Interview
China
Xingyue Deng is a Creative Director from Chengdu, China, with a passion for creativity. He believes creativity is the power to inspire, evoke emotions, and solve problems. Deng thrives on bringing ideas to life and making a positive impact through his work, which involves graphic design, branding, and product development.
1 Please give us a brief bio of yourself and your creative background.
Dear Committee, I am Deng Xingyue, a designer from Chengdu, Sichuan, China, and I am honored to receive the 2024 Muse Creative Awards. The project awarded is for an innovative elevator brand. The creative inspiration for this work stems from the Chinese characters "?" (sh
2 What made you become/why did you choose to become a creative?
I have always been drawn to the world of creativity since I was young. Growing up, I found joy in expressing myself through art and design. I believe creativity has the power to inspire, evoke emotions, and solve problems in unique ways. It was this passion for exploration and innovation that led me to pursue a career as a creative professional. I find fulfillment in bringing ideas to life and making a positive impact through my work.
3 Tell us more about your business/company, job profile, and what you do.
I am currently working for Chengdu Mifang Culture Communication Co., Ltd (FindDesign), a design firm based in China. As a Creative Director, my responsibilities revolve around overseeing creative work. I work closely with clients to understand their needs and goals, and then use my creative skills to develop innovative solutions that meet or exceed their expectations. Whether it's graphic design, branding, or product development, I thrive on the challenge of bringing ideas to life and delivering high-quality results. Our company prides itself on fostering creativity, collaboration, and excellence in every project we undertake.
4 What does “creativity” mean to you?
Creativity, to me, is the ability to think outside the box, to break free from conventional thinking, and to generate original ideas or solutions. It involves combining imagination, innovation, and problem-solving skills to create something new or approach challenges in unconventional ways. Creativity is not bound by rules or limitations; it's about embracing curiosity, taking risks, and exploring possibilities. Ultimately, creativity is a powerful force that fuels progress, inspires change, and enriches our lives.
5 To you, what makes a “creative” idea and/or design?
To me, a 'creative' idea or design is both original and effective. It breaks away from the norm, challenges conventions, and offers a fresh perspective. A creative idea is innovative and can capture attention, evoke emotion, or uniquely solve a problem. It shows a deep understanding of the context and the audience and conveys its message clearly and compellingly. In addition, a creative idea or design often exhibits elements of craftsmanship, attention to detail, and thoughtful execution. Ultimately, it leaves a lasting impression and inspires others.
6 Tell us about your creative and/or design process.
During the design process, we pay special attention to balancing the needs of users and buyers, consistently incorporating our visual focal point symbolizing "up and down." Stripping out unnecessary embellishments, we focus on using environmentally friendly materials, ensuring consistency across all brand elements. We aim to convey a visual experience that is simple, direct, unadorned, and trustworthy.
7 What's your favorite part of the creative process and why?
My favorite part of the creative process is the initial ideation stage. I enjoy the freedom to explore different concepts and push the boundaries of what is possible. It's a time when creativity knows no limits, and I can let my imagination run wild. I find inspiration in brainstorming sessions, sketching ideas, and collaborating with others to bring diverse perspectives to the table. This stage sets the stage for the entire project and sparks excitement for the creative journey ahead.
8 Describe your creative style and its main characteristics.
My creative style can be characterized as minimalist and contemporary, with a focus on simplicity, clarity, and functionality. I believe in the power of clean lines, balanced compositions, and restrained use of color to create visually impactful designs. Attention to detail is paramount in my work, as I strive to achieve elegance and sophistication in every project.
9 Do you think your country and its cultural heritage has an impact on your creativity process?
Yes, I believe that my country and its rich cultural heritage have a significant impact on my creative process. China has a long history of art, literature, philosophy, and craftsmanship, which serve as endless sources of inspiration for me.
10 Congratulations! As the winner of the 2024 MUSE Creative Awards, what does it mean to you and your company and team to receive this award distinction?
