Interjúk – Yunzi Liu

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

The main principle behind the ViennArt Academy branding design is to blend tradition with innovation. Inspired by the symmetry of V and A, the design reflects art as a mirror of life, utilizing the play of light and shadow. This concept is rooted in the belief that art is dynamic and constantly evolving, just like the educational approach of the academy.

My primary focus was to create a visual identity that is both memorable and reflective of the academy's ethos. I aimed to achieve a design that conveys the institution's dedication to fostering creativity and growth while also being adaptable across various media.

I plan to continue refining and expanding the branding elements to ensure consistency across all platforms. Additionally, I aim to leverage the recognition from the award to explore new opportunities for collaboration and further enhance the academy's visibility.

The branding process spanned from August 2023 to February 2024, encompassing initial sketches, stakeholder collaboration, digital iterations, and final refinements. However, this project is always ongoing. Now, I'm working on iterating the school website based on our user testing.

I'm working at the New York School of Arts and the ViennArt Academy is stemming from it. However, I was deeply inspired by the challenge of creating a brand identity that would resonate with both traditional and modern elements, aligning with the academy's vision.

The branding design is exclusively used by ViennArt Academy. There are no plans to sell or lease the production rights as it is tailored specifically to the academy's identity and mission.

My passion for visual communication and education drove me to design this branding. I wanted to create a meaningful and impactful identity that would inspire students and reflect the academy's commitment to artistic excellence.

Yes, Iko Tanaka's work significantly influenced my design. His ability to merge cultural elements with modern aesthetics inspired me to create a brand identity that honors tradition while embracing contemporary design principles.

The target audience includes prospective students, their parents, educators, and the broader art community. The design aims to attract individuals who value a blend of traditional art education and innovative practices.

The unique integration of light and shadow elements, along with the symmetrical representation of V and A, sets this design apart. It not only serves as a logo but also encapsulates the academy's philosophy of art as a reflective and dynamic process.

The name "ViennArt Academy" was chosen to reflect the academy's location in Vienna, Virginia, and its focus on art education. The play on words emphasizes the academy's commitment to art as a core component of its identity.

I used Adobe Illustrator for logo design, Adobe Photoshop for mockups, Wix for website development, and Adobe InDesign for booklet design. These tools allowed for precise and versatile design work.

The most unique aspect is the reflective interpretation of VAA and the use of parallelograms to symbolize light and shadow. This not only represents the academy's name but also its core values of creativity and continuous growth.

I collaborated with stakeholders from ViennArt Academy, including educators and administrative staff. Their insights were invaluable in ensuring the design accurately represented the academy's mission and values.

Technology played a crucial role in the design process, from digital sketching and iterations to the final production of marketing materials. Tools like Adobe Illustrator and Photoshop enabled precision and creativity, ensuring a high-quality outcome.

Yes, the design was influenced by stakeholder feedback and market research. We conducted surveys and focus groups to understand the needs and preferences of our target audience, ensuring the design resonated with them.

One of the main challenges was navigating trademark application rejections and finding a name that was both unique and representative. Additionally, balancing the sharp angles of the parallelograms with a softer visual appeal required careful refinement.

I decided to submit the design to the A'Design Award to gain international recognition and validate the quality of my work. The competition's prestige and global reach offered a platform to showcase the design to a wider audience.

This project reinforced the importance of stakeholder collaboration and iterative design. I learned to balance creative vision with practical considerations, enhancing my ability to produce designs that are both aesthetically pleasing and functional.

I'd like to emphasize the importance of integrating cultural and contemporary elements in design. This approach not only preserves heritage but also makes art accessible and relevant in today's context.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

My success as a designer is rooted in a commitment to continuous learning. Teaching graphic design to students with diverse perspectives has also played a significant role in shaping my growth, fostering adaptability, and deepening my understanding of design principles. Ultimately, a passion for creativity and storytelling has been the driving force behind my pursuit of innovative design solutions.

One significant obstacle I faced was navigating the transition into a graphic design graduate program. While many of my classmates had a clear direction, I was still exploring my interests. However, I consider myself fortunate to have found teaching opportunities after graduation, which provided me with the guidance and structure needed to overcome this period of uncertainty and find my footing in the field of design.

