In the context of all-media integration, cultural and creative products play an important role in activating and disseminating traditional Chinese culture in a diversified media platform. From the perspective of the whole-process creative production view, design and communication can be used as the whole life process of cultural and creative products with two wings. Based on the semiotic analysis framework of the ternary communication model, the development of the current representative cultural and creative products has experienced a triple path of creative coding of cultural stories, creative production of integrated media and the construction of cultural and creative IP systems, which ultimately stimulate cultural creativity value transformation on the production, dissemination and consumption ends of cultural and creative products.