Interviews med Di Lu

I have been in the design industry for several years, holding two degrees in design. My undergraduate degree is in Graphic Design, and I also have an MA from the Academy of Art University (AAU) and an MFA in Design from the University of Southern California (USC), where I studied under April Greiman. I have worked with a variety of clients and companies, creating visual systems and book designs. My studio, InProcessDesign, collaborates with various clients to create aesthetically pleasing and functional solutions with a strong emphasis on user experience and storytelling.

I became a designer because of my innate curiosity and passion for beauty and aesthetics. From a young age, I was drawn to creative expression and problem-solving. My educational journey began with a Bachelor's degree in Graphic Design, followed by advanced degrees at AAU and USC. Throughout my career, I have been driven by an internal motivation to create meaningful designs that solve real-world problems and make a positive impact on society.

When designing, my top three priorities are user experience, storytelling, and functionality. I integrate these aspects into all my projects, ensuring that the designs are not only visually appealing but also effective in communicating their intended message. I rely on both digital tools and hands-on techniques, creating mock-ups and using computer-aided design software to develop and refine my concepts. My approach to new projects involves thorough research, brainstorming, and iterative refinement.

Designing brings me a sense of excitement and fulfillment. The initial ideation phase is particularly thrilling, as it allows me to explore new possibilities and creative solutions. As the design process progresses, I find joy in overcoming challenges and refining the details. The completion of a project brings a deep sense of accomplishment and pride, knowing that my work has the potential to make a positive impact.

In addition to my design education, skills such as critical thinking, empathy, and effective communication have been invaluable in shaping me as a designer. My parents, both professors, encouraged me to observe, travel, and interact with diverse people, which greatly influenced my approach to design. These experiences have taught me to consider multiple perspectives and think deeply about the societal implications of my work.

My growth path involves continuous learning and exploring new areas of design. In the future, I hope to delve into motion design and develop inclusive solutions for people with disabilities. My ultimate dream project is to travel the world, drawing inspiration from different cultures and environments to create designs that solve global challenges and promote inclusivity.

For young designers, I advise staying curious and passionate. Always ask questions and seek to understand the 'why' behind everything. Don’t be afraid to take risks and explore new ideas. The best advice I received was to continuously learn from different fields and perspectives, as this will enrich your design practice and help you develop a versatile skill set.

I suggest focusing on the user and the problem you are solving. Effective communication, collaboration, and continuous learning are key to success. Avoid common mistakes such as overcomplicating designs or ignoring user feedback. Stay open to new ideas and technologies, and always strive to create designs that are both beautiful and functional.

A typical day starts with a morning run to clear my mind and boost my energy. I then spend a few hours working on current design projects, alternating between brainstorming, sketching, and developing designs on my computer. I take breaks to seek inspiration from books, nature, or art. The evening is usually reserved for personal projects or learning new skills. Little moments of progress and creative breakthroughs make my day exciting.

I keep up with the latest design trends by reading design publications, attending conferences, and participating in design communities. While trends can provide valuable insights and inspiration, I believe it is important to develop a personal design style that reflects your unique perspective. I aim to create timeless designs that go beyond fleeting trends and have a lasting impact.

A well-designed product or project effectively communicates its message, solves the intended problem, and resonates with its audience. Good design is intuitive, functional, and aesthetically pleasing. I evaluate designs based on their usability, visual appeal, and the emotional response they evoke. A common mistake to avoid is prioritizing aesthetics over functionality.

I decide a design is ready when it meets the project goals and effectively communicates its intended message. While there is always room for improvement, it is important to recognize when further iterations will not significantly enhance the design. At this point, I move on to other projects, keeping an open mind for future refinements if necessary.

My work for the Beijing 751 International Design Week stands out as my biggest design work. This project was significant because it helped increase public awareness of the design industry and showcased the power of design to influence and inspire. The challenges of coordinating a large-scale event and creating impactful visual communication made this project particularly rewarding.

My favorite designer is April Greiman. Her bold, experimental approach to design and her ability to seamlessly blend technology and art have been a constant source of inspiration. If I could talk with a single dead designer, it would be Leonardo da Vinci, whose interdisciplinary genius and innovative thinking continue to influence the design world.

I live in Los Angeles and draw inspiration from my surroundings and travels. Tokyo is my favorite city, and its blend of tradition and modernity greatly influences my work. Music often plays a part in my creative process, helping me focus and find inspiration. I believe that good design is essential for societal advancement, and I strive to create designs that make small but meaningful improvements in daily life.