Designers should present their work in a clear, visually engaging manner, using portfolios to showcase their best projects. Articulating design decisions and showcasing problem-solving skills is key, whether through images, descriptions, or case studies. A well-presented portfolio communicates professionalism and talent to potential clients or employers.

My immediate focus is on creating more marketing materials for ViennArt Academy. Looking ahead, I'm excited to explore the realm of 3D design and delve into creating interactive pieces. Expect to see a fusion of traditional design principles with innovative digital experiences in my future projects.

My ultimate goal as a designer is to make a meaningful impact through my work. Whether it's inspiring others, solving complex problems, or enriching experiences, I aim to create designs that resonate deeply with people and contribute positively to the world around me. Ultimately, I strive to leave a lasting legacy that reflects my passion for creativity, innovation, and storytelling.

I believe people expect an esteemed designer to consistently deliver innovative and impactful design solutions that exceed expectations. They anticipate a level of creativity, professionalism, and attention to detail that sets their work apart and inspires admiration and trust.

Design serves as a catalyst for societal progress by addressing various challenges and enhancing the well-being of individuals and communities. Through thoughtful and innovative approaches, designers can create solutions that promote inclusivity, sustainability, and cultural understanding. Whether it's through designing accessible spaces, advocating for social causes, or developing products that improve quality of life, design has the power to inspire positive change and shape a more equitable and harmonious society.

Currently, I'm fully immersed in the ViennArt Academy project, where I'm tasked with building a comprehensive visual system for the brand from the ground up. I'm particularly excited about this opportunity to craft a cohesive and impactful identity for a brand.

My thesis project, 'Who Killed Mr. Stripe?' stands out as the most fulfilling endeavor for me. Unlike traditional graphic design projects, this was more focused on interactive space and experience design. While typical design aims for instant comprehension, I wanted to create an immersive experience where viewers could spend time exploring and feeling the design around them. It was a bold attempt to blur the lines between design and art, and although I faced skepticism during its creation, the project ultimately proved successful.

I'd like to see greater collaboration between design and technology to drive innovation towards creating a more sustainable world. By harnessing the power of technology and design, we can address pressing global challenges and pave the way for a more sustainable future.

I believe the future of design lies at the intersection of design and technology. We're witnessing a convergence where advancements in technology, such as artificial intelligence, augmented reality, and sustainable materials, are increasingly shaping the way we design and interact with the world around us. From immersive digital experiences to sustainable product design, the integration of technology into the design process will continue to drive innovation and redefine the boundaries of what's possible. As we move forward, I anticipate a greater emphasis on collaborative, interdisciplinary approaches that leverage the strengths of both design and technology to address complex challenges and create meaningful, impactful solutions.

The timeline for finalizing a design project can vary significantly depending on factors such as the project scope and budget. While some projects may be completed relatively quickly, others with more extensive requirements may require months or even years of work to ensure quality and effectiveness.

My process typically begins with thorough secondary research. This involves immersing myself in relevant industry articles and analyzing existing designs to glean insights and inspiration.

'Design is not just what it looks like and feels like. Design is how it works.' from Steve Jobs.

I believe they mutually influence and interact with each other to drive the development of design.

In my design process, technology holds significant importance as it provides a multitude of possibilities and tools that greatly enhance the final outcome.

I utilize various Adobe programs extensively in my design work, complemented by MacBook Pro and iPad.

The role of color, materials, and ambient elements in design is pivotal, as they collectively contribute to the overall aesthetic, functionality, and user experience of a project. Each component holds the power to evoke emotion, convey meaning, and shape perceptions.

I hope people inquire about the inspiration behind my designs and the thought process that went into creating them.

My first thought would be, "I'll never be able to create anything equivalent to this. I'm hopeless." Then I'll try any means to push myself further as a designer to reach their height.

My ideal design partner would be an animator or motion designer. I believe in the power of co-design as it allows for collaboration and the blending of complementary skills. I'm particularly drawn to working with someone skilled in rhythm, tempo, and music, areas where I feel I have room to grow. By partnering with a talented animator, I hope to learn from their expertise and enhance my own abilities in these areas.

