The work aims to transform the original thing-based approach of thematic visual design into an event-based approach with visual narrative as the center to enhance the emotional temperature of design and the reading depth of users.With the design of the admission letter of Shenzhen Technology University as an example, a thematic visual narrative design method was proposed. Based on the experimental process of AHP, the representative genes of university culture were excavated. Then, project interviews were conducted to characterize the representative genes and form the value orientation. In consideration of the project demand, the direction of the statement of admission was selected and the textual plot was set up. With the assistance of visual arrangement and imagery composition, the visual translation of the plot was achieved, so that the preliminary preparation for design application was made. Driven by the preset plot, the design language and display space were planned to finally tell the campus story and show the charm of the event. The questionnaire was set up with the help of narrative objectives to evaluate the design, and the result was satisfactory, representing that the commemorative and emotional value of the admission letter was enhanced, and the application result was basically in line with the event expectation. The conceptual transformation of thematic visual design builds a more ideal reading space and strengthens the ideological height of text content and visual graphics. At the same time, with the assistance of genetic hierarchy analysis, the distance between the design results and the users is vigorously brought closer, ensuring readability and enriching the expression level of visual language.