Yunzi Liu

Specialized in Advertising Design.

Yunzi Liu

About Yunzi Liu

Yunzi Liu is a designer with an MFA degree in Graphic Design from Maryland Institute College of Art. Currently, she serves as a Digital Marketing Designer and Design Director at the New York School of Arts and the Dean of Academics and Director of the Design Department at ViennArt Academy.

  • Winner of the A' Design Award.
  • Specialized in Advertising Design.
  • Original Design.
  • Creative, Diligent and Innovative.
  • All Designs
  • Advertising
Viennart Academy Branding

Viennart Academy Branding

Advertising Design


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Interview with Yunzi Liu

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?
Prior to college, I had a decade of experience with fine art. Then, my design journey began during my college years when I self-taught graphic design as a passion project. After graduating, I delved deeper into the field by joining UID WORKS, a prestigious design agency based in Beijing, China. Seeking to broaden my horizons and deepen my understanding of design principles, I later embarked on a transformative journey to the United States. Here, I pursued a Master of Fine Arts (MFA) degree in Graphic Design at the esteemed Maryland Institute College of Art (MICA). These experiences shaped me into the designer I am today. I chose to become a designer after majoring in English during college. During my college years, I realized my attraction to visual beauty was as strong as my appreciation for linguistic beauty. Alongside my pursuit of learning new languages, I felt a strong desire to pursue a career in visual art. This convergence of interests and experiences ultimately led me to embrace design as my chosen field, where I could combine my love for both visual aesthetics and linguistic expression.
Can you tell us more about your company / design studio?
As a designer, I have the privilege of working both in-house for the New York School of Arts and ViennArt Academy and independently as a website designer.
What is "design" for you?
Design is my chosen mode of expression, akin to languages I've studied. Just as languages convey stories and emotions, design communicates narratives and ideas. I consider both creator and viewer perspectives to ensure effective communication. Design transcends aesthetics, fostering connection and inspiring change. It's a language of its own, uniting people and sparking dialogue. Through my work, I aim to harness design's power to articulate stories, evoke emotions, and advocate for meaningful ideas. In essence, design serves as a bridge between cultures, ideologies, and emotions, facilitating meaningful exchanges and inspiring positive change. As I continue to explore the boundless possibilities of design, I remain committed to using this language to create impactful experiences that resonate with people on a deep and meaningful level.
What kinds of works do you like designing most?
Currently, my focus lies in graphic design, with a keen emphasis on branding, poster design, and package design. Looking ahead, I'm eager to delve into the realm of three-dimensional design, as I believe it offers exciting opportunities to expand my creative repertoire and explore immersive experiences in design.
What is your most favorite design, could you please tell more about it?
My most favorite design project would have to be the ViennArt Academy branding project. It holds a special place in my heart because it not only allowed me to exercise my creative skills but also played a significant role in establishing the visual identity of an institution dedicated to fostering artistic talent. Being involved in the design process from conception to realization was incredibly rewarding, and seeing the brand come to life across various marketing materials and signage was truly fulfilling.
What was the first thing you designed for a company?
The first project I designed independently was a logo for Eddingpharm, a pharmacy company specializing in cancer treatments.
What is your favorite material / platform / technology?
As a website designer, I have a particular affinity for digital platforms and technologies. I enjoy working with tools like Adobe Suite and Figma. These programs provide a seamless workflow and enable me to bring my design concepts to life with precision and efficiency.
When do you feel the most creative?
I find that I feel most creative when I'm in a relaxed environment with minimal distractions. Whether it's early in the morning with a fresh cup of coffee or late at night when the world is quiet, I tend to be most productive and inspired when I have the freedom to explore ideas without constraints.
Which aspects of a design do you focus more during designing?
During the design process, I place a strong emphasis on both form and function. I strive to create designs that not only look visually appealing but also effectively communicate the intended message and serve the needs of the target audience. Balancing aesthetics with usability is crucial to producing successful design solutions.
What kind of emotions do you feel when you design?
When I'm in the midst of designing, I often experience a mix of excitement, focus, and satisfaction. There's a sense of exhilaration that comes from translating abstract ideas into tangible visual expressions, coupled with a deep sense of fulfillment when I see my designs come together cohesively.
What kind of emotions do you feel when your designs are realized?
Seeing my designs realized elicits a sense of pride and validation. Whether it's seeing a website go live or witnessing the impact of a branding campaign, there's a profound satisfaction in knowing that my work has made a tangible difference and resonated with its intended audience.
What makes a design successful?
