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Chen (Andrew) Xu ︎︎︎

Branding / logo
  1. The New CRN
  2. BY&S
  3. Let’s Think About Home
  4. Be Someone’s Home
  5. Masslottery 50th Year Anniversary
  6. Hello! Love is love.
  7. The One
  8. Norwegian
  9. CRN Annual Gala 2019

Marketing / Ads
  1. Cocreate x EPE
  2. Elite Top 10 Industries Ads
  3. Elite Promotional Event
  5. Taste is King

  1. Hi Hot Pot
  2. Art and Form
  3. Fika
  4. The Book Of The Tea World
  5. Code
  6. Swedish

  1. 3L Boxed Wine
  2. O&M Grocery Market
  3. Sustainable Paint Package

Web / App
  1. HiLink Platform
  2. HiLink Education Web design 
  3. Online Clinic App



Digital Art & Motion Graphic



I am a multidisciplinary designer based in Malden, Massachusetts, specializing in visual identity, art direction, print and digital experience. My hope is to seamlessly integrate research, typography, branding, and packaging that will be used in business and design art. Currently I learning AI to generate content and applying this technology to EPE visual design.

Creative Designer at


Be Someone’s Home

Be Someone’s Home ︎
Client ︎︎︎ IKEA  |  Blued App  
Technique ︎︎︎ Co-Branding | Applications
BlueIkea brand guideline book ︎ Read 
Ogilvy Exercise

A longtime supporter of equality for all and 🏳️‍🌈 LGBT+ rights, IKEA will launch a co-brand BluedIkea with the Blued gay dating app.

For many 🏳️‍🌈 LGBT+ people, discrimination is still part of daily life and a feeling of isolation can even extend to their own homes. As such, the feeling of ‘home’ is often not just a physical place, it’s a connection to the communities where they find acceptance. With almost a third of the world’s population now at home due to the Coronavirus pandemic, the way of life and work has dramatically changed. During these uncertain times, home is more important than ever. For many people, their home has become their whole world – a place that provides shelter, a place where one can feel safe, and free to be themselves. But for many in the 🏳️‍🌈 LGBT+ community, finding a place where they feel welcomed and at home is not always easy.

The logo uses medium yellow and Swedish blue as the main visual colors. Create the type logo based on the bitmap, tilt Blue upwards at 30°, and Ikea tilts down at -30° to create the type logo. When the logo is used together with the 🏳️‍🌈 LGBT rainbow flag, it will form a rainbow house. The logo is inspired by the traditional red wooden houses in Sweden, the space formed by two walls when top view, and the wayfinding icon from IKEA. Be Someone’s Home, a home is a place where we can feel safe, where we can love and feel loved. But some risk being stigmatized, isolated, and discriminated against in their living spaces. The wall is like a haven for them, making them feel at home like IKEA and Blued. Everyone should have the right to be themselves.