Interviews met Te-Sian Shih

Te-Sian Shih is a New York City-based graphic, packaging, and branding designer, and artist who worked for four years.

She has cooperated with many high-end clients such as NYC's fashion brand company, luxury bed company, Package product company, the Ministry of Culture of Taiwan, the Taipei Economic and Cultural Office in New York, and The Taiwanese American Arts Council (TAAC). She has also worked with one of the world's best musicians, Mr.Cho-Liang Lin's Taipei Music Academy and Festival.

Her design projects have been published in supermarkets and department stores in New York City. Besides, her design works have been published on The Taiwanese American Arts Council's NFT.

I studied marketing and logistic management in my undergraduate in Taiwan. After graduating, I found out I wanted to learn graphic design, so I spent my free time learning graphic design skills. One year later, I got an acceptance letter from the School of Visual arts at Pratt Institute.

Then I decided to go to Pratt Institute.

I was not suited for Taiwan's educational system, so I didn't have a chance to choose what I was really interested in.

I had a good sense of aesthetics and knew marketing need a physical project to communicate the whole picture.

That's the reason why I want to become a designer/artist.

I don't have a particular design style. It depends on the customers.

I would know the mission or concept of the companies or clients first, and then make the logo or whole branding design. I used digital tools mostly but sometimes I used my hands.

Solving consumers' or companies' problems is the most emotional time of the design process.

The designer is to solve problems, so it is good to communicate with clients again and again.

I am not just a designer, but also a marketer, management, and problem solver.

A designer should know how to build up businesses and know how to promote businesses through design.

I would love to be an art director and make my own studio bigger.

I love to work with businesses, but to be an owner can arrange my time flexibly.

Please understand the IP and copyright first, and then draw.

The foundation is very important and you need to understand the rules of the career.

Always work hard and learn the foundation.

Do not just want to be famous.

A good designer should focus on doing good design.

Working on many design projects.

If I have time, I will learn new skills.

I will look for the latest design trends but still keep my own style.

However, the latest design trends can help to promote a designer's career.

To solve problems, and keep everything simple.

A good design shouldn't make a hard-read layout or colors.

Yes, when a concept can be communicated by through design, and then the design has been done.

I did some package design which was produced from the mission, and mood board to the logo, structure package, and branding image. It's step-by-step. Everything keeps the same concept.

Milton Glaser. He founded a branding impression of New York City.

He knows branding concepts or personalities and then makes them in visual design with simple but impressive images.

I especially love his work "I LOVE NY" It's very simple but iconic.

I came from Taiwan which combines different cultures such as Chinese, Japanese, Netherlands, Span, and USA, so I understand to respect different cultures. After I came to NYC, I understand to combine different cultures' advantage together into my work.

I love to communicate with people, but I don't like people who don't care about the details.

I also feel tired when people don't understand our effort and how hard we work, and then ask for a very cheap price.

Besides, if someone doesn't respect Intellectual Property Rights I would be upset.

I would choose people who respect designers and understand they need to follow the rules.

I made some design projects to encourage people who suffered from Covid-19 and depression.

I hope my design project can cure people's hearts and solve societal issues.

I have met many great designers and am still in contact with them. Besides, A Design Awards has many opportunities for designers.

After three years post-pandemic, people are in need of finding inner tranquility and peace. Through our client's music, we aim to evoke a sense of serenity and comfort while listening. Therefore, the primary color theme is blue, with flowing lines as the background to create a fluid and soothing atmosphere. The main visual, crafted from these lines, takes the form of a dove and a lily flower, symbolizing peace. We hope that in this era, people can rediscover inner peace.

We hope that people can pay attention to how music and design have the power to heal. The abstract images of the dove and lily flower provide a significant visual impact, aiming to help people understand that the true essence of life lies in inner peace.

I continue to serve as a design competition judge (I serve as a judge for various design and art competitions) and continue to use my work to enhance visibility and brand promotion for companies and clients. The designs I create for clients have received high satisfaction, leaving a positive impression of their companies on people. The clients have ambitious visions but lack a clear path to realization. With my background in marketing and an understanding of the impact of social media, I assist clients in promoting their brands through graphic design and innovative marketing concepts. I can also be considered a brand consultant and designer.

