The public generally hold stereotypes about urban brands that are famous for its resources, which limits the public's awareness of resource-based city positioning and brand image to a large extent. As an old oilfield of the People's Republic of China, Daqing's urban construction, urban technology and urban brand image are closely related to oil. However, the urban transformation of Daqing has not been smooth.. After the transformation, problems such as the low conversion rate of brand communication and the contradiction between brand strategy and public perception have emerged. It is confirmed that the overall environment and the city business card have a total of 10 key factors affecting the city image in the process of communication, and an IPA model of the city image is constructed. Aiming at these factors and problems, a design scheme of "the red spirit and the epitome of industrial heritage" was proposed based on the design principle of cultural and creative product design “resource as the basis, fast sales as the purpose, and red spirit as the soul”. The explicit presentation of city spirit and culture, and deepening the effect of urban brand communication through cultural and creative products, is expected to provide a effective reference for shaping or transformation of resource-based city brands.