We’re excited to introduce you to the always interesting and insightful Yucen Yao. We hope you’ll enjoy our conversation with Yucen below.
Yucen, appreciate you joining us today. We’d love to hear about a project that you’ve worked on that’s meant a lot to you.
Confession: A Hand-Made Diary Book Project I created a hand-made book, writing the text myself and illustrating each page. This diary chronicles the journey of a PUA (pick-up artist) learner who initially dives into the world of pick-up artistry, seeking control and validation through manipulative techniques. As the learner progresses, the initial thrill of early successes gives way to a deep sense of discomfort and guilt. They slowly realize the emotional harm they are inflicting on others and, ultimately, on themselves. The story reveals the toxic cycle that PUA culture imposes, showing that the learner, too, becomes a victim of the very ideology they once embraced. Through their eyes, we witness the emotional toll, inner conflict, and eventual struggle to break free from these destructive patterns. My goal with this project is to awaken awareness of the dangers of PUA and the deep emotional damage it causes to both pursuer and pursued. In this project, I also experimented with photography and collage techniques, using these mediums to add visual depth and complexity to the story, symbolizing the fragmented emotional experiences of both the PUA learner and their victims.
Background
Pick-up artists (PUAs) are men who use manipulative techniques to seduce women, often claiming they can easily control and exploit the emotions of their targets. PUA culture has seen a disturbing rise in China, where organizations promote these manipulative practices through online courses and in-person training. While many view women as the primary victims of PUA culture, the men who adopt these toxic ideas are also trapped in cycles of emotional damage and self-deception. I wanted to highlight this often-overlooked perspective. The learner’s journey in my diary reflects how individuals who practice PUA may initially gain satisfaction from manipulation but eventually find themselves harmed by the same ideas they once followed. This project seeks to raise awareness about the harmful effects of PUA on everyone involved.
Inspiration
On October 9, 2017, Bao Li, a student from Beijing University, tragically took her own life after being emotionally manipulated by her boyfriend, Mou Lin Han, who used PUA techniques to control her. Bao Li’s suicide shocked the public and sparked widespread debate about the dangers of PUA culture. To my surprise, during this period, I discovered that one of my own friends was a follower of a PUA organization called Langji. Realizing how close PUA was to my own life was a wake-up call. This incident inspired me to create something that could raise awareness about the dangers of PUA and its destructive impact on both the manipulated and the manipulator.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
About Yucen Yao and Her Creative Works
I’m Yucen Yao, a graphic designer, illustrator, and visual artist based in Los Angeles. My journey into the creative industry began during my undergraduate studies when I tackled my first rebranding project. This experience ignited my passion for design and led me to pursue a master’s degree in graphic design from CalArts, which I completed in 2024.
My work spans various mediums, including branding, illustration, and motion graphics. I specialize in creating visual identities for brands, developing engaging design solutions for environmental and social causes, and producing artwork that communicates meaningful messages. My portfolio includes projects for clients like Eva Air, Angels Baseball, and Chando Himalaya, as well as personal projects that address pressing social issues.
Products and Services
I offer a range of design services, including:
* Branding and Identity Design: Crafting unique visual identities that resonate with target audiences.
* Illustration: Creating custom illustrations that bring concepts to life.
* Motion Graphics: Developing dynamic visuals for digital platforms.
* UI/UX Design: Designing intuitive user interfaces and experiences.
* Publication and Print Design: Producing visually compelling publications and printed materials.
* Marketing Materials: Designing promotional materials such as brochures, flyers, and advertisements to effectively communicate brand messages.
* Digital Marketing Materials: Creating engaging digital assets like social media graphics, email templates, and web banners.
* Packaging Design: Creating eye-catching and functional packaging solutions that enhance product appeal and user experience.
What Sets Me Apart
As a graphic designer, what sets me apart is my commitment to integrating creativity with practical solutions. I focus on developing unique visual identities and design solutions that are not only aesthetically pleasing but also effective in communicating key messages and engaging target audiences.
As an artist, I believe it’s crucial to take on social responsibility. This means using my work to voice concerns for marginalized groups and address social issues, aiming to bring about positive change. My projects often blend artistic expression with advocacy, allowing me to contribute meaningfully to societal discussions and promote awareness through my art.
What I Want Potential Clients and Followers to Know
I want potential clients and followers to know that my work is driven by a genuine passion for making a difference. Whether through environmental advocacy, social commentary, or innovative design solutions, my goal is to create work that resonates deeply and inspires action. I approach every project with creativity, empathy, and a dedication to achieving the best possible outcome.
Feel free to explore my portfolio on my website www.yucenyao.com or my Instagram at @yucen.creates, where I share my latest projects and insights into my creative process.
What’s the most rewarding aspect of being a creative in your experience?
For me, the most rewarding aspect of being an artist is the ability to create work that resonates with people on a deeper level, sparking emotions or inspiring thought. I love using my creativity to tell stories and address important social and environmental issues, knowing that my designs can make a positive impact and foster meaningful connections between people and ideas. Seeing how art can influence change and open minds is incredibly fulfilling.
As a graphic designer, making my clients happy by delivering designs that exceed their expectations is the most rewarding aspect. Seeing their vision come to life and knowing that my work helps them achieve their goals is incredibly fulfilling. It’s all about building trust, creating something meaningful, and contributing to their success, which is what drives my passion for design.
Can you share a story from your journey that illustrates your resilience?
One story that illustrates my resilience comes from my first year in the master’s program at CalArts. Moving from China to a foreign country, I faced intense coursework, language barriers, and cultural differences. I constantly felt like I had to prove my worth and struggled with imposter syndrome, especially being surrounded by incredibly talented creatives from around the world.
The first year was extremely challenging—trying to keep up with fast-paced projects every two to three weeks while not yet having a clear direction for my work. On top of that, I had joined a cohort where most students had already been studying together for a year, making it harder to find my place.
However, I didn’t let these challenges defeat me. I leaned on my faith and the support of my classmates, and I focused on doing my best, one project at a time. I also made it a point to always take feedback to heart, constantly refining my work and trying again until I got it right. Gradually, as I found my voice and direction through my thesis work, I began to gain recognition from my peers and teachers. One of my teachers even said, “She makes things glow,” which gave me the confidence to keep pushing forward.
In my second year, I grew more confident in my work and in myself. This experience taught me that resilience means being open to feedback, learning from it, and continuously improving—even when things seem tough.
Contact Info:
- Website: https://yucenyao.com/
- Instagram: https://www.instagram.com/yucen.creates/
- Linkedin: https://www.linkedin.com/in/yucen-yao-ba63aa266/
- Youtube: https://www.youtube.com/@yucenyao5438
Image Credits
Personal Photo credit: Siyan Ji Design/illustrations/bookbinding/photograph: Yucen Yao