Considering the project scope, typically starting from Brand identity and extending to the entire visual and even web design, it would take at least two weeks

The client appreciates the designs I created for them in 2021 and would like me to continue creating designs using a linear style. However, they've given me creative freedom when it comes to the theme. Therefore, I feel that with the ongoing pandemic and various global news events, I should create a piece that helps people find inner peace and tranquility. Personally, I've noticed that both myself and my friends from around the world are experiencing significant stress, so it's important to provide a psychological refuge.

No. I don't want to sell or lease the production rights. I intend to produce my work by myself.

My clients like this type of design, but the main visual's shape and subject are decided by me.

No. Only me.

Audiences who listen to the client's music festival

I created all the elements and it's all made by my imagination.

Because I've noticed that people are in need of emotional rebuilding, coupled with the fact that there have been some unsettling global news events, I feel it's important to create something related to inner peace.

Adobe suits

All the elements were created by my imagination. No one can copy it.

No. It's all made by myself.

Creating illustrative artwork that is both distinct from hand-drawn illustrations and exudes warmth through computer-generated artistry.

Based on discussions with people from New York and various parts of the world, along with insights from newspaper data, it seems that both safety and the economy have been affected post-pandemic. Perhaps what is needed is to find inner peace.

Actually not much. My clients work great with me. A designer should have great communication skills.

I always win international design competitions and I am also the jury member of the international design competitions. However, the most important thing is I hope can help my clients to expand brand influence and visibility.

I have searched and tried on my Adobe suits. A good designer should always learn the latest information and knowledge.

If anyone needs visual and branding design such as logo, advertising, booklet, catalog, banner, brochure, social media, UIUX, and web design...etc. please contact me. tesian0816@gmai.com

It's the enthusiasm of the masters and the flow of music that makes the music sound like in the ocean and feel comfortable.

Enthusiastic and comfortable music from the masters and all participants.

I want to make the brand image an elegant, high-quality concert

Customers ask me to put this visual in their 2023's music activity poster but edit some parts.

This award-winning design has been published in Art Shopping Louvre Carrousel du Louvre, Paris 2022.

Many days.

Because of the contrast between passion and gentle music like the ocean

Enthusiasm infuses activities but makes listeners happy and broad.

It was commissioned by Taipei Music Academy and Festival in SanFrancisco.

My Design work didn't use by another company, and it has won DNA Paris Design Awards and Muse Design Awards.

Besides, it has been published in Art Shopping Louvre Carrousel du Louvre, Paris 2022.

Consumers ask me to do the abstract design project.

Taipei Music Academy and Festival in SanFrancisco

I drew all the lines with my imagination.

All orange lines combine together to be a Phoenix image in an abstract way.

other blue lines to be the background to present the music wave and make audiences feel like in the ocean.

Illustrator software

To use lines to create abstract phoenix images and waves.

I did it by myself.

To create all the images and the whole picture by lines I drew.

No.

I didn't research any reference webs or places.

To create elements from zero to be a whole image.

I hope can help consumers to promote their activity.

I have learned new skills when I have free time.

I graduated from Pratt Institute master degree's Master degree in Packaging, Identities, and Systems Design. After I graduated I became a branding, visual, and package designer. I won many International Design Awards such as A Design Awards, IDA International Design Awards, and Muse Design Awards. Besides, I have been a jury member of Switzerland's Calanca Poster Biennale 2023 and was also a Final Critique Guest Artist at Pratt Institute's Master of Science in Packaging, Identities, and Systems Design department. Moreover, I was a Jury Member of the 2023 Wei-Chuan Mother's Day Drawing Competition hosted by the World Journal 2022 and 2023. My graphic design works have been published in NYC, Paris, Italy, and Brussel City Hall...etc.

