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The campaign’s key visual design uses a swaying protective tree shade and a gentle colour palette, to breathe a lively air, along with fresh graduates and freshmen characters. It was applied across printed matters, tram and bus wraps, website and animated advertisements.
The campaign slogan “Paths are created by the people walking” from Lu Xun‘s novel "My Old Home", serves as our message that the students will grow and thrive under the protection of Shue Yan University, and walk their own paths in the future.