Tian.B | The Fridge
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The Fridge is the creative portfolio of Tian Bai, an award-winning creative based in Paris.

With over a decade of experience across France and China, his practice moves across branding and campaigns through a broad visual language spanning identity systems, packaging, editorial, digital, advertising, and experiential design.

His work has been recognized by some of the industry’s most respected institutions, including D&AD Awards, Cannes Lions International Festival of Creativity, The One Club for Creativity, The ADC Annual Awards, New York Type Directors Club, New York Festivals Advertising Awards, Tokyo TDC, Red Dot Design Award, HiiiBrand Awards and Asia-Pacific Design.

Driven by a deep appreciation for visual culture, conceptual thinking, Tian approaches each project as a space for exploration, seeking nuance, narrative, and emotion within the design process. His work aims to transcend functionality, shaping experiences that are both visually compelling and intellectually resonant.

ProjectMaladies Mentales
Mental illness often manifests through invisible emotional and cognitive experiences that are difficult to communicate visually. 

This typographic series explores how motion and transformation can give form to those unseen conditions. Through a collection of animated posters, each disorder is expressed by a living typeface whose behavior reflects its psychological effects.

For Alzheimer's disease, letters gradually disappear, echoing memory loss and fragmented recollection. Depression is represented through collapsing forms that convey heaviness, fatigue, and withdrawal. Bipolar disorder is translated into abrupt shifts in rhythm and structure, reflecting the oscillation between opposing emotional states.

By treating typography as a living system rather than a static form, the project seeks to make the invisible perceptible—giving shape, movement, and visual presence to experiences that often remain unseen.

Category: Culture
Year: 2025

Exhibition:
Human Inside
Artverse Gallery Paris
November 2025 Creative & Design: Priiisme
Team Priiisme:  Frédéric Granon, Benjamin Dennel, Tian Bai
    


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The Fridge

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