YATING LIU

My name is Yating Liu, and I am an experienced graphic designer with a strong creative background. I proudly hold a BFA degree from the prestigious New York School of Visual Arts, where I honed my skills and developed a passion for visual communication. Following my graduation, I had the privilege of working at renowned design companies in New York City, including Viacom, Prophet, and now in 2X4 (Beijing), . These experiences provided me with valuable opportunities to collaborate with talented professionals and work on a diverse range of projects. I am grateful to have received recognition for my work, having been honored with esteemed awards such as the A Designer Winner, Hermes Platinum Award, Indigo Gold Award, and GDUSA Award. These accolades serve as a testament to the dedication and craftsmanship that I pour into every design I create. Throughout my career, I have had the pleasure of collaborating with esteemed clients such as CBRE, Aranya, Fubon Art Museum, ByteDance, and many others. These collaborations have allowed me to apply my skills to various industries and contribute to the visual identity and success of notable brands and organizations. I initially pursued a bachelor's degree in Applied Economics, influenced by my parents. However, as I approached graduation, I started contemplating my future path. It was during this time that the idea of design emerged. Although I had always been interested in design since I was young, I hadn't formed a clear vision until that sleepless night when I began questioning what I truly loved and what I wanted to do in the future. I vividly remember the moment I first set foot in the Hong Kong Polytechnic University School of Design. I felt a sense of happiness and conviction, perhaps because I had experienced chaotic and uncertain days, making me cherish the encounter with something I truly loved. I still recall the words spoken by a senior on that day, words that became my motto and reinforced my determination to become a designer. " In the journey of life, discover something that you possess the ability to do, feel a genuine love for, understand as something meaningful and valuable to society, and recognize as a task that specifically requires your unique contribution. Embrace the realization that in this very moment, you are living out that purpose." This realization and the pursuit of design as a career have been driven by a combination of passion, purpose, and a desire to make a meaningful impact. The creative field allows me to channel my interests, skills, and imagination into tangible forms of expression. It provides me with the opportunity to solve problems, communicate ideas, and evoke emotions through visual means.

Design's Timeless Relevance: Design is an industry that spans back to ancient totemic cultures and extends into the future of intelligent innovations. It is a lifelong pursuit, where one can continuously explore and contribute to the evolution of design, leaving a lasting impact on society. Constant Challenge and Curiosity: Design is a field where problem-solving leads to new challenges, creating an ongoing cycle of growth and discovery. It fuels curiosity, inspires a thirst for challenges, and keeps designers constantly engaged and energized. The ever-evolving nature of design ensures that there is always something new to explore and learn. Impactful Transformation: Design has the power to transform lives, habits, and perspectives. It brings about positive change and updates outdated notions. It shapes the way we interact with the world and influences societal progress. Engaging in design work provides a sense of purpose, social value, and a deep understanding of the meaningful impact design can have on individuals and communities. Overall, these three aspects highlight the enduring nature of design, the constant intellectual stimulation it offers, and its ability to bring about positive change, making the industry a rewarding and fulfilling profession to be a part of.

In my design process, I strive to achieve a sense of harmony, balance, and comfort in my work. Within my designs, I aim to create a visual language that is harmonious and pleasing to the eye. I carefully balance elements such as color, composition, and typography to ensure a cohesive and aesthetically pleasing outcome. By finding the right equilibrium, I create an overall sense of visual balance that is visually appealing and engaging. Furthermore, I prioritize creating a comfortable experience for the viewer. I consider the user's journey and aim to design with clarity and ease of use in mind. Whether it's through intuitive navigation, clear messaging, or thoughtful user interfaces, I seek to provide a seamless and enjoyable experience for those interacting with my designs. Overall, my creative style is characterized by a desire to evoke a feeling of tranquility and visual satisfaction. By incorporating elements of harmony, balance, and comfort, I strive to create designs that not only capture attention but also provide a sense of calm and visual delight for the audience.

What captivates me the most in the design process is that immersive and focused state of mind, akin to submerging oneself into the depths of the ocean during a deep diving expedition. Everyday life feels like floating on the surface of the sea, but when I engage in design, it's like embarking on a profound dive.

A sense of fulfillment, joy, and comfort. I don't care if my work becomes popular or widely loved, but I care deeply about whether it can truly touch the soul and express the subtle and nuanced emotions of people.

Focus is the key to success. Stay deeply immersed in the areas you are passionate about and skilled in, without allowing external influences or the opinions of others to distract you. To create impressive works, you need to move yourself before you can move others. You must immerse yourself in your work to find the elements that resonate the most and bring them to their fullest expression.

