Interviews are available in English only. Open the English page.
Interviews with Liying Wang
Designer profileDesign Interview
24 August 2026 · Bitter Plus Sweet Identità Aziendale
The design centers on the "double-read" principle, reflecting the intrinsic duality of the coffee experience: the deep, intense "bitter" of a dark roast and the bright, "sweet" notes of high-quality beans.
I constructed a monogram on a strict mathematical grid to ensure timeless scalability. The resulting mark is a geometric heart that rewards closer inspection by revealing the brand’s initials: a rigid, structural 'B' on the left and an open 'S' on the right. To avoid the cold, industrial aesthetic common in modern cafes, I opted for an earthy palette of Espresso Brown and Sage Green. By pairing the sharp geometry of the logo with a friendly, rounded typeface, the identity achieves a "modern craft" feel that is premium yet deeply human.
I constructed a monogram on a strict mathematical grid to ensure timeless scalability. The resulting mark is a geometric heart that rewards closer inspection by revealing the brand’s initials: a rigid, structural 'B' on the left and an open 'S' on the right. To avoid the cold, industrial aesthetic common in modern cafes, I opted for an earthy palette of Espresso Brown and Sage Green. By pairing the sharp geometry of the logo with a friendly, rounded typeface, the identity achieves a "modern craft" feel that is premium yet deeply human.
My main focus was building a cohesive brand story that balances modern, structural aesthetics with approachability. I wanted to achieve a highly recognizable visual identity that scales flawlessly across everything from small packaging mockups to large storefront signage.
The entire concept, from drafting the initial brand story to finalizing the palette specs and packaging mockups, took about three months of focused iteration between February and April of 2026.
I wanted to elevate the typical coffee shop aesthetic. It was driven by a desire to create a visual identity that steps away from generic coffee tropes and instead focuses on community warmth through a highly structured, modern lens.
My background in visual communication naturally draws me to projects that blend structural design with everyday human experiences. Crafting a brand identity that shapes how a community interacts with a local space perfectly aligns with that passion.
The work was heavily influenced by modern minimalist branding, specifically designs that use sharp geometric shapes to convey emotion. I looked at how other brands successfully use rigid structures to form welcoming, universal symbols.
The primary audience includes modern coffee enthusiasts and local community members who value a welcoming, aesthetically pleasing environment to connect, work, or relax.
The brand is built on a distinct visual duality. It moves beyond standard coffee tropes by visually contrasting the "bitter" elements of a bold roast with the "sweet" moments of community, anchored by a highly recognizable geometric heart monogram.
"Bitter + Sweet" directly reflects the core coffee experience—pairing the bold, bitter notes of espresso with the sweet, human moments of connection shared over a cup.
The geometric heart monogram is the standout element. It merges sharp, structural angles with the universal symbol for warmth and love, visually encapsulating the entire brand story in a single mark.
I researched local coffee shop branding trends and customer demographics to ensure the visual guidelines felt fresh, distinct, and highly approachable within the local market.
A major challenge was perfecting the geometric heart monogram. It required multiple iterations to strike the right balance—ensuring the sharp angles felt modern and structured without losing the inherent warmth a community coffee shop needs.
Design Legend Interview
19 June 2023
I have a Bachelor of Arts degree in Theatre Film and TV Fine Arts Design, and that experience inspired my interest in the visual commutation aspect. To refine my skills and knowledge, I enrolled master’s study program at the Academy of Art University. There, I immersed myself in a wide range of courses, including graphic design, typography, illustration, user experience design, and branding. The program provided me with a strong foundation in design principles, technical skills, and critical thinking, which allowed me to develop my unique style and approach.
My journey into art and design began at a young age when I discovered my love for creativity and visual expression. I found joy in creating something from scratch and using my imagination to bring ideas to life. As I grew older, my passion for art and design continued to flourish, and I realized that I wanted to pursue it as a career. I was fascinated by the power of design to communicate messages, evoke emotions, and solve problems. The ability to blend aesthetics with functionality and make a tangible impact through visual communication greatly inspired me.
I find great satisfaction in projects that allow me to unleash my creativity and push the boundaries of design. I enjoy designing print materials such as brochures, posters, and packaging. Working with tangible materials and considering their physical attributes adds more creativity to the design process. It allows me to explore different textures, finishes, and printing techniques to create visually striking and memorable designs. I am drawn to projects that allow me to combine my passion for creativity with a focus on solving problems and creating meaningful experiences. I thrive when I can use my design skills to make a positive impact and create designs that resonate with people.
Designer Interview
19 June 2023
My journey into art and design began at a young age when I discovered my love for creativity and visual expression. I found joy in creating something from scratch and using my imagination to bring ideas to life. As I grew older, my passion for art and design continued to flourish, and I realized that I wanted to pursue it as a career. I was fascinated by the power of design to communicate messages, evoke emotions, and solve problems. The ability to blend aesthetics with functionality and make a tangible impact through visual communication greatly inspired me. To refine my skills and knowledge, I enrolled master’s study program at the Academy of Art University. There, I immersed myself in a wide range of courses, including graphic design, typography, illustration, user experience design, and branding. The program provided me with a strong foundation in design principles, technical skills, and critical thinking, which allowed me to develop my unique style and approach.
