Interviews with Xulei Li

I have been working as a designer in a contemporary art museum for 6 years, and I am also the founder of a design studio. In the past 6 years, I have worked with well-known contemporary artists at home and abroad, including Chinese famous artists, Taiwanese writer, Japanese artist and French artist, etc. At the same time, my own studio also undertakes some design projects, such as E POI - a fashion brand visual system upgrade, NYUShanghai - One Day branding and VI system for a kindergarten, etc.

Since I was a kid, I love art, something like human's nature drives me to approach art and have the eagerness to learn more about it. Visual communication becomes the most interesting subject during my undergraduate and graduate school. I follow my instinct, choose to be a desginer, and never look back.

In the process of design, I pay attention to three aspects:

the theme, materials and crafts, customer needs. If brought together into one point is that whether the design language expressed clearly.

In my design, I will rely more on digital tools and the latest technology through computer aided design and renderings.When I receive a new project, I will do market research to understand the similar products in the market or the results of the project, and how How we design is unique. Then I will understand the project background, dig deep into the project positioning and propaganda direction, and then extract the elements and design them in a right direction.

In the design process, my mind is relatively peaceful. Of course, I will be very excited when I come up with good ideas.

From the initial idea to the final result, the design will undergo many changes, perhaps the change of design direction or the feedback adjustment of customers. This ever-changing challenge makes me learn to adjust myself quickly, which provides reference for me to solve difficulties in my life.

Executive power, insight.

I think my observation and imagination help us to become a qualified designer, observe life, be good at discovering the beauty of the details of life, and record them in my heart. Then I combine them with my imaginations, they become my best design resources.

In my design work, my graduate mentor had the greatest influence on me at first. She had a set of methodology which allows me to master my design works. The methodology is “Always make suitable adjustments for different projects.” Now I think it is handy to do design, but I need to master more new technology skills constantly.

I have been working as a designer in the art industry for 6 years, and have been responsible for many design projects. In the future, I want to do more projects, which the project that combinations commercial, technology, and art.

I hope to have more opportunities to cooperate with people who comes from different industries, and to design projects with more commercial value.

Professional skills, such as software using and painting ability, is an essential fundamental thing for a great designer. Beyond this, I think the following three qualities are essential too. First, always remember to find beauty from ordinary life. Second, always be awarded what is happening in the industry, learn from others. Third, keep practicing.

As mentioned in my previous questions, learning to observe life, mastering design methodology, and constantly practicing are more likely to be an excellent designer.

I am currently working in an art museum. My work mainly focuses on exhibitions, visual system design, and activities design. At the beginning of every day, I will start by listing a to-do list, and then I will finish the most challenging design tasks after finishing work, browsing the design platform to know design trends.

Designers are a profession that needs to pay attention to the trend all the time. Of course, I am not talking about following the trend here. In a sense, to do design works that meet the requirements of customers. We must innovate based on our ideas as much as possible based on learning and understanding.

A good product should be both aesthetic and functional, thus to engage more consumers. Sometimes, we might make mistakes while doing our design in highlighting its visual effect, or enlarging the form of technique far outweighing its content. Consequently, there would be no effective message to convey through design in this way.

12. How do you decide if your design is ready?

For this question, try to tell us the moment in which you say, yes; this design is complete and done; there are no iterations needed or feasible; the design is ready. Can a design be complete? Or will there be always a way to improve them? When do you decide to stop doing it better and move on to other projects? Or do you always keep an open tab in your mind to make your earlier designs better? When you decide your design is ready? When or how do you know your product or project has become a success?

我一般会给自己制定比较严谨的时间周期，保证自己在某个时间点完成设计，客户是不允许设计师无止境的修改设计，这是一个客观因素；

个设计作品我觉得已经是完成状态它必须是满足了几个要素的，一个是有紧扣主题，二是有记忆点，三是从结构来说是完整的.

