Jiawei Wu

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Jiawei Wu ("JW") 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?

JW : Jiawei Wu is a communication designer who was born and raised in China and is currently based in New York. She is dedicated to the concept of using multiple tools to achieve the highest level of visual communication. Her style of design is exceptionally unique in that she is constantly experimenting with a variety of materials. She emphasizes storytelling and expands her skills in different fields of design in order to communicate unique ideas and tell stories through her designs. She has professional experience in a variety of specializations such as visual communication, branding, printmaking, installation design, and photography.

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

JW : I like to read books that make me realize the layout in the beginning. With more understanding and gradual interests, I decided to be a graphic designer.

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

JW : I choose to become a designer.

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

JW : Brand design work. My work can create a connection with the audience or create an environment for them to experience. The branding system allows them to be involved with impactful moments under a solid design system and clear elements. Meanwhile, it would be a precious experience to update my skills.

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

JW : Be bold. Be active. The design process is a journey for designers to learn, grow and build their own style. Sometimes it might be boring, but designers will gain critical thinking and professional skills.

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

JW : To me, good design and great design both bear a nice look with a particular aesthetic. But great design is distinguished from good design by better problem solving results.

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

JW : For me, I care about story-telling and design systems. I tend to create unique stories behind design works and a balance based on the information I receive. Moreover, the design system is another key point for me to weigh designs.

DL: What is the value of good design? Why should everyone invest in good design?

JW : Good design is not a work of art, users need to get a certain value, such as beauty, utility or pleasure. At the same time, good design will maximize the benefits of both parties at the commercial level.

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

JW : Generally, I prefer to work with clients from the fashion industry on their branding identity projects. Besides, I would like to challenge myself with different clients because I want to see where my next step is.

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

JW : Collaborate with some writers on their book designs.

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

JW : I pay more attention to a system cohesively connecting everything from beginning to end, and more extra elements to tell a story to the target audience.

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

JW : I get more influenced by Japanese designers such as Takashi Kono and Tadanori Yokoo.

DL: What are your favorite designs by other designers, why do you like them?

JW : MUJI, as an example.eIts brand represents a minimalist concept. When the audience goes to their stores with structural space zones, they literally feel a minimalist lifestyle with each of its elements to send one message. Transparent stationery, natural millwork, solid colors, and soft textile always maintains the brand purity from any evidence of living. It seems the audience is experiencing the real world created by MUJI. I hope my design work can apply minimalist philosophy that creates a connection with the audience and allow them to find amazing moments with a logical design system and clear elements.

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

JW : I like the Avant restaurant branding project. It is a fine-dining restaurant and has become famous in China. During the whole process, I think I am not only the branding designer to design a modern and elegant branding identity including logo and some applications, but also I created a unique experience to lead customers to feel a journey after they finish the meals.

DL: How could people improve themselves to be better designers, what did you do?

JW : Stick with your dreams and passion, and keep practicing your design skills. In the process of time, pay attention to the collection of preliminary data. As a practitioner engaged in the design industry, I collect a lot of materials before starting a project. Not only can I collect a lot of excellent works, but also cultivate the ability to appreciate art, and in the process of collecting, inspiration will continue to emerge.

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

JW : An exploring journey. Solving problems with the best suitable tools then generating idiosyncratic designs is an interesting and wonderful process.

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

JW : Camille Chassagne. The excellent art director in Savvy studio. When I first took a job in NYC, she supported me a lot and taught me how to be a professional designer.

DL: What helped you to become a great designer?

JW : Enthusiasm and continuous practice. Reflect and innovate.

DL: What were the obstacles you faced before becoming a design master?

JW : When I first came into the design industry, my works were only in pursuit of aesthetics and lacked the inherent storytelling and point of view. In a process of continuous training, I keep improving my design skills and works, hopefully to convey a more powerful voice.

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

JW : Choose the most suitable display avenues and tools. Be highly familiar with the details in the presentation. It is necessary to empathize with the understanding of the audience.

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

JW : I will help one of my good friends to launch a motorcycle accessories brand, which is from Japan with a very zen and craftsmanship oriented brand spirit. I am very excited about this upcoming project because it contains all of my favorite elements in one place. Can’t wait to see it come to life!

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

JW : I want to keep exploring and broaden my vision. I feel there is no ultimate goal for me because every designer will keep challenging themselves and find a novel area.

DL: What people expect from an esteemed designer such as yourself?

JW : Not only handing in an answer sheet that meets expectations, but also unexpected surprises and added value.

DL: How does design help create a better society?

JW : Design is the act of capturing the essence of a problem and bringing harmony and order to it. Some social issues are beyond the government's capacity, and designers need to pay attention to these issues with fraternity. Not only the design process, but also the recombination of various resources through these design schemes to rebuild the relationship between people.