A successful design is one that effectively fulfills its intended purpose and resonates with its target audience. It should be visually engaging, functional, and memorable, while also communicating the desired message or eliciting the intended response. Ultimately, a successful design is one that achieves its objectives and leaves a lasting impression on its audience.
When judging a design as good or bad, which aspects do you consider first?
When evaluating a design, I first consider its clarity and effectiveness in conveying the intended message. I look at factors such as visual hierarchy, typography, and overall composition to assess whether the design effectively communicates its purpose. Additionally, I consider elements like creativity, originality, and attention to detail in determining the overall quality of the design.
From your point of view, what are the responsibilities of a designer for society and environment?
Designers have a responsibility to use their skills and expertise to create positive impact on society and the environment. This includes advocating for sustainability, inclusivity, and social responsibility in their design practices. Designers should strive to create solutions that address real-world problems, improve quality of life, and promote equity and justice for all.
How do you think the "design field" is evolving? What is the future of design?
The design field is constantly evolving in response to advances in technology, changes in consumer behavior, and shifting societal values. As we move forward, I believe we'll see a greater emphasis on human-centered design, sustainability, and digital innovation. Designers will play a crucial role in shaping the future by creating solutions that address complex challenges and improve the lives of people around the world.
When was your last exhibition and where was it? And when do you want to hold your next exhibition?
My last physical exhibition was the 40 x 40 A'Design Award & Competition Exhibition. Following that event, I transitioned to working in-house. Since then, I've participated in several online exhibitions, but I haven't had the opportunity to hold another physical exhibition. As for my next exhibition, I'm currently focused on my in-house work, but I'm open to considering exhibition opportunities in the future, whether they be physical or online.
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 often stems from a variety of sources, including nature, art, literature, and culture. I find that immersing myself in different experiences and exposing myself to diverse perspectives helps fuel my creativity. Whether it's taking a walk in nature, visiting an art exhibition, or reading a thought-provoking book, I draw inspiration from the world around me. Additionally, I actively seek out inspiration online through design blogs, social media, and design communities, where I can discover new trends, techniques, and ideas.
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 clean, minimalist, and versatile. I'm drawn to simple yet impactful designs that prioritize clarity and functionality. My style is influenced by my background in graphic design and my appreciation for both traditional and modern aesthetics. I believe in the power of simplicity and strive to create designs that are visually striking yet easy to understand. My approach to design is methodical and iterative, beginning with thorough research and exploration before refining and executing my ideas.
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 reside in Virginia, USA. While it's a pleasant residential city, the artistic environment and opportunities here are relatively limited compared to larger metropolitan areas. However, the place that has had the most profound impact on me is my hometown, Qinhuangdao, a small coastal city in China. Geographically, it's small, with a modest population. The weather is consistently pleasant, and there's a distinct lack of stress. I find ample freedom to immerse myself in nature and explore its wonders firsthand.
How do you work with companies?
When working with companies, I prioritize clear communication, collaboration, and a thorough understanding of their goals and objectives. I believe in establishing strong relationships built on trust and transparency, where both parties are actively engaged in the design process. Whether it's through in-person meetings, virtual collaborations, or regular check-ins, I ensure that I am aligned with the company's vision and values every step of the way.
What are your suggestions to companies for working with a designer? How can companies select a good designer?
My suggestion to companies for working with a designer is to prioritize compatibility and shared values. It's essential to choose a designer whose style, approach, and philosophy align with the company's brand identity and objectives. Additionally, companies should look for designers who demonstrate creativity, professionalism, and a track record of delivering high-quality work. Conducting thorough research, reviewing portfolios, and seeking recommendations can help companies identify and select a good designer who is the right fit for their project.
Can you talk a little about your design process?
My design process typically begins with thorough research and discovery, where I seek to understand the project requirements, target audience, and competitive landscape. I then move on to concept development, where I explore various ideas and iterations through sketching, wireframing, and prototyping. Once the initial concepts are refined, I proceed to the design phase, where I bring the concepts to life using digital tools and software. Throughout the process, I maintain open communication with clients or stakeholders, soliciting feedback and making revisions as needed. Finally, I ensure that the final deliverables meet the project objectives and exceed expectations before presenting them to the client for approval.