At InProcessDesign, we prioritize collaboration and user-centered design. I work with a team of talented professionals, each bringing their unique perspectives to the table. When selecting business partners, I look for individuals who share my passion for design and commitment to excellence. Our work culture emphasizes continuous learning, creativity, and respect for diverse ideas.

I believe in giving back to the community and often participate in pro bono design work. I support humanitarian projects and involve myself in design events and conferences to mentor and inspire young designers. Providing opportunities for emerging designers to grow and develop their skills is an important aspect of my work.

Participating in the A' Design Award has been a rewarding experience. The three main benefits include increased visibility and recognition, opportunities to network with other designers, and valuable feedback from industry experts. Design awards and competitions contribute to my career by pushing me to innovate and strive for excellence. Being recognized as the Designer of the Day is an honor and a testament to the impact of my work.

I hold two degrees in design. My undergraduate degree is in graphic design. I completed my MA from the Academy of Art University (AAU) in the United States and an MFA in design from the University of Southern California (USC), where I had the privilege of being taught by April Greiman. These educational experiences provided me with a solid foundation in both practical skills and conceptual thinking.

I've always been passionate about the design industry. Even as a child, I was filled with curiosity about beauty and aesthetics. This curiosity and passion naturally led me to pursue a career in design. The ability to create something that not only looks good but also serves a purpose and solves problems is incredibly fulfilling to me.

I chose to become a designer out of my own curiosity and passion for the field. From a young age, I was fascinated by the power of design to communicate ideas and evoke emotions. This fascination drove me to actively pursue a career in design.

I primarily design visual systems and books. These projects allow me to explore different aspects of visual communication and storytelling. In the future, I hope to explore more motion design projects, as I believe motion adds a dynamic element to design that can greatly enhance the user experience.

Young designers should always keep learning and stay passionate. Ask questions, be curious about every industry, and don't limit yourself to design alone. Engage with different fields, as this will broaden your perspective and enrich your design practice. Also, stay true to your vision and be persistent in honing your skills.

A good designer serves the client's needs and gains their approval. A great designer, however, creates work that can change society. Great designers think beyond the immediate project and consider the broader impact of their work on culture, society, and the environment.

A really good design resonates with people without needing an introduction. It is intuitive, functional, and aesthetically pleasing. I evaluate good design based on how well it communicates its message, solves a problem, and creates an emotional connection with its audience.

Good design can make people's lives more convenient and enjoyable. It enhances the user experience, increases efficiency, and can even evoke positive emotions. Investing in good design is crucial because it can lead to better products, services, and environments that improve overall quality of life.

I would love to design for people with disabilities, contributing to solutions that make their mobility and daily activities easier. Designing for this community can have a profound impact on their quality of life and promote inclusivity.

My dream is to travel the world, constantly exploring and keeping my passion for design alive. I believe that exposure to different cultures, environments, and perspectives can inspire unique and innovative design solutions.

Maintaining passion and designing anytime, anywhere is my secret ingredient. Staying curious, open-minded, and continuously seeking inspiration from the world around me helps fuel my creativity and drive.

I learned a lot from my teacher April Greiman, who taught me to open my mind and focus on the layers of design. Her innovative approach and willingness to push boundaries have been a constant source of inspiration for me.

My favorite works are by April Greiman. Her approach to design is bold, experimental, and thought-provoking. I admire her ability to seamlessly blend technology and art, creating visually stunning and conceptually rich pieces.

My work for the Beijing 751 International Design Week stands out as my greatest design. It was a project that helped increase public awareness of the design industry and showcased the power of design to influence and inspire. The impact it had on both the audience and the design community makes it a significant achievement for me.

Constant learning is key. Stay curious, seek new experiences, and never stop exploring different aspects of design and related fields. This approach will help you develop a deeper understanding and a more versatile skill set.

I would have become a writer. Writing, like design, allows for creative expression and storytelling, which are passions of mine.

Design is about solving societal problems. It is a process of creating solutions that improve people's lives and contribute to the betterment of society.

My parents, who are both professors, have been my biggest supporters. They encouraged me to observe, travel, and interact with people, which greatly influenced my approach to design.

Continuous learning and a spirit of inquiry have been instrumental in my growth as a designer. Staying curious and open to new ideas has allowed me to evolve and improve my skills.