当然，很有可能当下做好的设计隔了一段时间，你的能力提升你会发现之前的设计作品还是有可以改进的地方，作为自己的作品你再精进也是很可行的。

In general, I will set a schedule to ensure that I accomplished the design on time. The client will not give much time to designers to modify the design endlessly; this is an objective factor;

I think an accomplished design work has three principles：

The first principle is to express the theme clearly,

the second is to have a memory point, and the third one has a completed structure.

Of course, there is likely a period after we finished design, our professional skills will improve. Going back to the old work will make you realize that there is still space for improvement in the previous design work.

The most extended time-consuming project from last year was to design a VI system for a kindergarten. Because it is rare to do design projects related to parent-child or community, I am very interested in undertaking projects of different design types. After understanding the positioning, concept, and other relevant information of the kindergarten, the visual image of the kindergarten is established by extracting the name of the kindergarten and combining it with the nearby geographical environment. The organization I am working with is a relatively conservative institution. The most challenging part of the design process is how to convince the owner of the kindergarten to accept a relatively open or active design concept. Fortunately, the outcome of the project was able to be constructed according to the designer's ideas through communication and adjustment.

I think Vasjen Katro is a very cool designer. It is not only because of his excellent work, but also his spirit, which can encourage us. He launched Baogasm- a project that is to design a high-quality poster everyday. It has been going on for several years. Besides that, he shared free courses about design skills and design thinking, helping people who want to learn design.

If I need to mention one more designer that I liked a lot, Milton Glaser is the name popped up into my mind. As one of the most influential graphic designers in the United States. He designed the logo "I Love NY" for the New York State Department of Commerce, which became the most famous logo in design history. New York has also transformed from a cluttered city that facing bankruptcy into a "big apple" that has attracted worldwide attention, and since that time, Milton Glaser has been called a hero who saved New York City.

I am living in Shanghai (China) currently. I think that Chinese traditional culture and Shanghai culture greatly influence my design, so my design can be done in a contemporary Western and oriental style, and the design language is more diverse. In daily life, I like to listen to music and make friends in different careers to think about problems from different angles and have a broader perspective.

I am currently doing design work alone. I think I am relatively easy to collaborate and communicate, but the premise is that the partner is relatively complementary to me, and each has its own strengths, so the partner I want to find is from business management background, because when I immerse myself in design expression, my partners can more consider the market and business value. The difficulty I faced in my career at the moment is that the projects I do are relatively limited. Most of them from art and cultural industry projects. I hope that more cross-border projects I can undertake.

I think that to make design project excellent is not only to have strong professional skills, but also to have strong communication skills.

Since 2019, I have continued to participate in the activities of a design sharing lecture. The most impressive thing is the youth salon initiated by graduate students from Harvard University. As a guest speaker working in a museum as a designer, I have shared interesting things and difficulties I have gone through. I have also participated in some social welfare organizations' activities to design public welfare posters about race and disease issues.

I am very honored to grant the bronze in A’ Design Award .

After that the attention from public has been significantly improved, and the influence is also constantly improving,there are more opportunities I have received.

The idea of the design is based on circular waves representing sound sources. The waves are of various angles and curvatures. They take on a transparent look, representing the transparent material used by the art pieces, as well as the transient and untouchable sound. In terms of the type style, the title of the exhibition, in both Chinese and English, is inserted throughout the circular sound waves. The Chinese text is in traditional font Song, carrying an aura of China. The text is in gradual change of blue, emphasizing the transparent and mysterious vibe of the exhibition. The overall colors of the poster are orange and blue, matching the main colors of France’s National Flag, symbolizing the cultural communication between China and France.

Regarding the print technology, I separate the textual elements and circular “sound waves” elements. The text is silk-screen printed on transparent PVC material in gradual changing dot grid. The circular “sound waves” are printed on paper. The two layers will combine into one complete key visual. By doing so, audience are led to pay attention to the title and the theme of the exhibition. When they turn the page of the text, the sound waves will be revealed, attracting them into the world of sound.