Resonance: Can this work evoke a sense of resonance? Can it convey an emotional impact to me and be communicated in a suitable, appropriate, and friendly manner?

My husband was very excited recently when he told me that he used the newly released Suno AI to write a song for our newborn son. It's actually pretty good! He wrote the lyrics himself and told the AI what style he wanted the song to be and what emotions he wanted to convey. This got me thinking that in this era of AI prevalence, each of us can express emotions in our own unique way. This means that in the future, it will be challenging to see trends in design and art that are universally praised and loved by the masses, because everyone will seek designs that resonate with them personally, unique designs, niche designs, rather than designs loved by the mainstream. This also implies that designers need to break out of conventional thinking, get closer to life, challenge traditions, and create designs that truly resonate with people's deeper emotional needs, rather than producing uniform designs with fixed patterns, which could easily be replaced.

China's unique cultural heritage contributes to its distinctiveness in the creative industry. The concept of Yin and Yang, representing balance and harmony, is deeply ingrained in Chinese culture. This principle is often reflected in the creative works produced, where there is a deliberate effort to achieve a harmonious balance between elements. Chinese typography, in particular, stands out as a significant area of focus and expertise. With a rich history and continuous development, Chinese characters have undergone reform, enrichment, and standardization. The study and exploration of Chinese typography have become essential aspects of visual communication. It is not enough to excel in English typography; there is a need to excel in Chinese typography as well. By embracing the nuances and complexities of Chinese characters, designers in China have the opportunity to create visual narratives that resonate with Chinese audiences on a deeper level. The visual order and harmony inherent in Chinese typography provide a unique lens through which designers can communicate and evoke emotions effectively. Furthermore, China's vast and diverse cultural landscape offers a wealth of inspiration and creative resources. From traditional art forms and ancient architectural marvels to vibrant festivals and regional customs, Chinese culture provides a rich tapestry of elements that can be incorporated into creative projects, giving them a distinctively Chinese flair. In summary, China's cultural emphasis on balance and harmony, coupled with the importance placed on Chinese typography, contributes to its unique position in the creative industry. The exploration and mastery of Chinese characters provide designers with a valuable opportunity to create visually engaging and culturally resonant works that stand out in a global context.

Brainstorming is where creativity begins, the moment when ideas unfold. When starting a new project, I often feel excited to grab a large sheet of paper and start conceptualizing, freely doodling, or creating the mindmap. It's a moment of freedom and exhilaration. Additionally, I immerse myself in various activities like engaging in conversations with different people, researching relevant books, and gathering images, rather than rushing to open design software. Although each project follows a somewhat fixed and repetitive process, I gather insights and experiences from my observations and contemplations, which shape the foundation for the next endeavor. It could be a sentence from a conversation with family, a visit to a newly opened restaurant, or encountering a fresh perspective. This process is akin to threading a string through a string of pearls, where each encounter influences the mindset when approaching a new project. Design, in fact, acts as the thread that quietly interconnects the various strands of everyday life, omnipresent and facilitating energy transfer across different domains. Challenges inevitably arise as the process unfolds. These obstacles can be minor hiccups, quickly resolved with technical solutions, or they can be significant problems requiring a complete reassessment and restarting from scratch. However, these hurdles often ignite a greater sense of determination in me to overcome them, as they also tend to coincide with reaching a stage of stability that requires an injection of excitement. As a project progresses into its middle or later stages, I sense the transformation of the design from a two-dimensional plane to a three-dimensional or even four-dimensional space. It's akin to constructing a house, moving from sketches to foundations, building the entire structure, and finally adding the finishing touches. The design becomes increasingly complete and three-dimensional, evolving into its unique realm with its distinct tone. It extends beyond visual elements, considering minute details and macroscopic aspects. Designers become more perceptive and focused at this stage, creating a holistic and immersive experience. Ultimately, my creative and design process involves a balance between free-flowing exploration, overcoming challenges, and refining ideas into multidimensional designs. It is a continuous journey of observation, inspiration, and meticulous craftsmanship that elevates a concept from mere visuals to an immersive and engaging experience.

Focus is the key to success. Love the world, experience the world, observe and perceive the world like a child. Additionally, having a clear sense of purpose is crucial. As you dive into your pursuits, know your direction and where you want to go. It's not just about being fully engaged; it's about having a defined purpose that guides your actions and decisions.

