form required symbolic storytelling and emotionally driven design thinking. ★ Balancing tradition & modernity: The project challenged me to preserve cultural authenticity while presenting the brand in a contemporary, globally accessible way. ★ ALWAYS Designing for new users: Many visitors were new to Qigong, so I prioritized clear explanations, gentle onboarding, and supportive content throughout the user journey.