Find the balance between GRAME and Shanghai Minsheng Modern museum's design requirements. Try to understand the exhibition's spirit and deliver it accurately.

Enhance publicity so that more viewers can see this work.

It took me one month.

Observe the content of the exhibition and the elements that the exhibition wants to present. It was commissioned.

The entire design is for the exhibition of Shanghai Minsheng Modern Art Museum.

The work’s inspiration is based on my understanding of the exhibition.

I complete the work independently.

This design’s target customer is exhibition’s audience.

The name of the exhibition is obtained by summarizing the characteristics of the work and discussing with the curator. The exhibition consisted of 44 audio and visual art works by 26 artists. Focusing on spatialization design and using any kind of transparent materials, most of these installation art pieces convey the status of optics and ability of visual expression behind the meaning of “transparency.” Combining art pieces of videos, music, installations, and programming, the exhibition rendered the intangible and penetrating features of “sound.”

Selection of materials for finished products.

Adobe illustrator, InDesign and Photoshop

Good at using the right materials to make the design more recognizable.

I designed by myself.

Implement design ideas.

Relying on the analysis of the visual experience of the museum's audience, the design direction is obtained: the clear information transmission and the simple visual style are more popular with the public.

Make sure both artists and the museum’s need is taken care.

To make more people see my work, and get more feedback.

How to communicate with different parties more efficiently.

I achieve both my undergrad and master degree in visual art design from Shanghai University.

I become a designer because I like it.

I made my choice.

Branding design, visual design in exhibition, book design, signage system design, VI system design, etc.

I wish to design more motion designs.

Through continuous learning to discover your own design superiority and design style.

Based on the difference in overall strength, a great designer know how to work every resource he has and can tell a good design story.

A great design should both creates social and commercial value and touches people.

Improve the quality of life.

I want to build up a designer community platform. The platform's goal is to help designers build up their design teams for different projects efficiently.

Continue to delve into the urban regeneration of Chinese paper-cutting.

Live a life. Learn how to notice a problem, then solve it.

Yansong Ma, Stephen Webster, Thomas Heatherwick.

Kulachek, the visual language of her works is simple, but the design style is vivid and has strong recognition.

Vi system design for a kindergarten. It is practical and interesting, which makes children more willing to live in this space.

Get an overall understanding of design knowledge. Paying attention to the current design trends and keep up with it. Go to see the design works of your favorite designers to improve design aesthetics, and do not stop to practice.

Maybe become a lawyer.

Design is a way to make life more efficient.

My colleagues and peers.

Keep learning and improve your design ability by accomplished different projects.

I feel that I am staying in a comfortable zone. I want to work with more great designers and organizations.

Build up their websites. Post and communicate with other designers on designer platforms.

It is unclear because of the epidemic situation.

I didn't think that far away, live in the present. My goal for the next couple of years is to allow more people to see my design works and find possibilities for cooperation with different platforms.

I hope I can not only produce good works but also wish to set a positive example for younger designers.

Design provides convenience for people's lives.

Because where I work is project-based, I will continue to meet different people and industries, and broaden my cognitive field.

The next project. Never stop.

The Chinese market can pay less attention to efficiency, but more attention to the design quality. Give designers more respect, and improve the protection of intellectual property rights.

More humanized and more dynamic.

It depends on project. It can be from one month up to a year.

Communicate with clients and project research.

A person's life has an end, but their soul does not.

It is hard to say. Design and trend is an interactive relation.

It is a tool and an excellent helper to achieve design ideas.

Illustrator, Indesign, Photoshop、C4D, AE

The use of colors and materials will change the mood and feeling of the work, and the ambient will affect the atmosphere that the audient gets from the design products.

Design ideas.

I will think about its design logic and methodology.

I am still looking for this ideal partner. I hope my partner has a background in business management and will give more opinions from the market and application. I believe in cooperative operations.

My graduate tutor.

《Grid systems》

Keep observing, Keep practicing.