Cultural differences were a significant obstacle. Adapting to different cultural contexts and understanding diverse perspectives was challenging but ultimately enriching.

Designers should present their work on the web, utilizing digital platforms to reach a broader audience. A well-curated online portfolio can effectively showcase a designer's skills and style.

My next project focuses on improving the social experiences of people with disabilities. You can expect innovative and inclusive design solutions that address real-world challenges.

My ultimate goal is to use design to solve societal issues. I aspire to create work that has a positive impact on people's lives and contributes to a more inclusive and sustainable world.

People expect innovative and impactful designs that address real-world problems. They also look for a thoughtful approach that considers the broader implications of design decisions.

Design can improve living conditions, enhance accessibility, and create more inclusive environments. It has the power to solve problems and improve the quality of life for individuals and communities.

I'm currently excited about a project aimed at enhancing the social experiences of people with disabilities. This project has the potential to make a significant impact and promote inclusivity.

The Beijing 751 International Design Week gave me the most satisfaction because it increased public awareness of the design industry and showcased the power of design to influence and inspire.

I hope to see more inclusive and accessible designs that address the needs of diverse populations. The industry should also prioritize sustainability and ethical practices.

I believe the design field will focus more on inclusivity and sustainability. Designers will increasingly address global challenges and create solutions that benefit society as a whole.

Typically, it takes about a year to finalize a project. This timeframe allows for thorough research, development, and refinement of the design.

I start with thorough research. Understanding the context, audience, and specific needs of the project is essential for creating effective and meaningful designs.

Stay curious and passionate. This mindset drives me to continuously learn and evolve as a designer.

I believe design sets the trends. Innovative and thoughtful design can influence and shape cultural and industry trends.

Technology plays a significant role in enabling innovative solutions. It provides tools and platforms that enhance creativity, efficiency, and the overall design process.

I use various design software and equipment tailored to the specific needs of each project. These tools help me execute my ideas and bring my designs to life.

Color, materials, and ambient are crucial in creating the desired aesthetic and functional outcome. They contribute to the overall experience and effectiveness of the design.

I wish people would ask about the thought process and inspiration behind my designs. Understanding the story and rationale behind a design can provide deeper appreciation and insight.

I think about the innovative aspects and how it can influence future designs. I also consider the problem it solves and the impact it has on its audience.

April Greiman is my ideal design partner. Yes, I believe in co-design. Collaborative efforts can lead to more innovative and well-rounded solutions.

April Greiman had the most influence on my design approach. Her innovative thinking and willingness to push boundaries have been a constant source of inspiration.

All the books I've read have contributed to my understanding and approach to design. They provide diverse perspectives and insights that enrich my practice.

Through continuous learning and practical experience. Staying curious and open to new ideas has allowed me to evolve and improve my skills.

I would love to meet and discuss with influential figures in design from different eras. Their insights and experiences would be incredibly valuable.

I feel honored by the recognition, and while fame can be challenging, it is also rewarding. It motivates me to continue creating meaningful work.

My favorite color is pink, place is Tokyo, food is hot pot, season is spring, thing is a pencil, and brand is Maison Margiela.

Once, during a project presentation, my carefully prepared slides got mixed up, leading to an impromptu and humorous explanation session that surprisingly impressed the audience.

Seeing progress in my projects and finding new sources of inspiration keep me motivated. The satisfaction of solving design challenges and creating impactful work makes each day fulfilling.

Yes, I was always curious about beauty and aesthetics, showing a clear inclination towards design from a young age. My passion for creativity and problem-solving was evident early on.

I envision a future where design seamlessly integrates with technology to create a more inclusive and sustainable world. Innovations in design will continue to address global challenges and improve quality of life.

I want my fans to know that my designs are driven by a passion for solving real-world problems and creating a positive impact on society. I am committed to continuous learning and exploring new possibilities to push the boundaries of design.

I have always been fascinated by design and beauty since I was a child. I hold two degrees in design: a Bachelor's in Graphic Design and a Master's from the Academy of Art University (AAU) as well as an MFA in design from the University of Southern California (USC), where I studied under April Greiman. My passion for creating and problem-solving naturally led me to pursue a career in design.

My studio is called InProcessDesign. We collaborate with a variety of clients on projects ranging from visual systems to book design. My work focuses on creating solutions that are both aesthetically pleasing and functional, with a strong emphasis on user experience and storytelling.

Design is about solving societal problems. It’s a process of creating solutions that improve people's lives and contribute to the betterment of society.

