We recently connected with Yuying Chen and have shared our conversation below.

Yuying, thanks for taking the time to share your stories with us today What’s been the most meaningful project you’ve worked on?

My thesis project, “Dérive Baltimore,” expanded the concept of mapping, poetically and logically representing territories. It transformed mapping into a conceptual space with a grid system, acting as a container. The visual presentation involved mounting five square foam boards symmetrically on the wall, each categorizing elements of Baltimore’s features. This distortion simulated my drifting process in space, enhancing visual enjoyment and emphasizing a designer’s role in delving into details.

This project explores the streets of Baltimore from the perspective of a Situationist and a designer, aiming to deepen the memory of the area by exploring aimlessly and accumulating clues. Using graphic collage and photography to record scenes and changes over time reveals hidden connections. Connections between objects can be communicated to people through graphic design. This journey shattered my prejudices about the city of Baltimore and inspired me to have the courage to step out of my home and embark on urban adventures no matter which city I visit in the future.

In branding, my proficiency lies in seamlessly combining my native language with English vocabulary, as showcased in projects like “In Saint Spring Water Sparkling Water,” is a unique airline beverage brand inspired by the Cantonese phrase “饮胜” (‘jam2 sing,’ meaning ‘cheers’), combining English and Cantonese to celebrate water as a healthy means of connecting people. The brand logo, inspired by “The Creation of Adam,” symbolizes renewal, confidence, and awareness. This brand sparked my imagination about how a drinking water brand could be, combining my inspiration with my personal fear of flying. The initial vision for the brand was to not only hydrate individuals with a fear of flying during flights but also to alleviate psychological anxiety and embrace the idea that every moment in life is worth celebrating.

The “Xgender” project utilized chromosomes and laser elements to weaken gender-specific characteristics, advocating for gender equality in a UNISEX streetwear brand. “Hoarding Wonderland” appeals for more patience and care for hoarders by sharing their situations and stories.

The “ADHDERS Read” logo generation project for the book club exemplifies my participatory design approach, assimilating diverse perspectives to create a logo that exceeds expectations and fosters a stronger sense of identity for ADHD readers.

The “Work Like a Dog” poster draws inspiration from pictograms, Chinese character deconstruction, and the internet slang “累成狗” (‘tired as a dog’), conveying feelings of exhaustion and unfair treatment with humor and exaggeration, particularly focusing on gender and societal roles.

One noteworthy project is the “Chili Pepper” poster, where I delved into the visual language of spiciness, despite being unable to indulge in spicy foods due to capsaicin allergies. Through sensory design experimentation, I visualized the subtle sensations of spice, utilizing my tongue as a canvas. This project stands as a testament to innovation, experimentation, and cultural exploration.

In essence, my design philosophy revolves around diversity, innovation, and thoughtful exploration, aiming to contribute meaningful and impactful designs to the world.

My diverse background and cross-cultural experiences, along with my visual memory, have provided me with design nutrients, enabling me to better understand how to utilize my observations and experiences in creative endeavors.

I’m also proud to be a female designer. This is a source of energy and identity affirmation.

“That’s something I’m proud of at the moment – having my own startup studio. At least I’ve taken a step forward.

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.

I’m Yuying, a versatile and multidisciplinary designer, catching the magic moment for you! In 2018, my design journey ignited during a color and design course, redirecting me toward Graphic Design. Despite familial expectations in Finance, I courageously switched majors, persuading my “investors” (parents) to support my design career. Seamlessly blending fashion and business in my projects, I showcase the harmony between my work, branding strategy, and culture. With a diverse background and strategic mindset, I empower clients to enhance brand value, navigating market challenges. Leveraging my professional prowess, I advocate for design’s ability to benefit society and gain global respect for its intrinsic value.

Specializing in branding, I draw inspiration from dynamic trends in business brand strategy and societal concerns. My services encompass imaginative ideas precisely adapted to clients’ needs.

