WeChat
Pocca

RedNote
Pocca Design

Are.na
Pocca

Instagram
@pocca.design

LinkedIn
Pocca

Soot
Pocca

EMAIL
hello@pocca.design

ADDRESS
306, Anken Australia House,
80 Pingwu Road, Changning, Shanghai

● Visual & Graphic Design

– Visual Narrative Research
– Creative & Art Direction
– Visual Identity System
– Typography & Type Design
– Poster Design
– Packaging Design
– Environmental Graphics
– Editorial & Book Design
– Digital Design
– Curating & Exhibition Design

● Business Design

•  Product Power Innovation & Go-To-Market (GTM) Strategy
– Market Trend Analysis
– Product Power Insights
– R&D Innovation Analysis
– User Research & User Value Assessment

– Exclusive interview / Kenmori / 2024
– Featured / The Brand Identity (T-BI) / 2024
– Exclusive interview / R34+ Rurban Pocket Project / 2024
– Exclusive interview / Art Growth by ArtJanus / 2023
– Podcast interview / Beihai Police / 2023
– Featured / Eye Magazine / 2023
– Exclusive interview / The Brand Identity (T-BI) / 2022
– Featured / World Brand Design Society / 2022
– Featured/ PRINT Magazine /  2021
– Exclusive interview / Arphic Type Design Dialogue / 2021
– Interview / HiiiBrand Award / 2021
– Exclusive interview / Design360° – 47° / 2021
– EAT & GO 2, Publisher: Sandu, China
– Bi-Scriptual Typography and Graphic Design with Multiple Script Systerms, Publisher: Niggli, Switzerland
– EKOO 300—China Creative & Design Power, Publisher: CITIC Press
– Los Logos 8, Publisher: Gestalten, Germany
– Hanzi Hanja Kanji, Publisher: Victionary, Hong Kong

– Threshold Design
– GS Capsule
– STARKE
– Messe Frankfurt
– Aroma Garden
– Norman Walsh
– Stepper Custom-Made
– Urevo
– Maidesite
– Sounder Wang
– UE
– Bixdo
– DULi
– WONDER>FIT
– Sunniside
– Cohost
– Shui On XINTIANDI
– Dream Center West Bund
– Gree Real Estate
– Meta Media
– Fangda Partners
– CITIC Bank
– MagValley

Zhihua Duan

● Founding Partner & Creative Director

Cross-cultural education and practice across Shanghai, Melbourne, and Porto have shaped a research-driven, story-led, and systems-oriented design approach. Centered on graphic design, the practice spans branding, publishing, exhibitions, music, and public culture, continuously exploring how visual language contributes to identity construction, knowledge dissemination, and social communication.

At Pocca, he leads the team in collaborating with brand, cultural, and educational institutions, as well as creators across diverse fields. Their practice encompasses brand identity, exhibition design and curation, posters, books, albums, typography, and digital media. Starting from thematic research, content architecture, and communicative context, each project translates complex information, identities, and emotions into compelling, logically structured, and scalable visual languages. The focus extends beyond singular deliverables to how visual expression is understood, utilized, circulated, and continuously evolved across different media, spaces, and time.

Since 2024, he has served as an Adjunct Associate Professor at the School of Future Design, Shanghai Institute of Visual Arts. Since 2025, he has held the role of Joint Curator & Art Director of the Shanghai Graphic Design Biennale (SGDB). In 2026, he was invited to serve as an international jury member for &NowEast – the main section of the Europe Design Festival 2026. He is a Professional Member of the Australian Graphic Design Association (AGDA), a member of the Shenzhen Graphic Design Association (SGDA), and a member of The Typographic Circle (UK). He was also nominated for the Australia-China Alumni Association's 2021 Arts & Creative Award and 2026 Alumni Entrepreneur Award.

---

Jiacheng Zhang

● Founding Partner & Brand Strategy Director

Jiacheng operates at the intersection of brand strategy, business research, and brand-building practice, spanning cross-disciplinary design, brand consulting, and corporate brand management. Prior to Pocca, he served as a Strategy Researcher & Project Manager at a renowned cross-disciplinary design agency in China, Brand Director at a smart hardware company, and East & South China Brand Strategy Director at a leading brand strategy consultancy in Shanghai. Throughout these roles, he provided strategy research, brand positioning, and brand-building services to both domestic and international enterprises. Having worked across consulting agencies, brand owners, and design practices, he brings a comprehensive perspective that connects business objectives, organizational collaboration, product logic, market dynamics, and user perception.

At Pocca, starting from business analysis, market and industry research, product studies, and consumer insights, he helps clients identify core brand challenges and translate strategic decisions into brand narratives and action frameworks that can be continuously executed through design, content, spatial experience, and communication. His work spans strategic redefinition for established enterprises undergoing business transformation, brand restructuring, and market repositioning, as well as zero-to-one positioning, value definition, and holistic brand building for emerging brands.

He believes that a brand is neither a simple visual identity nor a mere communication slogan, but a system that continuously builds perception and trust around products, organizations, users, and culture. His professional training in psychological counseling further enables him to focus on how people perceive, understand, select, and establish meaningful relationships with brands throughout the strategic process.