Throughout my academic journey, I had the opportunity to work on various design projects, both individually and collaboratively. These experiences allowed me to apply my skills in real-world scenarios, work with clients, and understand the importance of meeting their needs while staying true to the principles of design. I am grateful for the opportunities and experiences that have shaped my artistic journey thus far, and I am excited to continue evolving as an artist and designer in the years to come.
Throughout my academic journey, I had the opportunity to work on various design projects, both individually and collaboratively. These experiences allowed me to apply my skills in real-world scenarios, work with clients, and understand the importance of meeting their needs while staying true to the principles of design. I am grateful for the opportunities and experiences that have shaped my artistic journey thus far, and I am excited to continue evolving as an artist and designer in the years to come.
I'm currently working for Superbolt, a growth marketing agency, and collaborating with a wide range of clients to craft standout visuals with the potential to scale, fit their design needs and help them to achieve their business goals.
"design" for me is the art and process of creating visually appealing and functional solutions to solve problems. It involves combining aesthetics, functionality, and purpose to communicate messages, evoke emotions, and enhance user experiences. Design is about finding the perfect balance between form and function, creating solutions that are not only visually appealing but also serve a specific purpose or meet a particular need.
In terms of the kinds of works I enjoy designing most, I find great satisfaction in projects that allow me to unleash my creativity and push the boundaries of design. I enjoy designing print materials such as brochures, posters, and packaging. Working with tangible materials and considering their physical attributes adds an extra layer of creativity to the design process. It allows me to explore different textures, finishes, and printing techniques to create visually striking and memorable designs. I am drawn to projects that allow me to combine my passion for creativity with a focus on solving problems and creating meaningful experiences. I thrive when I can use my design skills to make a positive impact and create designs that resonate with people.
I feel the most creative when I have the freedom to explore ideas without constraints and when I am in an environment that nurtures creativity. Here are a few situations and factors that tend to inspire my creativity: When I have a clear objective or problem to solve: Having a specific goal or challenge sparks my creative thinking. It gives me a sense of direction and purpose, allowing me to focus my energy and generate innovative solutions.
During the ideation and brainstorming phase: This is when I can let my imagination run wild and explore different possibilities. Collaborating with others in a brainstorming session often fuels my creativity, as different perspectives and ideas can lead to unexpected and exciting outcomes.
When I engage in research and gather inspiration: Exploring various resources, such as books, websites, art exhibitions, and nature, exposes me to different styles, concepts, and techniques. This research phase not only broadens my knowledge but also triggers new ideas and helps me develop a unique approach to my work.
When I receive constructive feedback: Feedback plays a crucial role in my creative process. It helps me refine my ideas, consider alternative perspectives, and challenge myself to push beyond my initial concepts. Constructive criticism encourages me to think critically and improve my work.
During the ideation and brainstorming phase: This is when I can let my imagination run wild and explore different possibilities. Collaborating with others in a brainstorming session often fuels my creativity, as different perspectives and ideas can lead to unexpected and exciting outcomes.
When I engage in research and gather inspiration: Exploring various resources, such as books, websites, art exhibitions, and nature, exposes me to different styles, concepts, and techniques. This research phase not only broadens my knowledge but also triggers new ideas and helps me develop a unique approach to my work.
When I receive constructive feedback: Feedback plays a crucial role in my creative process. It helps me refine my ideas, consider alternative perspectives, and challenge myself to push beyond my initial concepts. Constructive criticism encourages me to think critically and improve my work.
Designing involves constant exploration and discovery. I feel a sense of curiosity as I seek inspiration, research new techniques, and experiment with different design elements. This curiosity drives me to continuously learn and evolve as a designer. As a designer, seeing my ideas come to life and witnessing the positive impact they have on others brings a great sense of satisfaction. When my designs effectively communicate messages, evoke emotions, or solve problems, it validates my efforts and fuels my motivation to continue creating. Designing is not always a smooth journey. There are moments when I encounter challenges or hit roadblocks that can be frustrating. However, I see these obstacles as opportunities for growth and problem-solving. Overcoming these hurdles ultimately leads to a more refined and successful design.
Completing a design project that meets or exceeds the client's expectations fills me with a sense of pride. Seeing my work recognized and appreciated by others affirms my skills and encourages me to strive for further growth and excellence.
The clients I worked with were from the beauty & personal care, fashion, food, and kid's essentials industries, etc. Like: Happiest Baby, Lafco, Malin+Goetz, Ten Little, Nestig, Natura, Monument, Harmless Harvest, Goodfish, Sheets and Giggles, etc
If you are interested in collaborating, have questions about my work, or want to say hello, please contact me by sending an email! my email address is wangliy959@gmail.com, Looking forward to getting connected.