What are 5 of your favorite design items at home?
I like practical stuff. I've got some coasters that keep my coffee and tea warm, trays with wheels to move my heavy plants around easily, a crystal block where I can drip essential oils for a nice scent, an electric gadget for chopping garlic, and a lamp that melts wax to make the room smell nice.
Can you describe a day in your life?
Certainly! A typical day in my life begins with a hearty breakfast and a quick scan of my schedule for the day. I usually start by tackling any urgent emails or messages, followed by diving into my current design projects. In the evening, I wind down by catching up on industry news, reading design blogs, or sketching out new ideas for future projects.
Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
To young designers, I'd say embrace every opportunity to learn and grow. Stay curious, experiment with new techniques, and don't be afraid to make mistakes. Seek feedback from mentors and peers, and use it as fuel for improvement. Remember that success in design is a journey, not a destination.
From your perspective, what would you say are some positives and negatives of being a designer?
One positive aspect of being a designer is the opportunity for creative expression and problem-solving. Designers have the power to shape experiences, influence perceptions, and drive positive change. However, the profession also comes with its challenges, such as tight deadlines, client revisions, and the constant pressure to stay innovative and relevant.
What is your "golden rule" in design?
My "golden rule" in design is to always prioritize the end user. Whether designing a website, a product, or a marketing campaign, putting the needs and preferences of the audience first ensures that the design resonates and delivers value.
What skills are most important for a designer?
The most important skills for a designer include creativity, critical thinking, communication, and attention to detail. Additionally, proficiency in design software, knowledge of design principles, and the ability to collaborate effectively are essential for success in the field.
Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
In my design toolbox, I rely heavily on Adobe Creative Suite, including Photoshop, Illustrator, and InDesign, for digital design work. I also use sketchbooks and notebooks to jot down ideas and sketches, and I draw inspiration from design books, online resources, and industry trends.
Designing can sometimes be a really time consuming task, how do you manage your time?
Time management is crucial in design, and I use various techniques to stay organized and focused. This includes setting realistic deadlines, breaking down tasks into smaller milestones, and using productivity tools like project management software to track progress.
How long does it take to design an object from beginning to end?
The time it takes to design an object from start to finish can vary greatly depending on the complexity of the project, client requirements, and other factors. Some projects may be completed relatively quickly, while others may require weeks or even months of iterative design and refinement.
What is the most frequently asked question to you, as a designer?
One frequently asked question I receive as a designer is about the inspiration behind my work. People are often curious about the thought process and creative journey that lead to a particular design concept or solution.
What was your most important job experience?
My most important job experience was working on the ViennArt Academy project, where I had the opportunity to combine my passion for design with my dedication to education. Being involved in the establishment of the school and creating its visual identity was both challenging and rewarding, and it remains a highlight of my career.
Who are some of your clients?
I'm working in-house for the New York School of Arts and ViennArt Academy. Also, I serve various independent businesses and individuals seeking branding, web design, and graphic design services.
What type of design work do you enjoy the most and why?
I particularly enjoy branding work because it allows me to tell a story and create a cohesive visual identity that resonates with audiences. It's a collaborative process that involves understanding the client's values and vision and translating that into compelling design elements.
What are your future plans? What is next for you?
Looking to the future, I'm excited to continue exploring new opportunities for growth and creative expression. I plan to expand my skills in three-dimensional design and interactive experiences, while also seeking out collaborations and projects with designers from other design fields.
Do you work as a team, or do you develop your designs yourself?
As a designer, I primarily work independently, especially for my freelance website design projects. However, I look forward to having opportunities to work in a team.
Do you have any works-in-progress being designed that you would like to talk about?
I'm currently working on creating a series of marketing materials for ViennArt Academy, including videos, brochures, and a website.
How can people contact you?
People can easily contact me through my website, via email: yunzidesign@gmail.com, or my LinkedIn page. I'm open to all inquiries and collaboration opportunities.
Any other things you would like to cover that have not been covered in these questions?
One aspect I'd like to touch upon is the importance of mentorship in the design industry. Throughout my career, I've been fortunate to receive guidance and support from experienced professionals who have helped shape my journey as a designer. As I continue to grow in my field, I'm committed to paying it forward by mentoring aspiring designers and sharing insights from my own experiences.

