Jinshisong (JSS): Brand Voice, Content Strategy & Expat Enga

I partnered with Jinshisong (JSS) — one of Beijing’s leading food delivery platforms — to create a unified brand identity, elevate editorial content, and engage their core expat audience through voice-driven storytelling, pop-art visuals, and targeted campaigns.

JSS is a household name among Beijing’s international community, offering restaurant delivery, grocery service, and retail products with a strong focus on quality and convenience. 

• Developed a cohesive, fun-forward brand identity using pop-art visuals and bold tone
• Created, edited, and optimized blogs, promos, and web copy tailored to the expat community
• Executed A/B testing on article titles, newsletter promos, and in-app banners to refine performance
• Wrote SEO-optimized, culturally aware content with clear CTAs and embedded user insight
• Shaped multi-platform messaging that remained consistent across email, blog, and in-app delivery channels