DL: What are you currently working on that you are especially excited about?

JW : Currently, I am working on a Chinese fashion brand. The client’s products are neo-Chinese style. I help them build an identity that brings an innate sense of ancient and modern Chinese style to daily life. We aim to offer an evolution of Chinese culture. This project is a new challenge for me.

DL: Which design projects gave you the most satisfaction, why?

JW : I like the Avant restaurant branding project. It is a fine-dining restaurant and has become famous in China. During the whole process, I think I am not only the branding designer to design a modern and elegant branding identity including logo and some applications, but also I created a unique experience to lead customers to feel a journey after they finish the meals.

DL: What would you like to see changed in design industry in the coming years?

JW : More social creative design works. The problems to be solved by social innovation are broader and require more time to implement, and solve the problems of most people. I would like to see more designers incorporating this point to their design works.

DL: Where do you think the design field is headed next?

JW : From material product design to spiritual service design. Enhance the experience while maintaining the aesthetic sense. Physical design transforms into virtual design.

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

JW : It depends on the projects. Some small projects such as posters need two days. Some more complicated branding works might take two months.

DL: When you have a new design project, where do you start?

JW : Usually, I spend more time discussing the core brief to make a sketch or a moodboard to communicate with the client. When I find a general outline, I will design Multiple directions to explore widely. Then discuss with the team to find the proper one, and come up with more detail to support the core idea and apply it to wide range communications design.

DL: What is your life motto as a designer?

JW : Design is the act of capturing the essence of a problem and bringing harmony and order to it.

DL: Do you think design sets the trends or trends set the designs?

JW : This changes frequently. When a trend starts, acceptable designers will follow the trend, maybe they will succeed and break through and lead the next trend. Or some other designers who stick to their own style will bring a brand new trend.

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

JW : Technology is a kind of resource. To truly enjoy this resource, we must materialize technology into concrete real products, and design is the bridge of technology materialization and commercialization, that is, various technologies must be transformed through the comprehensive utilization of design. Meet people's needs and be accepted by society.

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

JW : Illustrator, Indesign and Photoshop are the most important tools for me. If there are some new trends or knowledge that could enhance my works, I am always open and willing to learn.

DL: What is the role of the color, materials and ambient in design?

JW : A full understanding of these three aspects is indispensable, and it is the basic knowledge that designers must master. To a certain extent, the mastery of design colors, styles, materials and the use of ambient can reflect a designer's aesthetic taste and professional skills.

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

JW : 37. What do you wish people to ask about your design? The concepts behind designs, and share their own thoughts with me. I love to see how people react to my designs to compare with my original intentions.

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

JW : Want to explore the design thinking behind these works and reflect on my own work.

DL: Who is your ideal design partner? Do you believe in co-design?

JW : Huei Tai Chen, he is a good designer who has the same aesthetic as me and helps me a lot. I think co-design will bring more creative thinking and make the project more effective.

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

JW : My friends and co-workers. They are nice enough to share their opinions to help me to evaluate my works.

DL: Which books you read had the most effect on your design?

JW : A Japanese magazine called Idea. I can learn distinctive styles and professional opinions that can help me improve my work.

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

JW : Continuously learn and summarize. As each work progresses, I will reflect on myself or discuss with others to optimize the work. When I'm not working, I also read and observe life for inspiration.

DL: Irrelative of time and space, who you would want to meet, talk and discuss with?

JW : Tadanori Yokoo. His graphic design works are full of ukiyo-e collages, interweaving of psychedelic techniques and depictions and indictments of the consumerist society of Japan and the United States at the time. The mashup of visuals and texts makes them seem alive and tastefully grotesque.

DL: How do you feel about all the awards and recognition you had, is it hard to be famous?

JW : When I first started participating, I felt hard. Once I am familiar with the process, I find it easier.

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

JW : Black, Tokyo, meat, summer/fall, paper and Lemaire.

DL: Please tell us a little memoir, a funny thing you had experienced as a designer?

JW : I used Microsoft Word to do stationery layout design based on the client's needs.

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

JW : I like graphic design with passion and I enjoy the process when I explore more possibilities in my works.

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

JW : Actually not. I thought I would be a retailer.

DL: What do you think about future; what do you see will happen in thousand years from now?

JW : Technology is getting increasingly advanced, and everyone's vacation may be spent on an alien planet.

DL: Please tell us anything you wish your fans to know about you, your design and anything else?

JW : My style always varies with the client's needs. But I am trying to maintain a timeless and elegant style that is cosmopolitan, sophisticated and rich in influence. Every project is accented over time. I care about story-telling and systems in my design work. I am still trying to find a unique story and making a balance based on the information that clients provide. For my personal design style, the logical system with a story is the key point of my design. I hope my work can create a connection with the audience or create a world for them to experience.