Designer of the Day Interview with Yunzi Liu

Could you please tell us about your experience as a designer, artist, architect or creator?
My journey as a designer spans over a decade, beginning with my self-taught exploration of graphic design during my college years. Since then, I've had the privilege of working with renowned companies such as UID WORKS in Beijing, China, and more recently, contributing my expertise to the New York School of Arts and ViennArt Academy. Alongside my professional endeavors, I pursued a Master of Fine Arts degree in Graphic Design at the esteemed Maryland Institute College of Art (MICA), where I further honed my craft and expanded my creative horizons.
How did you become a designer?
My path to becoming a designer was driven by a convergence of interests and experiences. While studying English literature in college, I discovered a profound fascination with visual aesthetics and a desire to communicate through design. This realization, coupled with my background in fine art, propelled me toward a career in design. Inspired by mentors who encouraged me to pursue my passion, I embarked on a journey of self-discovery and skill development, embracing every opportunity to refine my craft and explore new creative avenues.
What are your priorities, technique and style when designing?
When it comes to designing, my priorities center around three key aspects: storytelling, functionality, and innovation. I believe in creating designs that not only convey a compelling narrative but also serve a practical purpose and push the boundaries of traditional design conventions. My technique often involves a blend of digital tools and hands-on experimentation, allowing me to explore ideas from both a technical and intuitive perspective. Whether I'm crafting a brand identity, designing a website, or conceptualizing a new project, I approach each endeavor with a balance of strategic thinking and artistic expression.
Which emotions do you feel when designing?
Designing elicits a range of emotions for me, from the exhilarating thrill of ideation to the profound satisfaction of bringing a concept to life. Each phase of the design process offers its own unique joys and challenges, whether it's the initial spark of inspiration, the iterative journey of refinement, or the moment of realization when a project comes to fruition. What I find most fulfilling about designing is the opportunity to channel my creativity into meaningful and impactful creations that resonate with others. The sense of fulfillment and happiness that comes from seeing my designs make a positive difference in the world is truly unparalleled.
What particular aspects of your background shaped you as a designer?
In addition to design skills, certain non-design attributes have significantly influenced my journey as a designer. Firstly, adaptability has been crucial in navigating the ever-changing landscape of design. The ability to learn new technologies and pivot strategies has been instrumental in my success. Effective communication skills have also played a pivotal role, aiding in conveying ideas clearly and building strong relationships with clients and colleagues. Moreover, my background in fine art has instilled in me a keen eye for aesthetics and craftsmanship, enriching my design approach with artistic sensibility.
What is your growth path? What are your future plans? What is your dream design project?
In addition to design skills, certain non-design attributes have significantly influenced my journey as a designer. Firstly, adaptability has been crucial in navigating the ever-changing landscape of design. The ability to learn new technologies and pivot strategies has been instrumental in my success. Effective communication skills have also played a pivotal role, aiding in conveying ideas clearly and building strong relationships with clients and colleagues. Moreover, my background in fine art has instilled in me a keen eye for aesthetics and craftsmanship, enriching my design approach with artistic sensibility. If I had the opportunity, I would love to design an interactive detective storybook, either in physical or digital form. This project would cater to individuals who share my passion for detective stories and enjoy immersive storytelling experiences. I envision creating a narrative where readers can choose their characters and make decisions that impact the direction of the story, allowing for a personalized and engaging journey.
What are your advices to designers who are at the beginning of their career?
For aspiring designers, my advice is to embrace every opportunity for learning and growth. Cultivate a curious mindset, explore new techniques, and seek mentorship from experienced professionals. It's essential to build a strong network within the design community and actively engage in continuous learning. Remember, success in design is not just about technical skill but also creativity, resilience, and a passion for innovation.
You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?
I recommend prioritizing authenticity and purpose in your work. Focus on projects aligned with your values and passions, and always strive for creativity and innovation. Embrace collaboration and seek diverse perspectives to foster creativity. Above all, never underestimate the impact of design on individuals and communities. Design has the power to inspire change and make a positive difference in the world.
What is your day to day look like?
My daily routine begins with reviewing schedules and prioritizing tasks. I start with a cup of coffee and scan design news for inspiration. Throughout the day, I engage in brainstorming sessions, group meetings, and hands-on design work. I find joy in creative breakthroughs and take short breaks to recharge. Despite the busyness, I cherish the moments of fulfillment that come from seeing my designs make a positive impact.
