Narrative system · concept demo
One quiet craft.
Five layers of story.
A complete content architecture for Swish Heritage, built on the 2,000-year lineage of the Longshu tribute mat — from a winter grove in Anhui to the quiet modern room.
Seven demo pages — plus the system map below — show how a single cultural truth is retold for search, social, creators, paid media and the private inbox, without ever changing the story underneath.
From discovery
to devotion.
Each layer has a distinct job. The foundation earns attention, visual content earns desire, third parties earn trust, paid media earns reach, and owned channels earn a second visit.
Every layer draws from the same five narrative strands: origin, history, craft, spirit, contemporary life.
基建流量层Foundation
Narrative: winter harvest and Xiaoye water bamboo; 2,000 years of records; 15 hand processes; the philosophy of living with bamboo; a living craft in modern rooms.
视觉种草层Visual seeding
Narrative: craft texture and wabi-sabi space. Five TikTok boards, a weekly Instagram rotation, 15-second Reels and permanent Story highlights — all in deep moss.
信任背书层Borrowed trust
Narrative: third-party validation from interior designers, slow-living makers and culture writers — each given a narrative role and one shared asset pack.
付费放大层Paid amplification
Narrative: functional keywords meet contemporary value; cultural keywords meet history and craft. Meta creative moves from craft hook to space to maker as audiences warm.
私域资产层Owned devotion
Narrative: a styling guide as the hook, a seven-day sequence that deepens from craft to maker, and a numbered pre-order for those who want to hold the history.
Eight rooms,
one house.
Each page is a working demonstration of the narrative in its native format. Open them in sequence to see how a visitor moves from first encounter to belonging.
01 · Heritage
Foundation
Heritage hub
舒席 · 非遗专题
The six-module anchor: Warring States evidence, Ming tribute records, the 1915 Panama award, all 15 processes, Su Chengjun's archive and the contemporary product matrix.
02 · Journal
Foundation
The winter cut
专栏文章 · 1,200 词
A long-form editorial with SEO structure, source notes, a sticky product card and two natural product links — the template for every column in the matrix.
03 · Product
Foundation
The mat, in three depths
产品页 · 分层叙事
Entry, Studio and Heritage tiers each receive a different narrative: the experience of making, the aesthetics of space, the weight of history and a maker's signature.
04 · Visual
Seeding
Visual studio
TikTok · Instagram
Five content boards, four rotating feed weeks, three Reel formats and the permanent Story highlights — a complete visual language for the craft.
05 · Partners
Trust
Creator programme
信任背书 · 联盟素材
Three creator tracks — interior designer, slow maker, culture voice — mapped to narrative layers, plus the unified five-layer affiliate asset pack.
06 · Campaign
Paid
Campaign playbook
Google · Meta
Two search routes, three Meta stages and a remarketing sequence, each with sample copy and a landing-page destination that matches the promise.
07 · Letters
Owned
Private letters
私域资产 · 培育序列
The guide download, the seven-day welcome sequence, the 80/20 weekly rhythm, a numbered pre-order and the Skillcation invitation to Linshui Zhai.
08 · System
One voice
The unified voice
五 层 同 源
The governance layer: five narrative strands, one tone, a single source of truth. Every page, post, ad and letter in this demo draws from the same record.
A single story,
re-told for every surface.
The five narrative strands are fixed: origin (winter harvest, Xiaoye water bamboo), history (2,000 years, Longshu tribute, Panama 1915), craft (15 processes, ink in the weave), spirit (the philosophy of living with bamboo), and contemporary (a living craft in modern homes).
What changes is the surface. Search ads speak in functional or cultural keywords; TikTok speaks in texture and process; a designer speaks in rooms; the inbox speaks in chapters. The demos show the same truth at seven different volumes.
Begin at the source
Two thousand years.
One strip at a time.
The heritage hub is the anchor of the system. Everything else is a doorway back to it.
龙舒贡席