Hailing from Jiangmen, a Chinese diaspora city near Hong Kong and Macau, I immersed myself in the unique local culture and vibrant visual landscape during my graphic design education in the U.S. and international experiences in the UK, France, and Australia. With a discerning eye, I leverage the distinctions between Eastern and Western cultures to refine superior design concepts, seamlessly integrating creativity with practical methods as an innovator.

Actively engaged in social welfare projects, I champion the broader impact of design beyond commerce, a principle evident in my works. Drawing from my eclectic background in studio art photography, I explore diverse disciplines, enriching my understanding of design and offering unique insights to others.

WILD

Sometimes Naughty

FUNKY
Bending genre
IMPROVISE
Agile and bold

Design +

Businesswomen Strategist Negotiator ｜Sometimes Photographer
Artist

We’d love to hear a story of resilience from your journey.

In 2018, I embarked on my design journey, much like a flower needing constant care to bloom. My father told me I was a flower that blooms in winter, and each person’s flowering period is unique. As long as I continue to nurture my career in graphic design and remain humble and eager to learn, I believe that one day, my flowering season will come.

During my graphic design studies, I faced many struggles and challenges, realizing profoundly my passion for design and my willingness to invest time and effort into learning. Studying graphic design in my undergraduate years was challenging because it is an applied art, fundamentally about communication, not limited to expressing personal style but more about solid design basics and practical skills. This struggle led me to apply for graduate school, where graphic design teachers criticized my work, believing it was not up to par.

Simultaneously, I had to take fine art courses, and the fine art professors appreciated my creativity and hardworking nature. This left me perplexed, prompting deep reflections on the essence of design and its true meaning in my life. My later reflections made me ponder: How could I produce constructive, enduring works that withstand the test of time and the market, contrary to the flashy and superficial trends that contradicted my personal desires?

Design, for me, is not just a skill but a tool for profound learning and a window to observe myself. I discovered reading difficulties since childhood, which I did not initially recognize as a reading challenge but rather was classified as a struggling student by teachers. This feeling persisted into my university years until I later discovered I might have ADHD.

Even with the knowledge of potential ADHD traits, I wasn’t defeated by this discovery. Instead, I viewed it as a driving force to unlock my potential. I dedicated more time to focus, trained my concentration, and developed various plans. With unwavering love for design and relentless efforts, I managed to maintain attention and gradually mastered the rhythm of focus. These efforts were not in vain, and I hope to bring tangible benefits to the ADHD community in the future, whether in typography, socio-cultural propaganda, or other aspects.

In the field of design, balancing the use of talent and extensive practice is an inevitable choice. My two graduate mentors, Ellen Lupton and Jennifer Cole Philips, were my life mentors. Through my studies at MICA, I realized my shortcomings in graphic design, and their guidance filled these gaps. In my two years at MICA, I refined my design framework, transforming it from a fragile wooden structure to a robust steel structure.

Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?

Stefan Sagmeister serves as an immense source of inspiration for me, being an idol in the realm of design. His captivating design narratives, shared in his books, provoke profound reflections for designers like myself. The motivational mantra “Worrying solves nothing” encapsulates his ethos and has consistently motivated me along my creative journey. I deeply admire his fearless and playful approach evident in his early works, a quality that has gracefully evolved into mature and composed presentations over time. His mastery of engaging typography projects, combined with the reflective and optimistic energy of his creations, is truly admirable.

Designers often benefit from resources like ‘an eye on design’ and ‘It’s Nice That,’ which provide rich design inspiration and industry insights. However, when it comes to exploring design philosophy, I recommend everyone to delve into the works of Japanese design master Kenya Hara, particularly his book ‘Design as Design.’ In this book, Hara delves into the essence, principles, and significance of design, offering invaluable insights for those eager to gain a deeper understanding of design philosophy.

Contact Info:

• Website: Personal https://kakacnotdesign.cargo.site/ ｜ Studio https://cc-too.com/
• Instagram: https://www.instagram.com/aka_kakac.notdesign/?hl=en
• Linkedin: linkedin.com/in/yuying-chen-34415a237