In the future, I may be more interested in experimental projects, such as niche consumer goods, art galleries, art exhibitions, etc. I hope my designs can be achieved using new technologies and make breakthroughs.

Email is the most convenient way to contact me. You can reach me at yatingliu23@gmail.com. Not only can you contact me for design work, but you can also share your thoughts on design or any other interesting ideas you have.

I initially pursued a bachelor's degree in Applied Economics, influenced by my parents. However, as I approached graduation, I started contemplating my future path. It was during this time that the idea of design emerged. Although I had always been interested in design since I was young, I hadn't formed a clear vision until that sleepless night when I began questioning what I truly loved and what I wanted to do in the future. I vividly remember the moment I first set foot in the Hong Kong Polytechnic University School of Design. I felt a sense of happiness and conviction, perhaps because I had experienced chaotic and uncertain days, making me cherish the encounter with something I truly loved. I still recall the words spoken by a senior on that day, words that became my motto and reinforced my determination to become a designer. " In the journey of life, discover something that you possess the ability to do, feel a genuine love for, understand as something meaningful and valuable to society, and recognize as a task that specifically requires your unique contribution. Embrace the realization that in this very moment, you are living out that purpose." This realization and the pursuit of design as a career have been driven by a combination of passion, purpose, and a desire to make a meaningful impact. The creative field allows me to channel my interests, skills, and imagination into tangible forms of expression. It provides me with the opportunity to solve problems, communicate ideas, and evoke emotions through visual means. Choosing to become creative as a result of self-reflection, a deep connection to design since childhood, and a genuine desire to engage in a fulfilling and purposeful profession. It brings me joy to create and contribute to the world of design, and I am grateful for the path I have chosen.

In my creative style, I strive to achieve a sense of harmony, balance, and comfort in my work. Within my designs, I aim to create a visual language that is harmonious and pleasing to the eye. I carefully balance elements such as color, composition, and typography to ensure a cohesive and aesthetically pleasing outcome. By finding the right equilibrium, I create an overall sense of visual balance that is visually appealing and engaging. Furthermore, I prioritize creating a comfortable experience for the viewer. I consider the user's journey and aim to design with clarity and ease of use in mind. Whether it's through intuitive navigation, clear messaging, or thoughtful user interfaces, I seek to provide a seamless and enjoyable experience for those interacting with my designs. Overall, my creative style is characterized by a desire to evoke a feeling of tranquility and visual satisfaction. By incorporating elements of harmony, balance, and comfort, I strive to create designs that not only capture attention but also provide a sense of calm and visual delight for the audience.

What captivates me the most in the design process is that immersive and focused state of mind, akin to submerging oneself into the depths of the ocean during a deep diving expedition. Everyday life feels like floating on the surface of the sea, but when I engage in design, it's like embarking on a profound dive. Perhaps it's because of my personality, being easily influenced by people and events in my surroundings. In daily life, I tend to be sensitive to interpersonal relationships and the occurrences around me. However, design is the only realm where I can truly immerse myself, disregarding distractions. It doesn't mean that I isolate myself and become oblivious to the outside world while designing. Instead, it represents a state of being, where I find a sense of balance and inner peace. This state allows me to explore my thoughts and ideas, free from external disturbances. It grants me the opportunity to channel my focus and creativity, diving deeper into the depths of design possibilities. It's a time when I can fully express my artistic vision, experiment with various concepts, and refine my designs with unwavering dedication. This immersive experience brings a sense of fulfillment and satisfaction, as I witness my ideas taking shape and evolving into meaningful and impactful designs. In this special zone of design, I discover a sense of calm and clarity, enabling me to unleash my creativity and fully engage with the artistic process. It is a deeply rewarding and rejuvenating experience that fuels my passion for design and keeps me continuously inspired.

I was born in Beijing, a vibrant and diverse city. However, during my upbringing, graphic design wasn't widely known or pursued, limiting my exposure and understanding of the profession. I later transferred to Hong Kong for university. Hong Kong struck me as a bustling yet nostalgic city, where students were perceptive and thoughtful about their surroundings and the world. Many shops there had decades-old traditions and craftsmanship, even small dim sum eateries cherished and preserved ancestral techniques and spirits. My 6 and half years in Hong Kong left me with cherished memories, reminding me to stay true to my roots and pay attention to details in my design work, creating heartfelt pieces. I then transferred to SVA in New York City to study graphic design. This experience significantly enhanced my professionalism, understanding, and skills in graphic design. I describe New York as "inclusive," where regardless of background, education, or money, you can find a lifestyle that suits you. It's a place of freedom, especially in creative endeavors, allowing me to fearlessly pursue design without the fear of failure or ridicule—an essential aspect for any creator, isn't it?

