We were lucky to catch up with Chenyu Yang recently and have shared our conversation below.

Hi Chenyu, thanks for joining us today. Is there a lesson you learned in school that’s stuck with you and has meaningfully impacted your journey?

Back in college, I was enrolled in an advanced graphic design course. The class was known for its rigorous projects and demanding critiques. Our professor was both inspiring and challenging, pushing us to think beyond the surface aesthetics of design and delve into the deeper meanings and narratives behind our work.

One particular project stands out vividly in my memory. We were tasked with creating a branding identity for a park in Atlanta. The goal was to convey the park’s mission of conservation and sustainability through our design choices. The project wasn’t just about creating a visually appealing logo; it was about storytelling through design.

I vividly remember spending nights brainstorming concepts, sketching ideas, and experimenting with various visual elements. As the deadline approached, I thought I had a strong design that captured the essence of the park. When I presented my work to the class, I expected praise and validation. However, my professor’s response was unexpected.

She acknowledged the aesthetic quality of my design but challenged me with a series of questions: “How does this design connect with the park’s values? How does it communicate sustainability? What emotions does it evoke?” I realized that while my design was visually pleasing, it lacked depth and a clear narrative. It didn’t tell the story I thought it did.

My professor’s critique was a pivotal moment for me. It was a lesson in design thinking that transcended aesthetics. she taught me that every design should be rooted in a purpose, a story, and an emotional connection. Design wasn’t just about making things look good; it was about conveying meaning, solving problems, and evoking emotions.

I took her feedback to heart and went back to the drawing board. I dug deeper into the park’s mission, its values, and its impact. I incorporated elements that symbolized growth, harmony with nature, and sustainability. When I presented my revised design, it wasn’t just a visual representation – it was a story told through colors, shapes, and typography.

This lesson has shaped my entire design philosophy. It’s a reminder that design is a powerful tool for communication, and every element should have intention and meaning. It’s about understanding the client’s story and weaving it into the visual narrative. I’ve carried this lesson with me throughout my journey as a graphic designer, infusing purpose and storytelling into every project I undertake.

Looking back, I realize that my professor’s lesson wasn’t just about design; it was about approaching every challenge with depth, empathy, and a commitment to creating meaningful connections through creativity.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

From an early age, art has been an intrinsic part of my life, nurtured by my mother’s passion for drawing. I was captivated by the strokes of her pencil and the images that seemed to come alive on the canvas. This exposure ignited my artistic curiosity, leading me to delve into the world of Chinese traditional painting at just 6 years old. These early experiences set the stage for my lifelong love affair with art.

During my high school years, a new passion took root – KPOP. Beyond the music, it was the visually captivating aspects that truly mesmerized me. I dreamt of a future where I could blend my artistic flair with this world, designing album graphics for my favorite singers. This aspiration was the driving force behind my decision to explore graphic design.

My pursuit of higher education led me to the Savannah College of Art and Design, where I embarked on a journey to refine my skills and broaden my horizons. It was during my MA degree that a pivotal lesson struck me – design isn’t just about aesthetics, it’s about empathy and connection. This revelation led me to discover the realm of branding, a field that intrigued me deeply. The ability to understand what resonates with customers and create sustainable designs that endure became a core principle of my work.

As a graphic designer, I offer a spectrum of creative services. Branding has become a centerpiece of my work, as I relish the challenge of capturing a company’s essence and values in visual form. I immerse myself in understanding the target audience, seeking to create designs that forge authentic connections. Sustainability is a vital aspect of my approach, aligning with my commitment to making designs that stand the test of time.

Diversifying my skills, I’ve ventured into 3D and motion design, driven by the desire to keep my creativity flowing. This pursuit led me to an exciting opportunity where I collaborated with a team to craft a window display for Lexus, showcasing their vehicles in a dynamic and captivating manner. This project was a testament to the power of collaboration and the impact of combining different design elements.

Learning remains integral to my journey. It’s not just about mastering new tools and techniques, but about fostering an environment where creativity flourishes. My experiences, from traditional Chinese painting to modern motion design, converge in my work to create a unique blend of tradition and innovation.

As a graphic designer, my goal is to weave stories through visuals, fostering connections that resonate on a deeper level. From album covers to branding campaigns, every project is an opportunity to leave a lasting impression and contribute to the artistry of design.

For you, what’s the most rewarding aspect of being a creative?

I genuinely believe that the most rewarding aspect of being an artist is transforming words and ideas into tangible visual forms. These visual languages possess the remarkable ability to resonate with individuals, effectively constructing bridges for communication through design that evokes empathy. Furthermore, during the design process, communication with others takes on an even more valuable role. Through interactions with people, one can genuinely sense their emotions, thoughts, and distinct perspectives on various matters. These facets serve as abundant sources of creative inspiration from which I am able to glean a wealth of knowledge. It is precisely due to these elements that design inherently takes on a profoundly human-centered nature. Also, I can witness the impact my creations have on people. Whether it’s a painting that stirs deep emotions, a story that prompts reflection, or a design that enhances user experiences, knowing that my work has the power to evoke feelings and thoughts is incredibly gratifying.

What do you think is the goal or mission that drives your creative journey?

When I was young, I saw people’s compliments that motivated me to explore continuously in the field of design. However, as I grew older and because I’ve always been passionate about pursuing creativity, I believe it was my pursuit of creativity that led me towards the design industry. I saw endless possibilities in this realm, and as I delved into the process of creation, it brought me immense joy. Also, I firmly believe that design is not merely about aesthetics; it’s a powerful tool that can shape perceptions, ignite conversations, and influence behaviors. Like I see how good designs helped small businesses survive. With this conviction, I aim to create designs that resonate deeply with audiences, provoking thought, empathy, and action. In every project I undertake, whether it’s crafting a visual identity, a branding campaign, or an immersive digital experience, I’m driven by the desire to communicate meaningfully and authentically. Furthermore, I see my creative journey as a continuous path of growth and learning. My goal is to keep pushing my boundaries, experimenting with new techniques, and improving my skills to stay at the forefront of design innovation. By staying curious and open-minded, I seek to adapt to evolving trends while maintaining my unique creative voice.

Contact Info:

• Website: https://chenyuuudesign.com
• Instagram: https://www.instagram.com/ccccchen.yu/
• Linkedin: https://www.linkedin.com/in/chenyu-yang-41b65a202/