Bai Fan is the founder of the lifestyle brand WANGJIANXI. Born into an artists’ family, he soaked up inspirations from various art genres in growth. He has accumulated rich, large-scale commercial activity visual design experiences over a decade of his career and established good cooperative relations with many world-renowned brands, committed to renewing conventional visual narratives with thoughtful design language and connecting commercial aesthetics and creative culture to make them a reality. He ponders over social phenomena, digs into human nature deep inside, and then depicts them with design language in a euphemistic, metaphorical manner.