Thomas Heatherwick

I will feel that my work is rewarding and valuable, and it is a kind of affirmation to me. Being famous is not only about being professional, but also depending on opportunities, it can be very difficult.

Color: White and black

Place: My hometown(Hunan)

Food: Spicy food

Season: Autumn.

Participate in traditional Chinese paper-cut projects and visit traditional paper-cut artists.

Live every day practically, and treat life well. I often put myself in contact with various projects, and the pressure stimulates me to move forward.

With artificial intelligence; everything becomes faster.

In the next few years, I want to collaborate with more industry expertise and bring more diversities to my work.

I majored in design for my undergraduate and master programs. After achieved my master's degree, I start to work at museums. Through my work, I got to know many curators and artists. Collaborating with them makes me devoted as a designer more.

I am working at an art museum currently. At the same time, I am running a design studio. The studio's target clients are artists, galleries, and museums. I generally provide clients with related services such as branding, logo design, book design, and etc.

"Design" has already become a part of my life. It is a perspective of looking at new things.

The project I enjoy the most is the project that combines commercial, technology, and art.

There are too many to count.

VI system of a parent-child brand.

I have no preferences for material or technologies. Material and techniques that can express the project's concept promptly is the most ideal one. I like the platform that can provide me with design inspiration.

When I am full, and in a good mood.

I give more focus on whether the design concept matches customer needs during the design process.

In the design process, my mind is relatively peaceful. Of course, I will be very excited when I come up with good ideas.

hahahhaha

Very excited, feels like a genius.

The sturdy design concept is the reserve, and project research is the premise; technology is the foundation; efficient communication with customers allows designers to have more control over their design.

Have you delivered the idea of ​​the project clearly?

This is a big question. As a designer, my priority is to be responsible for each client and project and consciously use design language to participate in activities to support social equality, environmental protection, etc. to improve existing social problems.

With artificial intelligence; everything becomes faster.

My last design exhibition was at the SAGD Award 2019 winners exhibition in Taipei, China. At present, because of the epidemic situation, it is still uncertain when the next exhibition will happen.

Many of my design projects are exhibitions based. I will brainstorm with the exhibition's curator to get a generous idea about the show and observe the exhibition by myself too.

My inspirations are from my daily life, my early life experience, and other designers' work.

I do not know what style I am. My design style requires the public to define. I will try different design forms based on different project properties.

I live in Shanghai, China. My country's cultural heritage inevitably affects my work.

Double to choice.

Have faith in designers’ expertise. Working with a designer has a similar style to your company’s aura, and style will make the whole process much more smooth to produce results.

To begin a new design project, I will always start with project research to learn more about similar products and industry status. The second step will be collecting clients' needs and requirements. Through communication with clients, design work will be polished.

Gloves, table lamp, kitchen, bookshelf.

I am working 8 hours per day for five days a week. After work, I will see friends or go to sports.

Don’t stop studying, live a life.

The good part may be better at discovering the beauty in life. The downside is that life and work are a bit inseparable, and sometimes inspiration often comes from a moment.

Keep learning and pay attention to design trends.

Design Logic

Design Software: Illustrator, Indesign, Photoshop、C4D, AE

I set the schedule at the beginning of the design task, strictly follow the process table to urge myself to do the design.

Depending on the size of the project, small projects will take 1-2 months, and large projects may take half a year to 1 year.

When will the project end? Hahaha

Working in a museum for nearly six years.

Shanghai Minsheng Art Museum, New York university(Shanghai), E POI fashion brand,etc.

Working at art museum allows me to be surrounded by artworks. Some project are serving for vulnerable groups. Using one’s professionalism to help others, make life becomes more meaningful.

Find more projects that I feel interested to work with.

I develop designs by myself

I am an independent designer.

I was working on an exhibition project with Maryland Art Center in the United States recently. However, due to the impact of the epidemic, it is stranded now. I hope the virus can ended quickly. People may return to a quiet life.

Through my email, Lixulei1028@hotmail.com