How do you keep up with latest design trends? To what extent do design trends matter?
I stay informed about design trends through continuous learning and observation. While trends can provide inspiration, I believe in balancing them with personal design style and principles. It's essential to create designs that resonate with the target audience and stand the test of time. Ultimately, design trends should complement rather than dictate the creative process.
How do you know if a product or project is well designed? How do you define good design?
Good design, for me, is characterized by a harmonious blend of functionality, aesthetics, and user experience. It's about creating solutions that not only look beautiful but also serve a practical purpose and enhance the lives of users. I evaluate designs based on their ability to meet user needs, evoke emotional responses, and withstand the test of time. Good design transcends trends and leaves a lasting impression on both users and society.
How do you decide if your design is ready?
I assess the readiness of my design by evaluating its alignment with project objectives, user feedback, and aesthetic refinement. When the design effectively fulfills its intended purpose and resonates with the target audience, I consider it ready for implementation.
What is your biggest design work?
ViennArt Academy is the biggest project that I've been working on so far. This endeavor involved crafting a cohesive visual identity, website design, and marketing collateral to establish a strong brand presence in the competitive market.
Who is your favourite designer?
One designer I truly admire is Ikko Tanaka. His work transcends traditional design boundaries, seamlessly blending culture and creativity to convey profound messages. Tanaka's ability to infuse Japanese culture into his designs while embracing modernity is truly inspiring. He not only revolutionized design but also served as a cultural ambassador, sharing the richness of Japanese heritage with the world. If given the chance to converse with a deceased designer, I would undoubtedly choose Tanaka for his groundbreaking contributions and visionary approach to design. In my opinion, he stands as one of the most iconic designers of all time, leaving an indelible mark on our understanding of good design and shaping the trajectory of contemporary design practice.
Would you tell us a bit about your lifestyle and culture?
My lifestyle is centered around creativity, continuous learning, and maintaining a healthy work-life balance. I believe in embracing diverse perspectives and experiences, which is reflected in my multicultural upbringing and exposure to different artistic influences.
Would you tell us more about your work culture and business philosophy?
My work culture revolves around collaboration, innovation, and integrity. While I value autonomy and independence, I also recognize the power of teamwork and synergy in driving creative excellence. Whether working alone or with partners, fostering open communication and mutual respect is key to my success. When selecting business partners or hiring team members, I prioritize shared values, passion for design, and a commitment to delivering exceptional results. Integrity, creativity, and a strong work ethic are non-negotiable traits I look for in individuals I collaborate with.
What are your philanthropic contributions to society as a designer, artist and architect?
As a designer, I am deeply committed to giving back to the community that has nurtured my creativity and passion for design. I actively engage in philanthropic activities, including volunteering at a local art association and contributing to projects that promote social good. During my time in New York, I had the privilege of publishing my work in the book "Prayer for the Pandemic," which aimed to provide solace and inspiration during challenging times. Additionally, I took initiative to create flag designs displayed along the route to hospitals, offering encouragement to healthcare workers amidst the pandemic. Furthermore, I regularly donate to organizations such as the Human Rights Campaign, recognizing the importance of supporting causes that advocate for equality and justice. I strongly believe that designers have a unique opportunity to impact people's lives through their creations, whether it's products or visuals. By getting involved in social campaigns and philanthropic activities, designers can harness their influence for positive change and contribute to building a better world.
What positive experiences you had when you attend the A’ Design Award?
Attending the A’ Design Award was truly a rewarding experience on multiple levels. Firstly, it provided invaluable recognition and validation for my work, boosting my confidence and credibility as a designer. Secondly, the exposure gained through the award opened doors to new opportunities, allowing me to showcase my talents to a wider audience and connect with fellow professionals in the industry. Lastly, participating in the A’ Design Award helped me grow as a designer by challenging me to push the boundaries of my creativity and hone my skills through competition. Overall, design awards and competitions like the A’ Design Award play a crucial role in advancing one's career and refining their design prowess, offering a platform for growth, recognition, and professional development. As for being named Designer of the Day, it's a tremendous honor and privilege, further affirming the value of my contributions to the design community and inspiring me to continue striving for excellence in my craft.