I studied marketing during my college years and participated in a city marketing exhibition competition that involved schools from across Taiwan. Marketing and design are closely related fields, with marketing handling copywriting and concepts, while graphic design for brand identity serves to convey the entire concept in a way that's understandable to everyone. Some interesting designs can even pique the audience's interest, leaving a deeper impression of the brand and potentially turning them into loyal customers. Therefore, becoming a brand designer who understands the marketing market is my aspiration.

I chose to become a designer, like I said before marketing and graphic design rely on each other.

brand identity, visual design, package design, advertisement design, poster design, booklet, catalog, book design, brochure, banner, UIUX, web design, social media post design, t-shirt, bags, and anything that needs visual design.

Always learning and having good communication skills.

A great designer not only creates visually appealing designs but also understands client needs and maximizes their objectives. Furthermore, a great designer infuses their work with a positive spirit, as ideas are crucial for conveying the intended message. They may even use their design work to contribute to alleviating societal issues.

Indeed, excellent design has the power to convey ideas and spirit, evoking resonance, and it's through this resonance that potential customers can become loyal ones.

The value of design is truly priceless, as it encapsulates the life experiences and societal insights of its creator. It combines a keen understanding of the market with an innate sense of logical aesthetics. Not everyone can accurately grasp market trends, convey client visions, or even create entirely new trends.

For the society and people who need help. In Capitalism, many people need help and may feel tired and depressed sometimes in their daily lives. If I had time, I would communicate encouraging messages by through my graphic design.

To do the urban redesign. I joined a class when I studied at Pratt Institute that related to urban and environmental redesign. For example, NYC's subway stations are old, so probably can do some redesign like my home Taiwan's subway system.

Always learning? There is no secret actually.

Milton Glaser and Marc Rosen who is the best perfume package designer in the world and my professor.

I live in NYC so they are all legends for me.

Actually, many designs, I always like to see many different skills and concepts.

My poster and branding design projects. I really can convey what companies think of myself through my visual design, and make people be my companies or my fans.

The same, always learning and be a hunger for every new trend.

Be an office worker and a seller in Taiwan?

Design is to solve problems and convey the ideas.

All my professors at Pratt Institute. They are really professional.

Do the design project every day even though I don't have to work

Family and friends' lack of understanding is a common challenge, especially in Asia where age is often a concern. Of course, things have improved in recent times. There's also the worry that being a designer may not yield a substantial income, which is a valid concern. In contrast, in the United States, people tend to be less judgmental and believe that there are many paths to success. As long as you can find your way and achieve success, the specific path you choose is less relevant. Taiwan has been making progress in this regard, but some still believe that sticking to traditional routes is safer.

Keep in mind to know what is for. Why should I do it? who and what was I made for? After understanding all these questions, designers will know how to present.

Branding design. Maybe I will make some motion designs for my projects.

Becoming a freelancer currently, and of course, being an entrepreneur is even better. However, the ability to frequently attend exhibitions and work in different countries is truly wonderful. I enjoy making friends and delving deep into understanding local cultures as a source of inspiration for my creations.

Like one of my projects which combines Chinese and English to represent Love. That design project encouraged many New Yorkers during the pandemic. NYC died many people and got influenced by the pandemic a lot, so many people felt depressed and unhappy at that time.

I like to communicate with different companies and people

Every design project gave me the satisfaction.

I treat each design project as if it were my baby.

I do hope AI won't really affect the design industry.

If it will not influence the intellectual property rights and is just for making the design maybe it's ok.

However, I know in NYC some design organizations are afraid that AI will not care about intellectual property rights.

More and more about technology. However, the brain is the most important thing always.

It depends on the whole content.

I started with branding identity and know the concept and fit colors.

Living life. Every day, people are creating history.

Design sets the trends. We are the brands to represent ourselves.

Computer or drawing.

Adobe suits

Being able to convey ideas accurately.

What are your ideas?

Such amazing elements and how to do it?

Sometimes, but the best design partner is myself.

People I have interacted with in my life. Everyone has their own life story.

Some Japanese books and books with cool design elements.

Search on the website or always practice.

All the big brand companies' designers, and directors. I want to discuss with them about the success of the branding.

