Yu Feng 인터뷰

I went to collage in Renmin University of China, Beijing. After four years studying in graphic design, I decided to go aboard to pursue my master degree. Luckily I got accepted into commutation design program of Pratt Institute, New York. After graduated, I started work in Baron & Baron as a junior art director. From there, I was focusing on fashion branding design and editorial design. Till last October, I joined Estee Lauder as senior designer. My work spans the fields of fashion, beauty, publication and property development, such as DIOR, GUCCI Beauty, BALLY, MYLA London, PUBLIC Hotel, Tory Burch, Michael Kors and Tommy Hilfiger Perfume. I’m specializing in branding, editorial design in both print and digital fields.

Because I always want to see my work been used in reality.

Luckily I chose to become a designer.

I design fashion branding, editorial art direction.

I suggest young designer to try different jobs, until find what's the best for them. And always be true to your heart.

A great designer works in passion.

A good design work solved the problem.

I would design my own brand. I'm planning to have a simple clothing brand that express my design and taste.

My dream project is have my own clothing branding. I can design the graphic and print it on the clothing items.

Keep learning.

Fabien Baron, the very most talented art director I always respect.

I'm very honored that I was involved designing the Dior magazine, re-branding Bally and Public Hotel branding.

I would be a painter, and teaching in an university.

Design is about finding the problem and how to solve it.

My father

Always learning

Let the audience understand the concept in less than 5 seconds

My next project is a clothing brand with my design printed. My goal is to become a good art director in two-three years, who's very good at art direction and well-knowledged, at the same time knows how to manage a small team.

A good art director.

Design helps solve problems, and makes people's lives much easier and nicer.

It really depends on the projects. For example a logo system is about 2-3 weeks; a branding is about 2 - 3 months.

Do things with passion, or not at all.

Deconstruction and Reconstruction

Mostly Adobe Photoshop, Illustrator, Indesign; sometime After Effects.

Elegant and tasteful.

How does the concept support the visuals.

Fabien Baron. I used to work as junior art director in his company. Had the opportunity working with him definitely I learned a lot from him.

Always knows about latest news about design industry; updates my design technique skills; visits exhibitions.

I like all the colors, I don't have a favorite. I love live in New York city, where has diversity food.

I love what I'm doing.

Since I was a kind, I was very interested in painting. I always wanted to be a painter. After I grow up, I feel like I prefer being a designer because I want to see my work been used in reality.

I've always wanted to become an artist. Since I was little, I studied Chinese painting, pencil sketch, calligraphy, etc. Then I went to collage in Renmin University of China, Beijing. From there, I found out I was more interested in design, especially graphic design. Because I really want to see my design/art actually been used in real life. After collage, I applied to Commutation design master degree in Pratt Institute, New York. At Pratt, I feel like I truly feel in love in commutation design. I learned how to become an professional graphic designer and how to solve problem in reality. After graduated, I've been working in fashion branding and advertising industry. And I feel I'm very lucky to live in New York as a designer.

Design is about finding the problem and how to solve it.

I like working in Fashion industry, like fashion branding design, art direction, design concept, etc.

My very first project I designed it was Bally's rebranding. At that time, I was interning at Baron & Baron, New York. I worked with an art director together for rebranding Bally, from logo redesign, color, typography, stationary, to packaging design. I was very lucky, my designed pattern is actually used in Bally's fashion accessories, packaging, tissue paper. It was a very nice opportunity to practice what I learned from school.

After visited galleries.

When I design something for a brand, I always try to focus more on branding code. How to transfer each brand's code into creative way is very important.

First excited, then struggle. After the project is done, I would get satisfied and be more confident.

Proud of myself:) At the same time, learn the experience and push self more.

I believe a successful design project is clear, efficient and sell the point.

What's the problem it's trying to solve.

Find problems, try to solve them in an esthetic way.

My last exhibition was in Reverse Gallery, Brooklyn.

I work in fashion creative industry. I've always trying to read the fashion news, watch runway, collecting advertising works, and photography works.

I live in New York. Actually it has a lot freedom working design in New York. There are a lot opportunities and good resources to resolve.

Research - study the problem - find an unique way to tell the story visually.

Get ready - read news in the train - start working till 6 pm - get home rest couple hours - sometimes work a bit more or watch a movies.

Go to work in a design company asap. Work in reality would help you define yourself as a designer.

Keep learning and challenging myself.

Concept building.

Mostly Adobe Photoshop, Illustrator, Indesign; sometime After Effects.

Always work in timelines and set up the goal in the beginning.

Am I going to like the work if I'm the consumer.

My work spans the fields of fashion, beauty, publication and property development, such as DIOR, GUCCI Beauty, BALLY, MYLA London, PUBLIC Hotel, Tory Burch perfume and Michael Kors perfume. I’m specializing in branding, editorial design in both print and digital fields.

Now I'm very enjoying learning and working in fashion art direction. It includes graphic design, design concept, photography, etc. I really get practiced to grow as an art director.

My plan is become a good art director in two-three years, who's very good at art direction and well knowledged, at the same time knows how to manage a small team.

Yes. Right now I work in Estee Lauder. We work as a team.

Feel free to contact me through email: flora.yfeng@gmail.com