XingQi Internal Qigong Institute: Branding & Web Design
CATEGORY
Product
TIMELINE
3 Months
INDUSTRY
Health & Wellness
TOOLS
Figma, Wordpress
💬 Project Overview
XingQi Internal Qigong Institute is a wellness-focused brand and digital platform centered around Qigong and Tai Chi practices. The goal was to make the ancient practice of internal energy cultivation accessible to modern wellness seekers, burnout professionals, and mindful movers.
The brand combines traditional Eastern philosophy with contemporary minimal design, creating a calming, trustworthy, and visually coherent identity across web and marketing touch points. Users can easily explore classes, book sessions, and engage with the community, all while feeling the flow of Qi visually expressed in the interface and brand identity
🌱 Problem & Opportunity
Problem: Qigong is an intangible, esoteric practice for most modern users. Translating internal energy, flow, and mindfulness into a digital experience that feels authentic yet accessible was challenging.
Opportunity: Build a scalable, modern digital presence that educates newcomers, streamlines class booking, and reinforces the institute’s credibility and brand identity.
⚡️Challenges:
Representing an intangible concept visually
Educating users unfamiliar with Qigong
Designing for both discovery and conversion (booking classes)
Balancing traditional authenticity with modern aesthetic
Client request: 'how might we make the booking system without paying for plugins?' 😉
👩🏻💻 My Role
I led end-to-end design for brand identity, website, and marketing materials.
Responsibilities
Brand identity and logo creation
Visual system and art direction
UX/UI design for WordPress website
Booking system integration and flow design
Landing page content structure and storytelling
Marketing & promotional asset design for classes
I collaborated closely with the instructor and stakeholders to translate the abstract concept of Qi into tangible, digital, and visual experiences.
🏆 Project Scope / MVP
Brand identity & visual system
Website UX/UI (WordPress)
Booking system integration
Landing page & conversion flows
Marketing & class promotion assets
🎯 Our Solution
Brand Identity
Created a brushstroke-inspired logo reflecting the flow of Qi
Developed visual language with circles, waves, and mountains to symbolize energy, calmness, and internal power
Established typography, color palettes, and iconography consistent with Eastern aesthetics and modern minimalism
Website Experience
Structured information architecture for classes, philosophy, and booking
Simplified navigation and onboarding for users unfamiliar with Qigong
Designed responsive layouts optimized for desktop and mobile
Landing Page & Conversion Flow
Crafted messaging tailored to burnout professionals and wellness seekers
Integrated storytelling and educational content for intuitive class discovery
Designed a seamless booking flow, reducing friction for new users
Marketing Assets
Created consistent visuals for both online and offline touchpoints
Designed email and social media templates, posters, and class promotion graphics
⭐️ Outcome & Impact
~50% increase in website traffic and class enquiries post-launch
Seamless online booking replaced the previous phone-only system
Users reported the site felt trustworthy, calming, and easy to navigate
Scalable digital platform enabling the client to manage schedules, bookings, and class updates independently
💡 Key Learnings
Translating intangible concepts into visual & digital experiences requires symbolic storytelling
Balancing cultural authenticity with modern design
Designing for first-time users ensures accessibility and engagement
Integrating booking systems requires aligning technical feasibility with user experience
First time setting up booking system with Amelia plugins! super easy to use for client to manage after hand off