Extended Interview with Yunzi Liu

Could you please tell us about your experience as a designer, artist, architect or creator?
My design journey began during my college years, when I self-taught graphic design as a passion project. After graduating, I delved deeper into the field by joining UID WORKS, a prestigious design agency based in Beijing, China. Seeking to broaden my horizons and deepen my understanding of design principles, I later embarked on a transformative journey to the United States. Here, I pursued a Master of Fine Arts (MFA) degree in Graphic Design at the esteemed Maryland Institute College of Art (MICA). These experiences have not only honed my technical skills but have also enriched my creative perspective, shaping me into the designer I am today.
How did you become a designer?
Initially, I was drawn to design as a means to promote my drawings, but as I delved deeper, I discovered its profound significance in shaping narratives and experiences. My motivation stems from a dual fascination with both order and chaos. I find beauty in the delicate balance between structure and spontaneity, and I am driven by the pursuit of impactful and meaningful creations that resonate deeply with audiences.
What are your priorities, technique and style when designing?
I chose to become a designer after majoring in English during college. Prior to that, I had spent over a decade studying fine art. However, it was during my college years that I realized my attraction to visual beauty was as strong as my appreciation for linguistic beauty. Alongside my pursuit of learning new languages, I felt a strong desire to pursue a career in visual art. This convergence of interests and experiences ultimately led me to embrace design as my chosen field, where I could combine my love for both visual aesthetics and linguistic expression.
Which emotions do you feel when designing?
Currently, my focus lies in graphic design, with a keen emphasis on branding, poster design, and package design. Looking ahead, I'm eager to delve into the realm of three-dimensional design. I believe it offers exciting opportunities to expand my creative repertoire and explore immersive experiences in design.
What particular aspects of your background shaped you as a designer?
I believe the key to becoming a design legend lies in dedication and immersion. Young designers should fully immerse themselves in the world of design, practicing diligently and continuously refining their skills. It's essential to embrace every opportunity to learn and grow, whether through formal education, mentorship, or hands-on experience. By remaining dedicated, passionate, and open to innovation, aspiring designers can pave their path toward achieving legendary status in the field of design.
What is your growth path? What are your future plans? What is your dream design project?
The distinction between a good designer and a great designer often lies in their ability to go beyond technical proficiency and aesthetic appeal. While a good designer may excel in executing designs that meet basic criteria and fulfill client requirements, a great designer possesses a deeper understanding of the underlying principles of design, coupled with a keen intuition for innovation and creativity. Great designers are adept at translating complex concepts into compelling visual narratives, pushing boundaries, and challenging conventions to create truly impactful and memorable experiences. They possess a unique blend of technical skills, artistic vision, and strategic thinking, allowing them to not only meet but exceed expectations, leaving a lasting impression on audiences and shaping the future of design.
What are your advices to designers who are at the beginning of their career?
For me, a good design meets its intended purpose and communicates effectively, but a truly exceptional design goes beyond that. It not only fulfills its function but also evokes emotion, sparks thought, and inspires action. When evaluating a design, I consider several key criteria: its effectiveness in conveying its message, its aesthetic appeal and originality, its usability and accessibility, and its ability to create a memorable and impactful experience for its audience.
You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?
The value of good design extends far beyond mere aesthetics—it has the power to enhance experiences, drive engagement, and ultimately, yield tangible results. Whether it's improving user satisfaction, increasing brand recognition, or boosting sales, investing in good design can have a significant impact on the success of a business or the effectiveness of a message. Moreover, in an increasingly competitive marketplace, where first impressions are crucial, good design can differentiate a brand or product, setting it apart and creating a lasting impression on consumers. Ultimately, by investing in good design, individuals and businesses can not only enhance their image and reputation but also drive long-term success and growth.
What is your day to day look like?
If given the opportunity, I would design a complete book. I haven't had the chance to undertake a full book design project yet, but it's something I'm eager to explore and immerse myself in.
How do you keep up with latest design trends? To what extent do design trends matter?
