JWAJournal of World Architecture2208-34802208-3499Bio-Byword Scientific Publishing Pty. Ltd.10.26689/jwa.v10i2.14721ArticleDesign Strategies for Cultural and Creative Products of Haihe River Bridge Culturehttps://artdesignp.com/journal/JWA/10/2/10.26689/jwa.v10i2.14721ZhangHuaran,WangYixiang,CangShijian20261022026-05-12As the mother river of Tianjin, the Haihe River hosts bridges along its course that serve not only as vital carriers of urban transportation but also as cultural symbols embodying Tianjin’s regional culture, historical heritage, and engineering craftsmanship. Taking Haihe River bridge culture as the core research subject, this paper combines visual communication design theory with the logic of cultural and creative product development. Through a systematic examination of the cultural connotations, typological characteristics, and value dimensions of the Haihe bridges, it analyzes current problems in product design, including homogenization, superficial cultural expression, and insufficient audience adaptation. Consequently, from four dimensions, cultural symbol extraction, design language transformation, functional scenario integration, and communication model innovation, this study constructs design strategies for Haihe River bridge cultural and creative products that possess cultural significance, innovation, and practicality. This research aims to provide theoretical support and practical reference for the design of cultural and creative products related to Tianjin’s regional culture, promote the living inheritance and innovative dissemination of Haihe River bridge culture, and facilitate the construction and development of Tianjin’s urban cultural IP.

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