Design can be traced back to ancient totemic cultures and will extend into the intelligent future. It's something that can be done for a lifetime. Design solves problems while also creating them, in an endless cycle. It's something that keeps one curious, ignites the desire for challenges, and never tires. Design changes lives, habits, perceptions, and updates concepts. It's something that instills a sense of social value, purpose, and meaning. My advice to designers is: Focus and passion: Immersing yourself in what you do, eagerly seeking improvement, and welcoming others' advice and assistance. Persevering on the path of design is tough and tiring, requiring much perseverance and enduring many trials and tribulations. So, be prepared for a marathon. Dare to make mistakes, embrace imperfection: Sometimes fear of making mistakes stems from not wanting to accept one's imperfections or facing uncertainty. Especially in the creative process, the more recognition and encouragement one receives, the more likely they are to be constrained, afraid of making mistakes, and scared of not being able to sustain success and recognition. This mentality can hinder progress. Making mistakes here doesn't just mean doing something "wrong," but rather daring, unconventional, even offensive, bold explorations. It's valuable to not repeat safe, repetitive work; try incorporating new insights each time, even if unsuccessful. You'll find your progress accelerating and your unique style emerging. Don't dwell on whether you're confident enough, as confidence is overrated: For students just learning design, seeing confident individuals or being labeled as talented can be troubling. People always say to believe in yourself and not be influenced by others, but in reality, it's challenging living in a society. True confidence doesn't just come from psychological suggestions but from practical, repeated practice. To truly gain confidence, practice more, strengthen skills in unfamiliar areas, excel in areas of proficiency. With more practice over time, you'll undoubtedly become confident.

Resonance: Can this work evoke a sense of resonance? Can it convey an emotional impact to me and be communicated in a suitable, appropriate, and friendly manner?

I believe that the most profound influence on my creative process comes from Chinese typography. Chinese characters have a rich history spanning thousands of years, constantly evolving and developing. Whether it's the complexity of intricate brushstrokes or the simplicity of a single vertical or horizontal line, each Chinese character possesses its own unique and independent visual characteristics and harmonious structure. When combined, these characters form a coherent rhythm, providing a visual delight. From an early age, we learn to write within square grids, and as we grow, each person develops their own distinctive handwriting style. Chinese typography embodies the pinnacle of harmony and balance, which is what I strive to achieve in my work—a sense of harmony and comfort. Balance doesn't necessarily mean symmetry or uniformity; rather, it refers to the organic integration of different elements, creating a visual experience that seeks freedom within limitations. The cultural heritage of my country, with its intricate calligraphy and beautifully crafted characters, has deeply influenced my appreciation for aesthetics, composition, and the harmonious interplay of visual elements. It has instilled in me a profound respect for the art of typography and its ability to convey meaning and emotion through the graceful arrangement of characters. This cultural heritage serves as a constant reminder of the importance of balance, elegance, and the power of simplicity in design. It has shaped my creative process, guiding me to seek beauty, balance, and a sense of cultural identity in my designs.

My name is Yating Liu, and I am an experienced graphic designer with a BFA degree from School of Visual Arts, where I honed my skills and developed a passion for visual communication. Following my graduation, I had the privilege of working at renowned design companies in New York City, including Viacom, Prophet, and 2X4 (Beijing). These experiences provided me with valuable opportunities to collaborate with talented professionals and work on a diverse range of projects. Throughout my career, I have had the pleasure of collaborating with esteemed clients such as CBRE, ByteDance, Aranya Culture, Fubon Art Museum,and many others. These collaborations have allowed me to apply my skills to various industries and contribute to the visual identity and success of notable brands and organizations. I am grateful to have received recognition for my work, having been honored with esteemed awards such as the Hermes Platinum Award, Indigo Gold Award, and GDUSA Award. These accolades serve as a testament to the dedication and craftsmanship that I pour into every design I create. During my time at SVA, I honed my graphic design skills and concepts. Elliott Walker's typography class sparked my passion for creating diverse fonts. Choosing Scott Buschkuhl as my thesis advisor allowed me to delve deeper into graphic design, especially brand design, enhancing my professionalism through thorough practice. Louise Fili’s packaging class introduced me to Italian-style design and expanded my creative thinking. Overall, SVA provided an environment for me to explore experimental projects, fostering my creativity and ensuring my work stands out with originality.

