Xingyue Deng

Interview with Xingyue Deng

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?

My journey into design began with a deep passion for visual arts and a fascination with how design shapes our everyday lives. I’ve always been interested in aesthetics and problem-solving, and design became a natural outlet for me to express my creativity. Growing up, I was drawn to drawing, graphic design, and visual communication, and I realized early on that I wanted to make an impact through design. I went on to study design formally, where I learned the technical skills and theoretical knowledge that allowed me to develop my own style and approach to design. Over the years, I’ve worked hard to hone my craft, and becoming a designer has allowed me to merge my artistic abilities with practical, real-world applications.

Can you tell us more about your company / design studio?

I am the founder of Chengdu Mifang Culture (Find Design Studio), based in Chengdu, China. We specialize in brand design, packaging, visual communication, and layout, offering a variety of creative services to meet the needs of our clients. Our studio represents both personal and collaborative works, and we strive to create designs that resonate with people and reflect the values and essence of the brands we work with. We believe in a thoughtful, strategic approach to design that balances creativity with functionality, and our mission is to bring fresh perspectives and innovative solutions to every project we undertake.

What is "design" for you?

For me, design is not just about creating something visually appealing—it’s about solving problems and communicating messages effectively. Design is a way of making sense of the world and connecting people to ideas, brands, and experiences in meaningful ways. It’s a powerful tool for change, capable of influencing behaviors, emotions, and perceptions. I see design as both an art form and a strategic process, where creativity and logic come together to create impactful, functional, and beautiful solutions.

What kinds of works do you like designing most?

I enjoy designing projects that allow me to explore new ideas and push the boundaries of creativity. I particularly enjoy brand identity design, packaging, and creating visuals that help communicate a brand’s story. Each project presents a unique challenge, and I thrive in environments where I can experiment with new techniques, materials, and concepts to create something innovative and memorable.

What is your most favorite design, could you please tell more about it?

One of my favorite designs is a brand identity project I worked on for a client in the health and wellness industry. The design involved creating a visual system that felt modern and approachable, yet professional and trustworthy. It was incredibly rewarding because the final design not only captured the essence of the brand but also resonated strongly with the target audience, helping the brand gain recognition and trust in a competitive market.

What was the first thing you designed for a company?

The first project I worked on for a company was a logo design for a small local business. It was a simple yet meaningful project that taught me the importance of understanding a client’s vision and business goals. I had to create a logo that represented the company’s values and identity in a visually appealing and effective way. This experience laid the foundation for my design career, showing me the power of branding and the impact it can have on a company’s success.

What is your favorite material / platform / technology?

I am particularly drawn to digital design tools like Adobe Creative Suite for their versatility and precision. I also enjoy experimenting with new technologies, including augmented reality (AR) and 3D design tools, to bring new dimensions to my work. On the material side, I find physical materials like paper and texture especially interesting for print projects. Combining digital and physical design elements allows me to create a more immersive and tactile experience for the audience.

When do you feel the most creative?

I feel the most creative when I’m in a relaxed environment where I can let my mind wander freely without distractions. Inspiration often strikes during moments of reflection, whether I’m walking outside or having a conversation with someone. I also find that working under deadlines, when the pressure is on, often pushes me to think more quickly and creatively. Having the right balance of freedom and constraint sparks my best ideas.

Which aspects of a design do you focus more during designing?

I focus on the overall concept and message of the design before diving into the details. It’s essential to understand the project’s goals, audience, and the problem that needs to be solved. Once the concept is clear, I pay close attention to typography, color, and composition, ensuring that every element works harmoniously to communicate the message clearly and effectively.

What kind of emotions do you feel when you design?

Designing is often an emotional journey for me. At the start, there’s excitement and curiosity as I explore new ideas. There can also be moments of frustration when things don’t go as planned, but those are often followed by a sense of satisfaction and relief once I find the right solution. Overall, designing is about finding balance and feeling connected to the work, so it’s a mix of emotions—intense focus, creativity, and fulfillment.

What kind of emotions do you feel when your designs are realized?