I enjoy designing visual systems and books the most. These projects allow me to explore different aspects of visual communication and storytelling. In the future, I hope to work more on motion design projects.

One of my favorite designs is my work for the Beijing 751 International Design Week. It was a significant project that helped increase public awareness of the design industry and showcased the power of design to influence and inspire.

The first thing I designed for a company was a logo and brand identity for a local business. This project taught me a lot about the importance of understanding client needs and translating them into effective visual solutions.

I have a strong affinity for working with digital platforms and technologies, especially those that allow for motion design. Tools like Adobe After Effects and Cinema 4D are among my favorites as they enable me to bring static designs to life.

I feel the most creative when I am exposed to new environments and experiences. Traveling, exploring different cultures, and engaging with diverse perspectives often spark my creativity.

I focus on the user experience and storytelling aspects of a design. It's important that the design not only looks good but also effectively communicates its message and serves its intended purpose.

Designing brings me a sense of excitement and fulfillment. The process of creating something new and solving problems through design is incredibly rewarding.

When my designs are realized, I feel a great sense of accomplishment and pride. Seeing my work come to life and positively impact others is a wonderful feeling.

A design is successful when it effectively communicates its message, solves the problem it was intended to address, and resonates with its audience.

I first consider the functionality and user experience of the design. A good design must be intuitive and serve its purpose well. Aesthetic appeal is also important, but it should not compromise functionality.

Designers have a responsibility to create solutions that are not only functional and aesthetically pleasing but also sustainable and inclusive. We should strive to minimize environmental impact and consider the social implications of our work.

The design field is evolving towards more inclusivity and sustainability. I believe the future of design will focus on creating solutions that address global challenges and improve the quality of life for diverse populations.

My last exhibition was part of the Beijing 751 International Design Week. I would love to hold my next exhibition in a city that values design and innovation, potentially in Tokyo, which is my favorite place.

My design inspiration comes from various sources, including travel, nature, art, and everyday experiences. I feed my creativity by constantly seeking new experiences, staying curious, and engaging with different cultures and perspectives.

A strong emphasis on visual storytelling and user experience characterizes my design style. I explore this style because it allows me to create meaningful and impactful designs. My approach to design involves thorough research, conceptual thinking, and a focus on solving real-world problems.

I live in LA. The cultural heritage of my country greatly influences my designs, providing a rich source of inspiration. The pros include a deep well of cultural references and unique aesthetics to draw from. The cons might be balancing traditional elements with contemporary design trends.

I work with companies by understanding their needs and goals, conducting thorough research, and collaborating closely throughout the design process. Clear communication and mutual respect are key to successful partnerships.

Companies should look for designers who not only have a strong portfolio but also demonstrate a clear understanding of their brand and goals. Effective communication, a collaborative spirit, and a willingness to explore new ideas are essential qualities to look for.

My design process starts with thorough research and understanding the client's needs. I then move on to brainstorming and sketching concepts, followed by developing detailed designs. I believe in iterative refinement, gathering feedback, and making necessary adjustments to ensure the final design is both effective and aesthetically pleasing.

My collection of design books, which provide endless inspiration.

A vintage typewriter that serves as a reminder of the timeless nature of good design.

My sketchbook, where I capture ideas and concepts.

A set of high-quality pencils, essential for sketching and brainstorming.

A well-designed ergonomic chair that supports my long hours of work.

A typical day in my life starts with a morning run to clear my mind and boost my energy. I then spend a few hours working on current design projects, alternating between brainstorming, sketching, and developing designs on my computer. I take breaks to seek inspiration from books, nature, or art. The evening is usually reserved for personal projects or learning new skills.

Stay curious and passionate. Always ask questions and seek to understand the 'why' behind everything. Don't be afraid to take risks and explore new ideas. Continuously learn from different fields and perspectives, and never stop honing your skills.

Positives include the ability to express creativity, solve problems, and make a meaningful impact on society. Negatives can consist of tight deadlines, the pressure to constantly innovate, and balancing client expectations with creative vision.

My golden rule is to always put the user first. A design must be functional and intuitive before it is anything else.

Important skills include creativity, problem-solving, communication, technical proficiency with design software, and an understanding of user experience and storytelling.

My toolbox includes Adobe Creative Suite (Photoshop, Illustrator, InDesign, After Effects), Cinema 4D, a high-performance computer, a sketchbook, pencils, and a collection of design books. Sources of inspiration include art, nature, travel, and various online design communities.