Yes, and always has to learn new things.

I like summer and spring. High-end brands with elegant design. I like Paris and Italy's graphic design as well. Manhattan also has an excellent building and graphic design.

When I was a beginner, I used Adobe Illustrator to make a magazine. It's too big to upload on Google Drive. One of my classmates couldn't upload on Google Drive and my professor said my file was too big. Now I use Indesign to make books. Everyone laughed at that time.

I created a new baby(my design project)

Yes, I have a very great sense of colors and beauty.

I will be a multiple designer who can do marketing and writer also. Some organizations asked me to be a writer.

I don't chase trends; trends should chase me.

I graduated from a Master’s Degree in Packaging Design at Pratt Institute and I am now a graphic, package, and branding designer in New York City.

I studied marketing and logistic management in my undergraduate in Taiwan. After graduating, I found out I wanted to learn graphic design, so I spent my free time learning graphic design skills. One year later, I got an acceptance letter from the School of Visual arts at Pratt Institute.

Then I decided to go to Pratt Institute.

I was not suited for Taiwan's educational system, so I didn't have a chance to choose what I was really interested in.

I had a good sense of aesthetics and knew marketing need a physical project to communicate the whole picture.

That's the reason why I want to become a designer/artist.

I love to make consumers and people happy and reach their goals, so I always wish to be a designer who can help them.

I have worked for luxury bag & fashion companies, luxury bedding, and package companies..etc.

Besides, I also have my own studio and many high-end consumers such as the Taipei Economic and Cultural Office in New York, the Taiwanese American Arts Council, and Mr. Cho-Liang, Lin who is one of the greatest violinists in the world...etc.

Design is a logical system with aesthetics. I need to know what I design for first, and then define the branding concept and target marketing before I can start to do the whole design project.

Design is not just about art; we need to solve problems for bosses, consumers, and society. When we have good marketing strategies and branding ideas, we need to know how to communicate those concepts in a visual and easier way.

I love to do branding design because it started with the mission and logo.

Branding design.

Branding design is a whole system where each item relates to the other. After defining my branding concept and target consumers, I will research consumers' lifestyles, ages, and new trending in the market.

I can then decide on a logo to represent the branding idea and other visual design projects that can keep the branding concept's features.

It's not just a single poster design or structural design. Everything needs to keep the branding system, but those design projects need to look different.

ÉNE which is a branding and package perfume design project made by me.

This project won the Winner of the GD USA Package Design Awards 2020, Silver awards of IDA International Design Awards 2019, and DNA Paris Design Awards 2021, and was shown at Florence Biennale 2019.

The perfume makes customers feel the energy and freshness when they smell it, so I used Éne as my branding name. Éne means power in French, so the bottle and lid's shape looks like a firework. The figure shows the energy erupts in a split second.

The erupt's shape is the spirit of this branding fragrance package design.

All graphics such as business cards tasted paper, traveling packages..etc. Keep the bottle's erupt shape.

The primary color for the whole branding is fire red because fire inspires people to think about energy.

It depends on the companies.

Some companies need to do structure packages and branding visuals, but some companies only need web, catalog, and poster design.

Adobe software and acrylic

Every project I made with the most creative because I don't like to only make the project. I love to think and solve problems.

Concept of the companies' missions, clients' spirit, and subjects.

The concept is the most important thing and spirit of the design projects.

Or else, the projects shouldn't be called design, they should be called

mechanical. That's my opinion.

I usually will drink tea or do something I like before I do the design projects.

When I have a good mood, I just can start to do the work.

If I work for a company, I always choose the company the atmosphere is happy.

My other baby has been born.

It was so touching.

A good designer should know what companies or consumers want, and then help them to make their ideas to come true.

I have been in some design competitions' juries.

I will consider the project to fit the subject and has creativity & typeface.

A designer should also take care of the environment and society's problems.

I have made some posters to encourage people who suffered during the pandemic and depression.

Design is to solve problems that include the environment.

It definitely needs to do design from 2D to 3D or even 4D.

