Yu Feng

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Yu Feng ("YF") for their original perspective and innovative approach to design as well as their creative lifestyle, we are very pleased to share our interview with our distinguished readers.

DL: Could you please tell us a bit about your design background and education?

YF : I went to collage in Renmin University of China, Beijing. After four years studying in graphic design, I decided to go aboard to pursue my master degree. Luckily I got accepted into commutation design program of Pratt Institute, New York. After graduated, I started work in Baron & Baron as a junior art director. From there, I was focusing on fashion branding design and editorial design. Till last October, I joined Estee Lauder as senior designer. My work spans the fields of fashion, beauty, publication and property development, such as DIOR, GUCCI Beauty, BALLY, MYLA London, PUBLIC Hotel, Tory Burch, Michael Kors and Tommy Hilfiger Perfume. I’m specializing in branding, editorial design in both print and digital fields.

DL: What motivates you to design in general, why did you become a designer?

YF : Because I always want to see my work been used in reality.

DL: Did you choose to become a designer, or you were forced to become one?

YF : Luckily I chose to become a designer.

DL: What do you design, what type of designs do you wish to design more of?

YF : I design fashion branding, editorial art direction.

DL: What should young designers do to become a design legend like you?

YF : I suggest young designer to try different jobs, until find what's the best for them. And always be true to your heart.

DL: What distinguishes between a good designer and a great designer?

YF : A great designer works in passion.

DL: What makes a good design a really good design, how do you evaluate good design?

YF : A good design work solved the problem.

DL: What would you design and who would you design for if you had the time?

YF : I would design my own brand. I'm planning to have a simple clothing brand that express my design and taste.

DL: What is the dream project you haven’t yet had time to realize?

YF : My dream project is have my own clothing branding. I can design the graphic and print it on the clothing items.

DL: What is your secret recipe of success in design, what is your secret ingredient?

YF : Keep learning.

DL: Who are some other design masters and legends you get inspired from?

YF : Fabien Baron, the very most talented art director I always respect.

DL: What is your greatest design, which aspects of that design makes you think it is great?

YF : I'm very honored that I was involved designing the Dior magazine, re-branding Bally and Public Hotel branding.

DL: If you hadn’t become a designer, what would you have done?

YF : I would be a painter, and teaching in an university.

DL: How do you define design, what is design for you?

YF : Design is about finding the problem and how to solve it.

DL: Who helped you to reach these heights, who was your biggest supporter?

YF : My father

DL: What helped you to become a great designer?

YF : Always learning

DL: How do you think designers should present their work?

YF : Let the audience understand the concept in less than 5 seconds

DL: What’s your next design project, what should we expect from you in future?

YF : My next project is a clothing brand with my design printed. My goal is to become a good art director in two-three years, who's very good at art direction and well-knowledged, at the same time knows how to manage a small team.

DL: What’s your ultimate goal as a designer?

YF : A good art director.

DL: How does design help create a better society?

YF : Design helps solve problems, and makes people's lives much easier and nicer.

DL: How long does it take you to finalize a design project?

YF : It really depends on the projects. For example a logo system is about 2-3 weeks; a branding is about 2 - 3 months.

DL: What is your life motto as a designer?

YF : Do things with passion, or not at all.

DL: What is the role of technology when you design?

YF : Deconstruction and Reconstruction

DL: What kind of design software and equipment do you use in your work?

YF : Mostly Adobe Photoshop, Illustrator, Indesign; sometime After Effects.

DL: What do you wish people to ask about your design?

YF : Elegant and tasteful.

DL: When you see a new great design or product what comes into your mind?

YF : How does the concept support the visuals.

DL: Which people you interacted had the most influence on your design?

YF : Fabien Baron. I used to work as junior art director in his company. Had the opportunity working with him definitely I learned a lot from him.

DL: How did you develop your skills as a master designer?

YF : Always knows about latest news about design industry; updates my design technique skills; visits exhibitions.

DL: What is your favorite color, place, food, season, thing and brand?

YF : I like all the colors, I don't have a favorite. I love live in New York city, where has diversity food.

DL: What makes your day great as a designer, how do you motivate yourself?

YF : I love what I'm doing.

DL: When you were a little child, was it obvious that you would become a great designer?

YF : Since I was a kind, I was very interested in painting. I always wanted to be a painter. After I grow up, I feel like I prefer being a designer because I want to see my work been used in reality.