The designers who have had the most influence on my design journey are those with strong personal visual styles. Their individuality and unique approaches to design have inspired me to explore my own creativity and embrace my identity as a designer.

The book that has had the most profound impact on me is 'Just My Type.' While typeface may often be perceived as a dry topic in graphic design, this book has the remarkable ability to make it as engaging as a novel. Through its captivating narrative and insightful exploration of typography, I developed a newfound appreciation and interest in typeface design.

Teaching benefits both teacher and student. By teaching and mentoring others in design, I not only shared my knowledge and expertise but also gained new insights and perspectives from my students.

I would want to meet Iko Tanaka. I believe his wisdom and insights could serve as invaluable guidance and inspiration in my design journey, transcending both time and space.

The awards and recognition I've received serve as both encouragement and motivation for me to continually strive for excellence as a designer. While fame may come with its challenges, it's not my primary goal. Instead, I aspire for my designs to be recognized and appreciated on their own merits, surpassing any personal fame or recognition.

As I delve deeper into design, my color preferences have become more fluid. The seashore in my hometown holds a special place in my heart, and I have a deep love for Japanese cuisine. Spring, particularly in my hometown where it extends for quite a while, is my favorite season. My constant companions are my cat and my laptop. MUJI is my favorite brand. I always aspire to collaborate with a diverse design team, working alongside product designers, interior designers, and architects to create immersive brand experiences.

I must admit, it wasn't until my second year as a graphic designer that I realized black and white weren't considered colors.

It may sound weird. I motivate myself by solving math problems or logic problems.

When I was a child, my parents encouraged me to pursue a career in design from an early age. I was interested in fine art and fashion design during my elementary school years.

Predicting the future thousands of years from now is tricky. I hope that human beings can preserve our planet and protect the environment well.

In my design work and personal life, I strive to promote inclusivity, diversity, and equality for all. It's important to me that my work reflects these values.

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.

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.

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.

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.

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.

The first project I designed independently was a logo for Eddingpharm, a pharmacy company specializing in cancer treatments.

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.

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.

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.

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.

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.

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 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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

I'm currently working on creating a series of marketing materials for ViennArt Academy, including videos, brochures, and a website.

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.

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.

Art has a long history, but it’s always evolving, and I wanted the branding to reflect that duality. I centered the design around the concept of light and shadow, which I see as the essence of visual art—without light, art doesn’t exist. At the same time, light symbolizes guidance, which is a key role of ViennArt Academy. As educators, we aim to be a guiding light for our students, helping them find their creative paths so they can explore freely in the future.To express this idea, I adopted a simple, strong, and concise visual language. This minimalism keeps the design contemporary while honoring the timeless principles of art. It’s a balance that aligns with the academy’s mission and resonates with both its history and its forward-thinking vision.

The parallelogram motif actually originated from the academy’s abbreviation, VAA. When I looked closely, I noticed the shape within the letters and simplified it to create a visual rhythm. It felt like a natural representation of the academy’s values.At ViennArt Academy, we believe in treating all students equally and providing them with a diverse range of art classes—digital art, fine art, game art, graphic design, fashion design, and more. The parallelogram symbolizes this equality. It represents the idea that all forms of art are equally valuable and that every artist deserves respect.Beyond that, the motif conveys movement and continuity, reflecting our commitment to passing on the artistic spirit to the next generation. Just like the parallelogram’s rhythm, we aim to inspire students to carry forward their creativity and keep the art world evolving.

Absolutely! The process started with over 20 hand-drawn sketches, where I explored different ideas and concepts. From there, I selected about 10 to digitize, focusing on those that best captured the academy’s values and identity.Our school board members and I held multiple meetings to refine the direction. These discussions were crucial, as they brought diverse perspectives to the table. There were some disagreements along the way—some members preferred a modern yet more complex design, believing it would feel more academic and versatile for generating visuals.Ultimately, we reached a decision through a final vote in one of our later meetings, choosing a simpler approach that better aligned with our vision of balance and clarity. Afterward, I made a few refinements to the design. I thinned the strokes to give the logo a more serious and professional tone, adjusted the proportions, and repositioned the wordmark to achieve better balance and cohesion.The final design reflects both the academy’s values and the collaborative process that brought it to life—a blend of simplicity, seriousness, and adaptability.

