Sihan Wang
ZHContact
← All work

03 / Internship work

STAGE / EDITORIAL

CAA China

WeChat article structure, copywriting and typesetting for CAA Campaign content.

Case studyStart readingCamille Roux / Unsplash
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Project background

01 / S / Project background

Shape campaign themes, talent materials and key messages into a clear WeChat reading journey.

  • 01Campaign theme
  • 02Talent materials
  • 03WeChat reading context
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Goal & role

02 / T / Goal & role

Contribute to content planning through structure, copy and page typesetting.

  • 01Article structure
  • 02Copywriting
  • 03Page typesetting
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What I did

03 / A / What I did

Set the headline and lead first, then shape hierarchy and text-image rhythm so talent, activity and brand messages unfold naturally.

  • 01Headline → lead
  • 02Information hierarchy
  • 03Text-image rhythm
CAA lighthouse WeChat article

CAA lighthouse WeChat article

CAA annual book-list article: structure, copy and WeChat typesetting.
CAA Sarah Brightman WeChat article

CAA Sarah Brightman WeChat article

Sarah Brightman content: a text-image narrative built from artist materials and communication priorities.
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Result & review

04 / R / Result & review

Delivered published articles and a reusable method: set priorities first, then let the materials serve the reading rhythm.

  • 01Published content
  • 02Reusable content framework