When my designs are brought to life, I feel a great sense of pride and accomplishment. It’s incredibly fulfilling to see a concept turn into something tangible that people can interact with. It’s a reminder of the hard work, thought, and passion that went into the process. At the same time, there’s always room for improvement, so there’s a sense of continued growth and motivation to keep pushing boundaries with future projects.

What makes a design successful?

A successful design is one that effectively communicates its intended message, resonates with the audience, and solves the problem it was created to address. It's not just about looking good; it’s about functionality, clarity, and impact. A good design should engage people, be memorable, and elicit an emotional response. It should also be timeless, able to stand the test of time while maintaining relevance and adaptability in an ever-changing world.

When judging a design as good or bad, which aspects do you consider first?

When judging a design, I first consider how well it communicates the core message or brand identity. It’s important that the design aligns with the values and goals of the project. After that, I look at visual aspects such as composition, typography, color usage, and how well they work together to enhance the message. I also assess whether the design is functional and user-friendly, especially in the context of its intended use.

From your point of view, what are the responsibilities of a designer for society and environment?

As designers, we have a responsibility to consider the social, cultural, and environmental impact of our work. Our designs can shape perceptions and influence behaviors, so it's important to create solutions that are ethical, inclusive, and mindful of sustainability. Designers can contribute positively to society by addressing issues such as environmental conservation, accessibility, and social justice, using design as a tool to create meaningful change.

How do you think the "design field" is evolving? What is the future of design?

The design field is constantly evolving, especially with advancements in technology and the growing integration of digital experiences into our daily lives. The future of design will likely involve more interactive, immersive experiences, with augmented reality (AR) and virtual reality (VR) playing a bigger role. Sustainability will also be a key focus, with an emphasis on eco-friendly materials and reducing waste. Designers will need to adapt to new tools and technologies, but the core principles of good design—problem-solving, creativity, and empathy—will remain unchanged.

When was your last exhibition and where was it? And when do you want to hold your next exhibition?

My last exhibition was in 2024 at the Hong Kong Convention and Exhibition Centre, showcasing my award-winning projects and design philosophy. It was a wonderful opportunity to connect with other designers and industry professionals. As for my next exhibition, I’m looking forward to showcasing my work in international design events, particularly in Europe and the U.S., in the next couple of years. These exhibitions will provide a great platform to present my evolving design journey to a global audience.

Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?

Inspiration can come from anywhere—nature, travel, art, history, and even everyday life. I find that keeping an open mind and being receptive to the world around me helps to feed my creativity. I also stay connected with other designers and creatives, attending design conferences, and staying updated on new trends and technologies. Additionally, taking time to reflect and disconnect from the daily grind often sparks my best ideas.

How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?

My design style is minimalistic yet expressive. I believe in using simple forms and clean lines to communicate complex ideas. I enjoy working with a restricted color palette, focusing on subtle details that make the design feel balanced and harmonious. My approach is user-centered, ensuring that the design is not only visually appealing but also functional and meaningful. Over time, I’ve developed this style because I believe that simplicity in design allows for greater impact and clarity.

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 Chengdu, China, a city known for its rich cultural history and modern development. The cultural heritage of my country definitely influences my designs, especially in the way I approach typography, color, and symbolism. Traditional Chinese design elements often find their way into my work, but I also strive to blend them with modern design sensibilities to create something unique. Living in Chengdu offers both advantages and challenges: the city has a burgeoning creative community, but as a designer, balancing modernity with tradition can sometimes be difficult, especially when catering to a global audience.

How do you work with companies?

I work closely with companies to understand their vision, goals, and target audience. Once I have a clear understanding of what they want to achieve, I collaborate with them through the design process, ensuring that they are involved in key decisions along the way. My approach is always collaborative, making sure the final design represents the company’s identity while meeting their business needs.

What are your suggestions to companies for working with a designer? How can companies select a good designer?

Companies should look for designers who have a strong portfolio, a clear understanding of their industry, and a proven track record of successfully delivering projects. Communication is key—working with a designer who is responsive, open to feedback, and can adapt to the company’s needs will ensure a smooth and productive collaboration. It’s also important to choose a designer who is passionate about the project and can bring fresh, innovative ideas to the table.

Can you talk a little about your design process?