I initially pursued a bachelor's degree in Applied Economics, influenced by my parents. However, as I approached graduation, I started contemplating my future path. It was during this time that the idea of design emerged. Although I had always been interested in design since I was young, I hadn't formed a clear vision until that sleepless night when I began questioning what I truly loved and what I wanted to do in the future. I vividly remember the moment I first set foot in the Hong Kong Polytechnic University School of Design. I felt a sense of happiness and conviction, perhaps because I had experienced chaotic and uncertain days, making me cherish the encounter with something I truly loved. I still recall the words spoken by a senior on that day, words that became my motto and reinforced my determination to become a designer. " In the journey of life, discover something that you possess the ability to do, feel a genuine love for, understand as something meaningful and valuable to society, and recognize as a task that specifically requires your unique contribution. Embrace the realization that in this very moment, you are living out that purpose." This realization and the pursuit of design as a career have been driven by a combination of passion, purpose, and a desire to make a meaningful impact. The creative field allows me to channel my interests, skills, and imagination into tangible forms of expression. It provides me with the opportunity to solve problems, communicate ideas, and evoke emotions through visual means. Choosing to become creative as a result of self-reflection, a deep connection to design since childhood, and a genuine desire to engage in a fulfilling and purposeful profession. It brings me joy to create and contribute to the world of design, and I am grateful for the path I have chosen.

In my creative style, I strive to achieve a sense of harmony, balance, and comfort in my work. Within my designs, I aim to create a visual language that is harmonious and pleasing to the eye. I carefully balance elements such as color, composition, and typography to ensure a cohesive and aesthetically pleasing outcome. By finding the right equilibrium, I create an overall sense of visual balance that is visually appealing and engaging. Furthermore, I prioritize creating a comfortable experience for the viewer. I consider the user's journey and aim to design with clarity and ease of use in mind. Whether it's through intuitive navigation, clear messaging, or thoughtful user interfaces, I seek to provide a seamless and enjoyable experience for those interacting with my designs. Overall, my creative style is characterized by a desire to evoke a feeling of tranquility and visual satisfaction. By incorporating elements of harmony, balance, and comfort, I strive to create designs that not only capture attention but also provide a sense of calm and visual delight for the audience.

Focus is the key to success. Stay deeply immersed in the areas you are passionate about and skilled in, without allowing external influences or the opinions of others to distract you. Additionally, having a clear sense of purpose is crucial. As you dive into your pursuits, know your direction and where you want to go. It's not just about being fully engaged; it's about having a defined purpose that guides your actions and decisions.

Resonance: Can this work evoke a sense of resonance? Can it convey an emotional impact to me and be communicated in a suitable, appropriate, and friendly manner?

Focus is the key to success. Stay deeply immersed in the areas you are passionate about and skilled in, without allowing external influences or the opinions of others to distract you. To create impressive works, you need to move yourself before you can move others. You must immerse yourself in your work to find the elements that resonate the most and bring them to their fullest expression.

I might become a teacher who inspires children in the field of aesthetics. I am especially interested in working in underprivileged areas where access to art education is limited. Teaching the importance of beauty is crucial, particularly starting from a young age.

Although I approach design through the lens of a graphic designer, it is important to recognize that design extends beyond our specific field. It encompasses how individuals perceive themselves and the world around them in unique ways. Take, for instance, the fascinating methods some people employ to introduce themselves or the unconventional approaches they adopt to enhance work efficiency. Design is not confined to the realm of artists alone. In reality, anyone can experience a moment of extraordinary inspiration at any given time, becoming the fertile ground where creativity thrives. The yearning for beauty serves as the inherent driving force behind the cultivation of design. It is crucial, above all, to remain attuned to life's perceptions and avoid falling into the trap of rigidity or apathy. By staying connected to the vibrancy of existence, you will continuously encounter and manifest your own creativity.

My father has been the greatest inspiration in my life. Despite residing abroad for most of my childhood and infrequent meetings, he would often send me intriguing handicrafts and toys. He had a penchant for exploring flea markets and would find unique items. I vividly remember a boldly colored pencil case that could be unfolded into a desk calendar, a Garfield-shaped landline telephone, and the first Swatch watch he gifted me. From then on, my father would bring me a new Swatch watch from every place or country he visited, turning me into a Swatch enthusiast and collector. Swatch watches became the initial catalyst for my perception of creativity. Despite their fixed structural design, they showcased an endless array of variations and innovative designs, from dial pointers to materials to forms. Every time I revisit them, I am amazed by their creativity.