Besides, designers should know how to promote themselves by social medias and NFT...etc

I have an art exhibition at Art Shopping Carrousel du Louvre Paris, France.

I won an award and have a chance to show my design project in Paris, France.

I always look for new chances to design and art exhibitions.

Everything can be my inspiration.

When I go shopping by myself or with friends, I will look at the decoration and typography of the stores.

Or watching people on the street, and getting ideas for the next projects.

I would say my design style is more high-end, but actually, it depends on the companies & consumers.

If consumers want to do pop art style or any traditional style, I also can do it.

New York City. However, I burned in Taiwan. Taiwan has the Netherlands, Spain, Japan, China, Taiwan aboriginal, and USA cultures. In NYC, there are many people from all over the world. That diversity influences my design style and concepts. I feel the USA is more care about intellectual property and logic, but Taiwan's design also has many cultural spirits.

The first thing is to communicate and know all the contents, sizes, and deadline

Companies should give designers all the information before asking designers to do the project.

Besides, intellectual property is important. If I work as a contractor, it should follow the contractor. However, in New York City especially native speakers seldom have these kinds of problems. At least I seldom met.

I start from know the business missions and concept of the project, and then start to think the visual or structure that can fit the company or concept.

My design medal, magazine, perfume package, body wash, and shampoo package.

Having a great breakfast and having a good mood to do the design.

Sometimes I have many projects need to finish in one day, so it's very busy.

Please understand the intellectual property and design industry rules first.

It's very important.

The Positive is to solve problems and help many people.

The Negative is some people don't understand the design's value and ask for a lot of discounts.

Or don't respect the experts. (In the USA, l seldom met these kinds of issues, especially with native speakers.)

To be an top multiple designers in the design field.

Understand all the rules, communication, and learning.

Adobe software, watercolor, pencil.

I will let consumers know if they don't give me clear content and fix it too many times, I will charge an extra fee.

If I know the content, I will do it quickly.

Designer needs to know how to create.

What's the deadline, size, and content.

Every job experince is important.

High-end companies such as government organizations, artists, and musicians...etc.

Poster, branding, and package design.

I graduated from package and communication design department at Pratt Institute, so I love UIUX, communication design and package design.

To be an design director and lead the design field.

In the companies, I work as a team, but in the studio I design by myself.

If my business grew up, I may hire more people.

To know the concept, deadline, contents, and fee first, and then start to do the design.

By my email or social media IG: @lera_shih

If anyone need any graphic and branding design projects, please don't hesitate to contact me.

tesian0816@gmail.com

Because the client wanted me to convey the passion of the concert and a sense of comfort for the audience, without making the theme too explicit, I came up with this design featuring flowing lines that outline a flaming phoenix — symbolizing both passion and the calm, soothing quality of music, like drifting in the ocean. The client really liked the flame-like lines, and the following year they wanted to continue using this phoenix motif as the main visual.Of course, I made a different but same style key visual design in the following year.When I designed it, I intended it to represent the image of a phoenix reborn from the ashes because it was ongoing pandemic at the time and to indicate the musicians’ passion, but also the idea of a dove of peace. By changing the flame-like lines to white and change the shape, the abstract form could also be seen as a dove. I find it fascinating how a single set of abstract lines can convey so many meanings through different colors, shape, and perspectives, allowing the audience to interpret it freely — creating a subtle and engaging interaction.

Yes, because the printed version needed to make the lines visible to the audience without making them too thick and losing their elegance, I calculated the overall size of the poster and compared different proportions to find a balance — making sure the main visual lines stood out at first glance but still looked refined. I think this requires both a sense of mathematics and aesthetic sensitivity to get it just right. I also discussed this part with the client and asked for their feedback before making the final decision.

On one hand, the client requested an abstract main visual that year, and on the other hand, I personally enjoy challenging myself with different design styles. Design, to me, is about solving problems, so I believe that as a designer, I need to have the ability to adapt to and fulfill each client’s desired style. Of course, I also have a personality that enjoys exploring different styles — sometimes, by experimenting more, you discover new and creative ways to approach design.

