Yu Feng

Specialized in Design.

Yu Feng

About Yu Feng

Yu is a designer by passion and profession. After she graduated from the Master degree of Communication Design, Pratt Institute in December 2013, She worked as a Junior Art Director in Baron & Baron, New York. From October 2016, she started her new career in Estée Lauder as Senior Designer. Her work spans the fields of fashion, beauty, publication and property development, such as DIOR, GUCCI Beauty, BALLY, MYLA London, PUBLIC Hotel, Tory Burch Perfume. I’m specializing in branding, art direction, editorial concept.

  • Winner of the A' Design Award.
  • Specialized in Design.
  • Original Design.
  • Creative, Diligent and Innovative.
  • All Designs

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Interview with Yu Feng

Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
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.
What kinds of works do you like designing most?
I like working in Fashion industry, like fashion branding design, art direction, design concept, etc.
What was the first thing you designed for a company?
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.
Which aspects of a design do you focus more during designing?
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.
What kind of emotions do you feel when you design?
First excited, then struggle. After the project is done, I would get satisfied and be more confident.
What kind of emotions do you feel when your designs are realized?
Proud of myself:) At the same time, learn the experience and push self more.
What makes a design successful?
I believe a successful design project is clear, efficient and sell the point.
Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
I work in fashion creative industry. I've always trying to read the fashion news, watch runway, collecting advertising works, and photography works.
Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
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.
Can you talk a little about your design process?
Research - study the problem - find an unique way to tell the story visually.
Can you describe a day in your life?
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.
Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
Go to work in a design company asap. Work in reality would help you define yourself as a designer.
Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
Mostly Adobe Photoshop, Illustrator, Indesign; sometime After Effects.
Who are some of your clients?
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.
What type of design work do you enjoy the most and why?
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.
What are your future plans? What is next for you?
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.

Extended Interview with Yu Feng

Could you please tell us about your experience as a designer, artist, architect or creator?
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.
What particular aspects of your background shaped you as a designer?
I suggest young designer to try different jobs, until find what's the best for them. And always be true to your heart.
What is your day to day look like?
I would design my own brand. I'm planning to have a simple clothing brand that express my design and taste.
How do you keep up with latest design trends? To what extent do design trends matter?
My dream project is have my own clothing branding. I can design the graphic and print it on the clothing items.
How do you decide if your design is ready?
Fabien Baron, the very most talented art director I always respect.
Who is your favourite designer?
I'm very honored that I was involved designing the Dior magazine, re-branding Bally and Public Hotel branding.

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