I manage my time by setting clear goals and priorities, breaking projects into manageable tasks, and using time management tools to stay organized. Regular breaks and maintaining a work-life balance are also crucial to staying productive.

It typically takes about a year to finalize a design project. This timeframe allows for thorough design research, development, and refinement.

The most frequently asked question is, "What inspires your designs?" My answer is that inspiration comes from a variety of sources, including travel, nature, art, and everyday experiences.

My most important job experience was working on the Beijing 751 International Design Week. This project was significant because it helped increase public awareness of the design industry and showcased the power of design to influence and inspire.

Some of my clients include various companies and organizations that require visual systems, brand identities, and book designs. I prefer not to disclose specific names due to confidentiality agreements.

I enjoy designing visual systems and books the most. These projects allow me to explore different aspects of visual communication and storytelling, which are my passions.

My future plans include exploring more motion design projects and continuing to work on inclusive design solutions for people with disabilities. I aim to use design to solve societal issues and make a positive impact on the world.

I primarily develop my designs myself, but I also collaborate with other designers and professionals when the project requires it. Collaboration often leads to more innovative and well-rounded solutions.

I am currently working on a project aimed at improving the social experiences of people with disabilities. This project is particularly exciting as it has the potential to make a significant impact and promote inclusivity.

People can contact me through my website, email（lu.designer17@gmail.com), or professional social media profiles. I am always open to new collaborations and projects.

I would like to emphasize the importance of continuous learning and staying passionate about design. The design field is constantly evolving, and it's crucial to adapt and grow with it. Thank you for the opportunity to share my journey and insights.

The theme of gravity allowed me to explore the idea of connection and continuity. Gravity serves as an invisible force that holds everything together, much like heritage binds past and present. This metaphor guided my decision to use overlapping geometric forms in the design system, symbolizing the interdependence of tradition and modernity. Each element tells a story of cultural return, where historical values are reimagined through a contemporary lens.

The circular invitation was inspired by the cyclical nature of gravity and its representation of connection and renewal. By combining tactile elements with QR codes that led to interactive content, we created a bridge between physical and digital experiences. This approach invited the audience to explore the theme more personally, making the design not just a visual statement but also an engaging, multi-sensory journey.

The palette reflects the interplay of tradition and innovation. Blue symbolizes calmness and introspection, aligning with the cultural depth of heritage. Grey represents balance and neutrality, providing a contemporary touch that unites the past and future. Pink introduces an element of energy and modernity, signifying the vibrancy of today's design landscape. Together, these colors create a harmonious dialogue between old and new.

The key was clear communication and efficient delegation within our team. We broke the project into manageable phases, focusing first on establishing a strong design framework. By aligning the visual system early, we ensured that all subsequent elements adhered to a cohesive aesthetic. Iterative feedback and agile problem-solving helped us maintain quality while staying on schedule.

The geometric shapes started as simple forms inspired by traditional Chinese motifs, such as circular patterns representing unity. As the design progressed, we introduced overlapping and intersecting layers to convey the complexity of cultural heritage merging with modern innovation. This evolution added depth and flexibility to the visual system, allowing it to adapt across various media.

The research revealed patterns and philosophies deeply rooted in Chinese culture, such as the balance of opposites found in yin and yang. These insights inspired the use of contrasting elements, like bold and delicate lines, in the visual system. Understanding the historical context allowed us to design with authenticity and respect while reinterpreting heritage for a contemporary audience.

Modern exhibitions increasingly blur the lines between physical and digital experiences. For the 751 design, this meant incorporating interactive installations and digital wayfinding tools. The seamless integration of these elements enhanced accessibility and engagement, aligning with current trends in creating immersive, user-centric environments.

This recognition highlights the importance of thoughtful storytelling in design. I hope it encourages more festivals to embrace themes that are both culturally resonant and globally relevant. The success of this project demonstrates that design can be a powerful tool for bridging heritage with innovation, setting a new standard for festival identities in China.

One challenge was ensuring that the intricate designs translated effectively from concept to production. We worked closely with manufacturers to test materials and refine die-cutting processes. The result was a series of detailed, tactile elements that invited visitors to engage more deeply with the exhibition, turning each piece into a work of art.

The success of the 751 design system demonstrates the value of grounding festival branding in cultural authenticity while embracing modern aesthetics. I hope it inspires future projects to explore themes that resonate both locally and globally, fostering a creative community that values innovation as much as heritage.