I was inspired by musical notes and sound waves. When I was a child I have learned piano and musical notation, I’ve always felt that music has a unique charm that makes people feel as if they’re immersed in an ocean of sound. That’s why I decided to use lines to represent both the main visual of music and the idea of sound waves.Since sound waves naturally bring to mind flowing lines, I used abstract lines to depict the fiery phoenix. I made sure the lines weren’t too rigid — they needed to have a sense of smooth movement to express the fluidity of music. This design conveys the musicians’ artistic passion and ideals — passionate yet gentle, like waves of sound. When the audience sees the main visual, I don’t want them to perceive it as just a literal image of a phoenix, but rather to feel the passion and harmony of music infused with the musicians’ spirit and message of peace.

At that time, I thought that since the main visual was a striking, fiery phoenix, the background should be something gentler — an ocean of sound waves that represents the soothing quality of music. Even in the following year when the main visual's line shape was changed to a softer white dove to symbolize the dove of peace, pairing it with the vast, calming “musical sea” still felt very fitting.I believe that Eastern art and culture often carry a sense of Zen — a quiet strength. The calm blue ocean evokes relaxation, yet it also holds an endless, flowing energy within it. This resonates with the essence of Zen. I hoped that the audience could feel that same tranquil power of music through the design.

I’ve always been a graphic and brand designer who integrates both Eastern and Western influences. While studying for my master’s degree in Packaging and Branding Design at Pratt Institute in New York, I began combining Western design layouts and thinking methods with Eastern Zen philosophy. I genuinely enjoy exploring different cultures and building friendships around the world, then weaving those experiences into my life and creative work. By drawing from the unique characteristics of each culture and design style, I’ve developed my own distinctive aesthetic.This particular poster was later reinterpreted with the imagery and shape of a dove of peace and submitted to the A Design Awards the following year, where it received a Bronze Award. It was my first time creating a design that used the same shape from a completely different conceptual angle — blending Zen philosophy with abstraction — as a new and experimental design style.

I discussed the theme with the client, and I suggested that it should convey encouragement and bring a sense of calm to people’s anxiety. The client wanted to express that their passion for music remained strong even during the pandemic and that they hoped to inspire others through it.Based on that idea, I designed a main visual featuring a phoenix reborn from flames — symbolizing renewal and resilience even after hardship. The inspiration came from the phoenix scene in the opening ceremony of the 2012 London Olympics, which represented rebirth through fire. The blue background, paired with smooth flowing lines, represents the movement of sound waves.The following year, the client wanted to continue using the same main visual. I suggested presenting it in a different form and shape, since when I first designed the phoenix, I had already envisioned that I could change its shape and color. It could be transformed into a dove of peace — symbolizing tranquility and comfort for people.This way, the phoenix main visual from the previous year and the dove of peace main visual from the following year appear as part of a continuous series, yet each has its own distinct form and character.

I believe that a good composition requires an understanding of balance and organization. The colors should feel harmonious, without creating a sense of discord. Each element needs to be placed in the right position, and similar elements should be grouped together — identical ones should be neatly aligned. Ultimately, it all comes down to experience, intuition, and logic — much like the thought process of organizing items in an orderly way.

I believe that “less is more” is a very important concept. Choosing the right typeface is also crucial — it needs to match or be created to reflect the brand’s personality, along with the color palette. The main visual should also align with the brand’s character. In high-end branding, you rarely see very bold, wild typefaces or extremely bright, flashy designs. Even when I’m not working on high-end branding projects, I avoid overcrowding the layout, because it can confuse people about where to focus. It’s important to make the design visually attracting while clearly communicating the key information.

As I mentioned earlier, I am a brand designer from Taiwan who transitioned to studying a master’s in Packaging Design at Pratt Institute in New York, blending Eastern and Western cultural sensibilities in my work. I enjoy exploring the unique cultural characteristics of different countries and regions and integrating them into my personal design style. Sometimes, life experiences themselves shape my design approach. As my experiences evolve, I gain new philosophical insights, which I combine with Western layout and design concepts to create fresh and innovative design styles.