My design process typically begins with thorough research and understanding of the project’s goals, target audience, and the challenges at hand. This stage involves gathering all relevant information and exploring different ideas and concepts. Once I have a clear direction, I move on to sketching and brainstorming, often creating multiple drafts before narrowing down the best solution. After the concept is finalized, I refine the design, paying attention to every detail. The final stage involves testing and feedback, ensuring the design functions well in real-world applications. Throughout this process, collaboration with clients and colleagues is crucial to achieving the best result.

Can you describe a day in your life?

A typical day for me starts early, with some quiet time for reflection or a walk to clear my mind. Afterward, I dive into work, checking emails, reviewing ongoing projects, and brainstorming new ideas. Most of the day is spent in front of my computer, designing, collaborating with my team, or communicating with clients. I take breaks for inspiration, whether through reading design articles, visiting local exhibitions, or exploring the outdoors. The evening is reserved for creative exploration—whether that’s working on a personal project, experimenting with new techniques, or reflecting on the day’s work. It’s a balance of productivity, creativity, and inspiration.

Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?

To young designers, I would say: never stop learning and experimenting. The design world is constantly evolving, and it’s important to keep up with new tools, technologies, and trends. At the same time, don’t lose sight of the fundamentals—composition, color theory, and user experience are timeless principles. Be curious and explore different styles; it’s through experimentation that you’ll find your unique voice. Listen to feedback and collaborate with others to expand your horizons. Finally, embrace failure as a learning opportunity—it’s an essential part of the creative process.

What is your "golden rule" in design?

My golden rule in design is: simplicity is the ultimate sophistication. Striving for clarity, elegance, and simplicity in my designs helps ensure that the message is communicated effectively. It’s about removing unnecessary elements and focusing on what truly matters to achieve the greatest impact. At the same time, simplicity doesn’t mean lack of creativity—it’s about finding creative ways to simplify complex ideas.

Designing can sometimes be a really time consuming task, how do you manage your time?

Time management is key to maintaining productivity and creativity. I break down projects into manageable chunks, setting deadlines for each phase. I also prioritize tasks based on urgency and importance. I use tools like Trello or Asana to track progress and stay organized. Taking short breaks throughout the day helps me recharge and stay focused. Additionally, I try to avoid perfectionism in the early stages, focusing on getting the ideas down first before refining them.

How long does it take to design an object from beginning to end?

The time it takes to design an object depends on the complexity of the project. For simpler designs, it can take anywhere from a few days to a couple of weeks. However, more intricate projects—especially those that require extensive research, prototyping, and testing—may take several months to complete. I always aim to balance quality with efficiency, but it’s important not to rush the creative process to ensure the final design is thoughtful and functional.

What is the most frequently asked question to you, as a designer?

The most frequently asked question I receive is: "Where do you get your inspiration from?" It’s a question that comes up often, and I always enjoy answering it. My inspiration comes from a variety of sources—nature, art, culture, technology, and even personal experiences. I believe the world around us is filled with endless opportunities for creativity if we take the time to observe and absorb it.

What was your most important job experience?

One of the most important job experiences in my career was working on a large-scale rebranding project for a well-established company. This project challenged me to think deeply about brand identity, messaging, and how design can play a crucial role in business success. It also taught me the value of collaboration, as I worked closely with a diverse team of strategists, marketers, and creatives. The success of that project reinforced my belief in the power of good design and its ability to make a real impact on a company’s trajectory.

Who are some of your clients?

I’ve had the privilege of working with a variety of clients across different industries. Some notable ones include Tianfu sortware Park, Maccura, Sobey, EasyGo, and SONY. Each project brought its own unique challenges, and I always aim to deliver the best possible design solutions that align with their visions and goals.

What type of design work do you enjoy the most and why?

I most enjoy working on branding and visual communication projects, particularly those that involve a complete brand transformation. It’s incredibly rewarding to build a visual identity from the ground up and see how it shapes the perception of the company. The process of discovering the essence of a brand and translating that into a design that resonates with people is something I find truly fulfilling.

What are your future plans? What is next for you?

