Jinli Ancient Street Website

Client

Jinli Ancient Street, a heritage tourism district in Chengdu, Sichuan, and one of the city's most visited cultural destinations.

Challenge

Bring five content areas — history, visitor guide, traditional culture, cultural transmission and news — into one coherent site for a mobile-heavy Chinese-language audience. The design needed to feel ceremonial without becoming hard to navigate, and the guide map had to stay usable at phone widths.

My role

• Art direction and visual language
• Information architecture and navigation
• Full-page and responsive UI design
• Guide map interface and editorial layouts

Solution

The visual system is built around Jinli at night: deep indigo, warm lantern red and gold. The hero pairs a moonlit photograph of the entrance gate with a vertical bilingual lockup — "The lifestyle of Chengdu" — giving the site a destination-brand feel rather than a municipal portal.

Navigation is split into five clear areas. The site is Chinese-language, with bilingual brand moments where the destination needed to read internationally. Editorial sections use generous photography and restrained type, while the culture page introduces Sichuan opera, crafts and local traditions through a card system.

The guide map uses a hand-drawn base with categorised points of interest, so visitors can filter by food, performance, shop or landmark without leaving the page. The poetry section treats inscriptions, historical figures and stone carvings as editorial objects, using a three-card layout with a compact "read more" action.

Tech stack

Design system, responsive layout grid, map interface design, editorial card modules.

Live preview

The full-page design is shown above. A walkthrough is available on request.