Grand Interview
19 November 2025 · Designthinkers Materiali per Conferenza
The core metaphor of the maze emerged from the fundamental truth that the design process is an unknown journey. Starting with the conference theme of exploring the creative process, I recognized that we don’t know what will happen at the next intersection. My initial concept was to capture this sense of uncertainty and exploration. It evolved from a simple graphic to a sophisticated system where the typography of "Truth" is actually formed by the maze pathways. This approach bound the process (the maze) intrinsically to the goal (the truth), making the entire visual system a powerful, integrated storytelling device rather than just a decorative element.
To ensure consistency across formats, from the 18x24-inch poster to the various signage and program materials, I established a strict yet flexible visual system. The deep blue color palette, the structural maze typography, and the signature magenta accent dots were the non-negotiable brand elements. For the large poster, the maze is the dominant, high-impact background; for smaller applications like the name badges, I employed a modular design approach. I would crop and isolate recognizable sections of the maze pattern or use its lines to frame key information, ensuring the texture and cohesive feel of the system were present without sacrificing the clarity needed for practical function.
My approach to balancing the maze's complex symbolism with the need for clear communication centered on establishing a strategic hierarchy of information and leveraging color contrast. While the maze is the conceptual and aesthetic backdrop, I ensured all critical information—the conference name, theme, dates, and location—was positioned in areas of high contrast or negative space, using bold, clean typography for immediate legibility. The maze, therefore, works as a rich, evocative subtext: it guides the eye and reinforces the theme of the "unpredictable adventure," but it never compromises the primary function of the materials, which is to inform the conference attendees effectively.
I bridged the theme "Speak The Truth" with the maze concept by connecting the designer's internal struggle with the ethical goal of the creative process. Design, like a maze, is full of choices and detours, but the journey’s ultimate purpose is to arrive at the most authentic and effective solution—to speak the truth through the work. By constructing the maze directly out of the words of the theme, I visually implied that the truth is found within the complexity of the creative exploration. The complexity of the structure represents the challenges, while the clarity of the overall message remains the guiding principle.
My expertise in the Adobe Creative Suite was absolutely foundational for realizing this complex vision. The precision required for the maze's interconnected lines and pathways demanded meticulous vector illustration in Adobe Illustrator, allowing me to treat typography as architectural elements rather than just readable text. Furthermore, using Adobe InDesign for the multi-face program ensured that the complex patterns and styles were maintained consistently across all deliverables, guaranteeing clean execution and production readiness from the largest poster to the smallest badge.
The inspiration for the little magenta dots came from the need to personify the abstract journey. As I stated, "Designers like the little magenta dots, going on the road of our own choice." The magenta color, chosen for its high contrast against the deep blue, ensured these "designers" stood out, highlighting the individual's agency and power of choice on the unpredictable path. They contribute to the broader narrative by providing a sense of action and movement, turning the static maze into an active journey, and indicating the designer's individuality as they make their own choices, which represent the diverse perspectives the conference aims to gather.
I prioritized both aesthetic cohesion and practical functionality by adopting a 'system-first' design strategy. Aesthetic cohesion was maintained through the consistent application of the blue-and-white maze pattern and the magenta accent across every component, creating an undeniable brand identity. Practical functionality, however, always took precedence over key communication items: for the program guide and name badges, the maze became a textural background or a border element, while the critical content (names, schedules) was given maximum priority with ample white space and clear, large typography, optimizing the attendee experience.
The three-month timeframe was a distinct advantage, providing me with the necessary space for a thorough conceptual and iterative design process. This allowed me to meticulously refine the maze system and ensure its legibility and scalability across various media before committing to production. Though the location of San Francisco wasn't a direct visual influence, it is a global hub for design thinking and systemic innovation, and the changing terrain has its own uniqueness. This environment subtly encouraged me to create a solution that was not merely a beautiful piece of art but a robust, modular visual system, fulfilling the project's goal of demonstrating the ability to integrate deep conceptual ideas with sophisticated visual skills.
My background in Theatre, Film, and TV Fine Arts Design was fundamental, allowing me to approach the conference materials not as static objects, but as elements of a cohesive, immersive spatial experience. Experience in set design taught me to unify diverse physical touchpoints—treating the signage and programs as 'props' within the conference's environment.' Most importantly, it taught me the power of a visual narrative arc. The maze is the story of the designer’s journey, and the entire system serves to support and deepen this narrative, creating a layer of emotional and intellectual engagement for the attendee.
The international recognition from the A' Design Award for the DesignThinkers materials reinforces my commitment to concept-driven design as the core of my practice. The biggest takeaway is the power of a single, strong metaphor—the maze—to successfully drive an entire, complex visual system. Moving forward, I will always prioritize a deep conceptual objective over mere surface aesthetics. This project has also instilled a strong focus on systems thinking, ensuring that my solutions are always modular, scalable, and robust, ready to adapt to any communication need while retaining a compelling visual narrative.