If I had the opportunity, I would love to design an interactive detective storybook, either in physical or digital form. This project would cater to individuals who share my passion for detective stories and enjoy immersive storytelling experiences. I envision creating a narrative where readers can choose their characters and make decisions that impact the direction of the story, allowing for a personalized and engaging journey. As someone who is deeply addicted to detective stories, I am drawn to the idea of crafting my own narrative and providing readers with the freedom to explore and uncover clues at their own pace.
How do you know if a product or project is well designed? How do you define good design?
For me, the secret ingredient to success in design lies in a combination of passion, creativity, and attention to detail. However, if I were to pinpoint one specific element, it would be my relentless pursuit of innovation and my willingness to push boundaries. I believe that constantly challenging myself to think outside the box and explore new ideas is what ultimately sets me apart and drives my success in design.
How do you decide if your design is ready?
One individual who has greatly inspired me is Iko Tanaka, a renowned Japanese graphic designer. Tanaka's work is celebrated for its bold experimentation and groundbreaking innovations in typography and layout design. His ability to seamlessly blend traditional Japanese aesthetics with modern design principles has always fascinated me. Tanaka's relentless pursuit of pushing boundaries and his unwavering commitment to creative excellence continue to serve as a source of inspiration for my own design journey.
What is your biggest design work?
One design studio that I particularly admire is Studio Na.Eo, based in Beijing. What sets their work apart for me is their ability to break away from traditional Chinese visual art styles while still maintaining the inherent beauty of Chinese characters and culture. Their designs are innovative, fresh, and bold, representing a new step forward in Chinese design. I appreciate how they blend tradition with modernity, creating visually stunning and culturally resonant pieces that inspire me in my own design journey.
Who is your favourite designer?
I would have to say my greatest design achievement is the ViennArt Academy project. Not only was I involved in the design process, but I also played a significant role in establishing the school itself. What makes this project particularly special to me is the opportunity it provides for students to pursue their dreams in the arts. As an art educator, I am deeply passionate about nurturing young talent and helping them embark on their artistic journeys. The ViennArt Academy represents a culmination of my dedication to both design and education, making it my most meaningful and impactful design endeavor to date.
Would you tell us a bit about your lifestyle and culture?
In my experience, continuous practice and teaching have been instrumental in my growth as a designer. By consistently honing my craft and seeking out opportunities to share my knowledge with others, I've been able to push myself to keep learning and evolving every day. Teaching, in particular, has deepened my understanding of design principles and forced me to articulate and refine my own creative process. Ultimately, I believe that a commitment to lifelong learning and a willingness to mentor others are essential for anyone looking to improve as a designer.
Would you tell us more about your work culture and business philosophy?
If I hadn't become a designer, I believe I would have pursued a career as a writer. I've always had a passion for storytelling, and I still have several novel ideas that I would love to explore. Given the opportunity, I would dedicate time to writing and publishing my books, and sharing my stories with the world.
What are your philanthropic contributions to society as a designer, artist and architect?
Design is my chosen mode of expression, akin to languages I've studied. Just as languages convey stories and emotions, design communicates narratives and ideas. I consider both creator and viewer perspectives to ensure effective communication. Design transcends aesthetics, fostering connection and inspiring change. It's a language of its own, uniting people and sparking dialogue. Through my work, I aim to harness design's power to articulate stories, evoke emotions, and advocate for meaningful ideas.
What positive experiences you had when you attend the A’ Design Award?
My journey has been shaped by the guidance and support of both my teachers and my students. At MICA, Professor Ellen Lupton played a significant role in nurturing my interests and encouraging me to push the boundaries between graphic design and experience design. Her mentorship granted me the freedom to explore my creative passions and expand my horizons in the field. Another influential figure was Mr. Dai Foldes, a memorable type design teacher who introduced me to the captivating world of fonts and made seemingly mundane topics come to life. Despite his passing, his influence continues to resonate with me. Additionally, my students have been invaluable in my growth as a designer. Teaching high schoolers and adult students graphic design has exposed me to a diverse range of visual preferences and challenges, pushing me to continually learn new techniques and skills. As I become more proficient in design programs, I find that my students inspire me with fresh perspectives and fuel my imagination, driving me to strive for greater heights in my own design journey.

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