Looking ahead, I plan to continue expanding my design studio, Chengdu Mifang Culture, and work on more international projects. I’m excited about the possibility of collaborating with brands that are interested in pushing the boundaries of design. Personally, I’m also looking forward to further exploring interactive and immersive design, particularly in the areas of virtual reality and augmented reality. The future of design is limitless, and I want to be part of its evolution.

Do you work as a team, or do you develop your designs yourself?

While I enjoy working independently, I strongly believe in the power of teamwork. At Chengdu Mifang, I work with a talented team of designers and collaborators who bring their own expertise and creativity to the table. Design is often most successful when it’s a collaborative effort, and I value the diverse perspectives my team provides. That being said, I often lead the creative direction and oversee the final execution of the designs.

Do you have any works-in-progress being designed that you would like to talk about?

Yes, I am currently working on several projects, including an exciting new branding and interactive design project for a technology startup. This project is particularly interesting because it combines cutting-edge technology with a sleek and modern design aesthetic. We are integrating augmented reality features into the branding to create an engaging, immersive user experience. It’s a challenging but thrilling project, and I’m excited to see how it will evolve.

How can people contact you?

People can contact me via email at 454342613@qq.com or through our website www.find-design.cn. You can also find me on social media platforms like Rednote and Instagram, where I regularly share updates on my work and design insights.

Any other things you would like to cover that have not been covered in these questions?

I’d like to mention that for me, design is not just about creating aesthetically pleasing visuals—it’s about creating something that serves a purpose and makes a positive impact. Whether it’s a product, brand, or experience, my goal is always to design with empathy and to ensure that the end result enhances the lives of the people who interact with it. I’m passionate about working with clients who share that mindset, and I’m always looking for new opportunities to collaborate on meaningful projects.

Extended Interview with Xingyue Deng

Could you please tell us about your experience as a designer, artist, architect or creator?

I graduated with a background in visual communication design and have been deeply involved in the field since 2015. In 2019, I founded my own studio, Find Design Studio, based in Chengdu, China. Over the years, I’ve developed a multidisciplinary practice focusing on brand, packaging, editorial, and cultural projects. My work blends strategic thinking with visual storytelling and has been recognized by prestigious design awards globally, including NY ADC, K-Design Award, DNA Paris, HKDA, and the Taipei Design Award.

How did you become a designer?

Design gives me the power to translate emotions, ideas, and cultural nuances into visual form. I became a designer because I believe in the silent power of design—it’s a universal language that connects people across boundaries. What motivates me is the opportunity to create resonance, to make people feel, think, and connect through something they see.

What are your priorities, technique and style when designing?

I chose design, but perhaps in a way, it also chose me. I’ve always been drawn to visuals and storytelling since childhood. Design felt like the most natural medium through which I could express my thoughts. It’s a profession that constantly challenges and fulfills me—and I’ve never looked back.

Which emotions do you feel when designing?

I design across various visual communication platforms, with a strong focus on branding, packaging, and editorial design. Lately, I’ve become more interested in conceptual design and cultural design narratives—projects that connect deeply with identity, memory, and emotion. I would love to work more on installations or design exhibitions that explore this intersection.

What particular aspects of your background shaped you as a designer?

Stay curious. Sharpen your sensitivity. And don’t just learn tools—learn to see. Develop your own voice, and never stop questioning what design means to you personally. It’s a long journey, but if your work is sincere and rooted in meaning, people will notice. Also, don’t chase trends—chase depth.

What is your growth path? What are your future plans? What is your dream design project?

A good designer solves problems beautifully. A great designer asks deeper questions—about people, context, and meaning—and creates solutions that resonate beyond the surface. Great designers don’t just follow briefs; they elevate them. They have a strong inner compass and a vision that connects design with culture, emotion, and time.

What are your advices to designers who are at the beginning of their career?

A really good design is one that is both intelligent and emotional. It communicates clearly, but also lingers in the mind. It feels inevitable, like it couldn’t have been done any other way. I evaluate a design by how honest it is to its purpose, how well it engages the audience, and how long it stays relevant—not just visually, but conceptually.

You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?

