We were lucky to catch up with Zhanjiang Liu recently and have shared our conversation below.

Hi Zhanjiang, thanks for joining us today. Let’s jump right into how you came up with the idea?

The starting point for each project varies. Some projects are clearly defined, requiring only the solution to a specific problem. Others are more open-ended, with the client having a general direction but needing help determining the exact approach. Usually, I begin by reviewing archives and engaging in conversations with the client and other stakeholders. These discussions helped me understand the brand, and this foundational work is crucial for moving the project forward.

Ideas come from a wide variety of sources, it could be a colour, a song, a line of dialogue, a new technological tool or even some visuals of an unrelated brand.

Zhanjiang, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I learned to draw from a very young age, and no one could have predicted the impact it would have on my life. When I eventually graduated from art college with a degree in design, it was only natural that my career would begin as a designer. Throughout my 12-year career, I have specialized in the creative industries, becoming proficient in branding and advertising. I have worked in diverse areas of design, collaborating with leading industries and clients of all sizes. I have developed digital and print assets for various communication needs, including multichannel ad campaigns, editorials, websites, motion graphics, films, post-production, digital advertising, brand guidelines, and packaging. My work has helped brands engage closely with their clients and gain visibility. In addition to my unique creative approaches, my multicultural background in the UK creative sector has significantly contributed to generating ideas for some of my projects, setting me apart from others.

What’s a lesson you had to unlearn and what’s the backstory?

After working in China for many years, I decided to pursue my career in London. The cultural differences in the workplace were significant. In China, children are raised to be quieter and more humble, never wanting to cast any shadows on others. This often leads locals to perceive them as lacking confidence. To adapt to the working environment and relationships in the UK, I needed to become more open and self-assured. This has been an ongoing learning experience since I arrived here.

Do you think there is something that non-creatives might struggle to understand about your journey as a creative? Maybe you can shed some light?

Being a creative is very stressful, especially nowadays, as the development of technology and more diversified forms of creativity require us to constantly learn and break through. At the same time, we need to have a strong mindset to face both positive and negative comments because, as designers, receiving public feedback once a project is finished and released is inevitable. Some of this feedback is very informative, but often people give their subjective opinions indiscriminately. During these times, I need to rebuild my mental state, remembering that a project is the result of collaboration among many people. Behind every color, stroke, and graphic is a living human being. When evaluating a design, it is important to research thoroughly; if you still don’t understand it after researching, you have the right to criticize it. However, avoid giving personal opinions blindly without knowing the background. It’s a lesson I’ve learned after being a designer for so many years and receiving countless good and bad reviews.

Contact Info:

• Website: https://www.zhanjiangliuart.uk/
• Instagram: https://www.instagram.com/liu.zhanjiang/
• Linkedin: https://www.linkedin.com/in/zhanjiang-liu-565a56240/

Image Credits

All illustrations made by Zhanjiang Liu