Shaoyang Chen

Specialized in Advertising Design.

Shaoyang Chen

About Shaoyang Chen

Shaoyang Chen, an alumnus of the School of Visual Arts Master of Fine Arts Design program, is a multi-disciplinary designer with a journalism background. As a third culture kid who grew up in the east but received educated in the west, she believes design, as a visual translation for different cultures, builds a bridge for communication. In 2022, Shaoyang founded her personal label, Aydada, as a space for creativity and collaboration among young artists.

  • Winner of the A' Design Award.
  • Specialized in Advertising Design.
  • Original Design.
  • Creative, Diligent and Innovative.
  • All Designs
  • Advertising
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Interview with Shaoyang Chen

Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
I have always been a "magazine junkie" and it was so natural that I got myself interested in graphic design while collecting infinite indie magazines.
Can you tell us more about your company / design studio?
I found my company Aydada after graduating from school of visual arts. The design practice was focused on branding and campaign for film. I saw how indepdent film directors were struggling to get designers onto their film projects and I wanted to help by putting more resources into the community. Thus I started to develop relationship with film directors and found a way to enhance their story telling by the use of graphic design.
What is your most favorite design, could you please tell more about it?
Recently I really like Richard Turley. His design is a perfect combination of humor, storytelling and fine taste.
What was the first thing you designed for a company?
I started my career as an editorial designer at Missourian, a local newspaper in Columbia, Missouri. So newspaper was the first thing I designed for a company.
When do you feel the most creative?
It's like practicing shooting basketball. Once after couple hours of warm up design riff, I will be in the most efficient and creative design rhythm.
What makes a design successful?
If a design tells a story or a full concept, then it's successful.
When judging a design as good or bad, which aspects do you consider first?
I really focuses on whether a design touches a person's heart. That's the most valuable thing Stefan Sagmeister taught me at grad school.
From your point of view, what are the responsibilities of a designer for society and environment?
Designers should be aware of the messages they put out there. Be countable for your art works and don't hurt people with your arts.
How do you think the "design field" is evolving? What is the future of design?
Nowadays design fields basically covers everything related with graphics, typography and design thinking. The future of design might be similar to the music we hear nowadays. As different culture influences one another, the new wave of creativity will be pushed to the peak.
When was your last exhibition and where was it? And when do you want to hold your next exhibition?
My last exhibition was in New York back in 2022. I am planning to put out more exhibitions in NYC in 2024 as well.
Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
My design inspiration usually comes from conversations with people. Talking to people is very important as graphic design can be a lone-wolf job. I constantly remind myself to open to other people's perspectives to gain a broader view of the world.
How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
I would describe my design style as service focused as I really value if design can help my clients to form a stronger concept or generate a bigger commercial profit.
Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
I currently live in Portland Oregon, USA as I am working at the headquarter of Wieden+Kennedy. I was brought up in China and lived in Tokyo for half a year. The cultural influences from all the places I have ever lived really help shapes my unique perspective of things, which I constantly feel grateful for.
How do you work with companies?
The first conversation with my client always builds a solid base for me to understand their design aesthetic and value. And I will come up with a strategic plan for the next meeting to move the project forward.
What are your suggestions to companies for working with a designer? How can companies select a good designer?
Be open to designer's suggestions and trust your design partner's instinct. Most of the time a healthy client relationship comes from trust.
Can you talk a little about your design process?
After choosing a concept to move on, I will start a design riff. In this session, I give myself completely creative freedom to break down the concept into different visual solutions, from the wildest to the mildest. From there, I will narrow down to one solution that is the most practical for the subject I am working on.
What are 5 of your favorite design items at home?
Pen, Sketch paper, earphones, a big computer screen and a youtube video of 4-hour ambient sound playlist.
Can you describe a day in your life?
I start my day with a 30 minute work-out. And when I arrived at my office, I try to make a list of things that I should finish by the end of day. After that, I will grab a coffee and be ready to work.
From your perspective, what would you say are some positives and negatives of being a designer?
Being a designer can always work with fun people or fun clients. But most designers have back ache issue. Working out is also very important for designer to build a sustainable lifestyle.
What is your "golden rule" in design?
300%. Always bring 300% creativity to the table. Even sometimes your clients are conservative, you may still be able to get a 100% design as a result.
Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
Adobe creative suite. And I love go through magazines for ideas as well.
Designing can sometimes be a really time consuming task, how do you manage your time?
Make a to-do list and finish your tasks according to their priorities.
What was your most important job experience?
I really like my current job at Wieden + Kennedy portland office. I met some of the best art directors, copywriters, and designer in our current time. I got so much mentorship that fostered my design practice and creativity.
Who are some of your clients?
I previously worked on projects for Chinese artist Chen Yujun, Land Rover, Long Museum, and film director Alam Virk, Sarab Sahani. I recently also worked on HP as associate art director and Vacation Inc. as art director.
What are your future plans? What is next for you?
I want to get more gigs as an art director and i would love to hop on more films and music project.
How can people contact you?
I am always reachable by email that is listed on my personal website.
Any other things you would like to cover that have not been covered in these questions?
It's been a great pleasure to be invited for this interview. Thank you for having me.