I’ve always been enchanted by the contrast of light and shadow, so it felt natural to bring that idea into the design. Fine art serves as the foundation of all the disciplines we teach at ViennArt Academy, so I wanted the logo to reflect this fundamental principle.Beyond light and shadow, I incorporated other key artistic principles into the design, such as the use of positive and negative space and the rule of thirds. These elements not only create visual harmony but also reflect the depth and structure that underpin all forms of art.The interplay between solid and outlined shapes mirrors the dynamic relationship between light and shadow in studio art. It’s a visual metaphor for how the academy bridges tradition and innovation, grounding students in the essentials while inspiring them to explore and create freely.

The trademark complications definitely slowed down the design process, but challenges like this aren’t uncommon for designers. In our case, the primary issue was with the naming. While it was a hurdle at first, I’m grateful for the practical feedback from our legal team.Their insights helped us refine the school’s name, making it not only legally viable but also more unique and memorable. This process pushed me to think more deeply about how the branding could stand out while staying true to the academy’s identity. In the end, these constraints enhanced the creative outcome, as they forced us to focus on clarity and distinctiveness in both the name and the visual design.

The decision to use VAA instead of the full name was guided by a couple of key insights. First, our school is located in Vienna, Virginia, which could easily be confused with the more internationally recognized Vienna in Austria. Simplifying the name to VAA helped us avoid that confusion and establish a distinct identity.Additionally, as a new school, we wanted the branding to be simple and memorable. A concise logo like VAA is easier for people to recall and recognize, which is crucial as we build our reputation.We also have a vision of expanding internationally in the future, leveraging our long history in international art education. Using VAA creates a versatile identity that can grow with us. Hopefully, we can make our town of Vienna, Virginia, also known globally through art and education.

The secondary visual played a crucial role in ensuring the design’s adaptability and consistency across various formats. First, I created a secondary logo specifically for smaller applications like social media accounts and the website favicon. This simplified version ensures the branding remains recognizable even at smaller sizes.I also introduced a secondary visual element—a parallelogram—which serves as both a clipping mask and a background shape. By repeating and integrating these parallelogram shapes across different media, we were able to enhance the brand’s visual identity while maintaining flexibility in bigger sizes. This approach allowed the branding to stay cohesive and impactful, whether it’s on a booklet, a digital platform, or any other medium.

It was definitely a challenge at the beginning. Beyond the design itself, we had to make critical decisions about naming and defining our target student groups. Once those foundational elements were in place, the design process became much smoother.Everyone agreed early on that a modern approach was essential, especially since we wanted the new logo to complement the branding of our previous business, NYSA, from which ViennArt Academy originated. That alignment gave us a strong starting point.The key to success was constant communication. We held weekly meetings to review progress and discuss ideas. I also made it a point to present alternative options during these meetings. This strategy was crucial—it allowed stakeholders to focus on refining the design rather than rejecting an idea over a minor issue. By staying collaborative and proactive, we ensured the final design resonated with everyone while staying true to the creative vision.

We designed the visual identity with flexibility in mind to ensure it could grow alongside the academy. The parallelogram, for instance, will remain a central element. Its versatility in length allows it to adapt to different applications, whether it’s a window decal, print materials, or digital platforms. The solid and outlined versions of the parallelogram also make it easy to mask or frame content, providing a consistent visual language across various media.As the academy expands and adds new branches or departments, the wordmark can be adjusted to reflect those changes, maintaining relevance as we grow. This adaptability ensures that the visual identity remains cohesive while accommodating future developments, keeping the brand fresh and aligned with our evolving mission.

The design blends creativity and strategy through its use of the parallelogram, which symbolizes balance and equality in art while being versatile for various media. The minimalist VAA logo was a strategic choice to ensure global recognition. Additionally, the design’s adaptability for future growth—whether through the wordmark or secondary visuals—positions the brand for long-term evolution. This thoughtful approach is what earned the recognition.