Good design enhances life—it improves functionality, sparks emotion, and builds trust. It’s not a luxury; it’s a necessity in a world overloaded with noise. Good design helps ideas and brands become more human, more memorable. It’s a long-term investment that builds meaningful connections with people and shapes how we experience the world.

What is your day to day look like?

If time weren’t a constraint, I’d love to design a traveling exhibition or publication that explores Chinese visual culture in a contemporary context—something that bridges the traditional and the modern, the East and the global. I’d also love to collaborate with musicians, architects, or scientists—to create interdisciplinary works that surprise even myself.

How do you keep up with latest design trends? To what extent do design trends matter?

A dream project for me would be to curate and design a large-scale visual storytelling experience—perhaps a cross-media exhibition or book that archives forgotten visual memories of everyday life in modern China. Something personal yet universal. I want to create something that leaves emotional traces, that tells stories beyond the screen or page.

How do you know if a product or project is well designed? How do you define good design?

If I had to name a secret ingredient, it would be observation with empathy. I pay attention to the small, quiet things—people’s habits, overlooked moments, visual rhythms in daily life. I try to listen deeply, not only to clients but also to the unspoken needs behind a brief. It’s this ability to observe from multiple angles—emotional, cultural, functional—that allows me to create work that feels both precise and poetic.

How do you decide if your design is ready?

I admire a wide range of designers, but I’m especially inspired by those who create enduring visual systems—like Otl Aicher, Kenya Hara, and Shigeo Fukuda. Their works are not just visual; they’re philosophical. I also respect contemporary cross-disciplinary thinkers like Stefan Sagmeister and Studio Dumbar—people who merge intuition with intellectual clarity and challenge the boundaries of what design can be.

What is your biggest design work?

I love works that feel inevitable yet surprising. For instance, the Munich Olympics visual identity by Otl Aicher—it’s timeless, rational, and human at the same time. I also admire the clarity and quiet tension in Japanese book design, like those from Kazunari Hattori. These works balance tradition and modernity, system and emotion. They never shout, yet always leave a strong impression.

Who is your favourite designer?

It’s difficult to name a single “greatest” design, but one project that stands out is my calendar series for a medical diagnostics company, where I used abstract visual language to interpret the rhythms of life and health. What makes it special isn’t just the final visuals, but how I translated invisible concepts—like breath, time, and vitality—into tactile, visual form. It was a deep collaboration between science and aesthetics, logic and emotion.

Would you tell us a bit about your lifestyle and culture?

Becoming a better designer requires curiosity, discipline, and introspection. I believe in continuously feeding your mind—not just with design, but with cinema, literature, philosophy, and nature. Personally, I kept a habit of self-reflection after each project, asking not just what worked, but what could be done differently. Also, don’t isolate yourself—observe life, collaborate, and most importantly, stay humble. Design is a lifelong conversation.

Would you tell us more about your work culture and business philosophy?

If I hadn’t become a designer, I might have become a filmmaker or a writer—someone still telling stories, but through different mediums. Storytelling has always been at the core of my being. I’m fascinated by how meaning is constructed, and I think whether through visual systems or narrative structures, my curiosity would still lead me to create something expressive and layered.

What are your philanthropic contributions to society as a designer, artist and architect?

To me, design is the art of translating thought into form, of giving intangible ideas a tangible presence. It’s not just decoration or surface, but a way of thinking and communicating. Design creates bridges—between people and ideas, emotion and logic, past and future. It is where human insight meets aesthetic precision.

What positive experiences you had when you attend the A’ Design Award?

I’ve been fortunate to be surrounded by people who supported me quietly and consistently—my mentors, peers, and especially my family. My parents gave me space to explore freely. Professionally, I’ve had collaborators and clients who trusted in my vision even when the direction was unconventional. Their belief became the foundation for my confidence and freedom to explore.

Xingyue Deng

About Xingyue Deng

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Good Design Deserves Great Recognition

Interview with Xingyue Deng

Extended Interview with Xingyue Deng

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Xingyue Deng

About Xingyue Deng

Easygo Corporate Identity

Good Design Deserves Great Recognition

Interview with Xingyue Deng

Extended Interview with Xingyue Deng

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Join Designers.org & Start Promoting Your Design Worldwide.