Designer of the Day Interview with Shaoyang Chen

Could you please tell us about your experience as a designer, artist, architect or creator?
Before my design career, I briefly worked at NBC Missouri affiliate as a digital producer. Afte that, I started my design career as an editorial designer at Missourian newspaper (Columbia,MO), Avenue magazine (New York,NY). After graduating from School of Visual Arts with a design master, I worked at San Francisco Film Festival as a branding designer. During this time, I also worked on some freelance projects with film directors, Land Rover, artists and art museums.Currently I am working at Wieden Kennedy and worked on art direction projects for HP and Vacation.
How did you become a designer?
I have always been a "magazine junkie" and it was so natural that I got myself interested in graphic design while collecting infinite indie magazines.
What are your priorities, technique and style when designing?
I learn "300% rule" at Wieden Kennedy. I always bring in 300% creativity when I first started a project. Even there might be any restraints from clients and brands, since we have 300% creativity on the table, clients and I can have more freedom to pick and choose what we want. The final design solution can be as close to as 100% creativity.
What particular aspects of your background shaped you as a designer?
My journalism background trained my perspective and helps me bring in more storytelling into my design.
What is your growth path? What are your future plans? What is your dream design project?
During my partnership with different clients, I came to realize that design is a service-focused art form. Communication is very important. I would love to hop on more film and music projects for the coming year.
What are your advices to designers who are at the beginning of their career?
Hardworking, perseverance and resilience will take you to your dream project.
You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?
One difficulty I came across most when I first started is that designers are usually active in a very tight, inner circle. I wish my peers can build a more open-source community for future designers.
What is your day to day look like?
I start my day with a 30 minute work-out. And when I arrived at my office, I try to make a list of things that I should finish by the end of day. After that, I will grab a coffee and be ready to work.
How do you keep up with latest design trends? To what extent do design trends matter?
Personally, I don't care much about design trends. Everyone is able to start the next trend as we are living in the internet era. But I do check out art magazines as I am constantly curious about what's happening with the new generation.
How do you know if a product or project is well designed? How do you define good design?
If you can get the idea at the first glance, then that design is a good one. Good designs always send out clear and crystal messages.
How do you decide if your design is ready?
A design can never be ready as most designers are just perfectionist by nature. Realistically, there's always a deadline waiting for the designers. And designers should bring 300% creativity force until they hit the finish line.
Who is your favourite designer?
Recently I really like Richard Turley. His design is a perfect combination of humor, storytelling and fine taste.
Would you tell us a bit about your lifestyle and culture?
I had lived in many cities. I was brought up in China and lived in Tokyo for half a year. And after that I lived in Missouri, New York City, Chicago, Las Vegas, the bay and currently live in Portland, Oregon.The cultural influences from all the places I have ever lived really help shapes my unique perspective of things, which I constantly feel grateful for.
Would you tell us more about your work culture and business philosophy?
As I taking more clients and projects, I realize strategy is part of design as well. A good design combines a strong concept, a fine execution and a smart strategy. A good design presentation requires designers to have a visual fluency to complete the performance of explaining a design idea.
What are your philanthropic contributions to society as a designer, artist and architect?
I always try my best to help young creatives in the industry. Part of the reason that I started the company is to help young and indepdent film directors by making design resources more accessible.
What positive experiences you had when you attend the A’ Design Award?
It's my first time participating in this award and I feel lucky to win this award. I am very grateful of being the designer of the day. I hope my experience can encourage more designers.

Extended Interview with Shaoyang Chen

Could you please tell us about your experience as a designer, artist, architect or creator?
I had a journalism bachelors degree. Before my design career, I briefly worked at NBC Missouri affiliate as a digital producer. After that, I started my design career as an editorial designer at Missourian newspaper (Columbia,MO), Avenue magazine (New York,NY). After graduating from School of Visual Arts with a design master, I worked at San Francisco Film Festival as a branding designer. During this time, I also worked on some freelance projects with film directors, Land Rover, artists and art museums.Currently I am working at Wieden Kennedy and worked on art direction projects for HP and Vacation.
How did you become a designer?
I have always been a "magazine junkie" and it was so natural that I got myself interested in graphic design while collecting infinite indie magazines.
What are your priorities, technique and style when designing?
Yes I am very determined to become a designer as I feel a sense of freedom when I design.
Which emotions do you feel when designing?
I currently working on some art direction projects. In the future, I would love to hop on more films and music project.
What particular aspects of your background shaped you as a designer?
Hardworking, perseverance and resilience will take them further and higher than where I am now.
What is your growth path? What are your future plans? What is your dream design project?
A good designer can finishes the task and delivers beautiful visual assets. A great designer can come up with a strong idea that people can get it with the first glance.
What are your advices to designers who are at the beginning of their career?
I really focuses on whether a design touches a person's heart. That's the most valuable thing Stefan Sagmeister taught me at grad school.
You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?
A good design connects people together. Good design makes people feel they are seen and heard.
How do you know if a product or project is well designed? How do you define good design?
I learn "300% rule" at Wieden Kennedy. I always bring in 300% creativity when I first started a project. Even there might be any restraints from clients and brands, since we have 300% creativity on the table, clients and I can have more freedom to pick and choose what we want. The final design solution can be as close to as 100% creativity.
How do you decide if your design is ready?
I recently like Tibor Kalman. He's so cool and his concept is so strong.
What is your biggest design work?
I really like the newspaper Civilization by Richard Turley. I found this fun newspaper during the pandemic lockdown when I was living in New York City. It gave me so much joy and the graphics are sick.
Who is your favourite designer?
I really like the title sequence I did for Alam Virk's movie Boxed. It has a strong visual concept and completes the fullness of the story as well.
Would you tell us more about your work culture and business philosophy?
Probably a streamer for Tik Tok live-stream shopping. It looks like a fun job.
What positive experiences you had when you attend the A’ Design Award?
My parents, my professors at SVA and my mentors at Wieden Kennedy.

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