Thank you! Winning the MUSE Creative Award 2024 is a tremendous honor for me, my company, and my team. It is a recognition of our dedication, creativity, and commitment to excellence in the field of design. This award not only validates our hard work and innovative approach but also motivates us to continue pushing the boundaries of creativity and delivering exceptional results. It strengthens our position as industry leaders and inspires us to strive for even greater achievements in the future. Most importantly, this award is a testament to the collective effort and talent of our team, whose passion and expertise have been instrumental in our success. We are immensely proud of this achievement and grateful for the opportunity to showcase our work on a global stage.
11 Can you explain a bit about the winning work you entered into the 2024 MUSE Creative Awards, and why you chose to enter this project?
The winning entry we submitted to the MUSE Creative Awards 2024 focuses on providing humane care for the elderly in society. We chose this project because it represents the culmination of our team's creativity, innovation, and expertise. From initial concept development to final execution, this project demonstrates our ability to deliver impactful and visually stunning solutions that exceed client expectations. In addition, we believe that this project exemplifies the values and standards of excellence upheld by the MUSE Creative Awards, making it an ideal candidate for submission. Overall, entering this project provided us with the opportunity not only to showcase our capabilities but also to celebrate the collaborative effort and dedication that went into its creation.
12 What was the biggest challenge with this project?
The biggest challenge with this project was balancing emotional expression with functional requirements during the design process. Since the project focused on providing humane care for the elderly in society, we needed to create work that not only conveyed warmth, empathy, and resonance but could also be applied practically to real-world issues. Therefore, we had to find a balance in the design that ensured that our solutions were emotionally impactful while also being operationally feasible and sustainable.
13 How has winning an Award developed your practice/career?
Winning an award has greatly enhanced my practice and career in several ways. First of all, it has enhanced my credibility and reputation within the industry, establishing me as a recognized expert in my field. This recognition has led to increased opportunities for collaboration, networking, and professional growth. In addition, winning an award has increased my visibility and exposure, attracting new clients, projects, and partnerships. It also served as a validation of my creative abilities and expertise, instilling confidence in both clients and colleagues. Overall, winning an award has been a milestone in my career, opening doors to new possibilities and furthering my success in the creative field.
14 What are your top three (3) favorite things about our industry?
1: Infinite possibilities for creativity. 2: Collaboration with clients and teams. 3: Impact and expression.
15 What makes your country specifically, unique in the creative industry?
Many reasons make my country unique in the creative industry. First, China has a long and rich history and cultural heritage, providing abundant inspiration and materials for our creative industry. From ancient art and literature to modern technological and design innovations, China's cultural heritage offers endless creative resources.
16 Where do you see the evolution of creative industry going over the next 5-10 years?
In the next 5-10 years, I foresee the creative industry evolving towards digitalization, cross-disciplinary collaboration, sustainability, and personalized experiences. Technological advances will drive innovation in creative works and solutions. In addition, there will be a growing emphasis on sustainability, social responsibility, and user experience in response to societal demands for these aspects.
17 If you were a student entering this industry or an aspiring MUSE Creative Awards submitter, what advice would you give them?
Keep learning and exploring: The creative industry is constantly changing and evolving, so it's important to stay curious and open-minded. Continuously acquire knowledge, master new skills, and be willing to try out new ideas and approaches.
18 What resources would you recommend to someone who wants to improve their skills in the creative industry?
Reading books and journals in relevant fields is an important way to enhance skills. By reading classic design theories, industry trends, and successful case studies, one can broaden their perspectives, gain inspiration, and master practical techniques and methods.
19 Tell us something you have never told anyone else.
One thing I've never shared with anyone before is that I've always been committed to continuous learning and self-improvement. I believe in constantly striving to expand my knowledge and skills to grow personally and professionally.
20 Who has inspired you in your life and why?
In my life, many people have inspired me, but if I had to pick one person who was the most influential, it would be my parents. They are my greatest role models and supporters, teaching me the values of resilience, hard work, and love for life. They not only inspired me through their actions but also instilled in me the right values and life goals. It is because of their encouragement and support that I have been able to pursue my dreams and continue to grow and improve. I will always be grateful for the impact and inspiration they have had on me.
21 What is your key to success? Any parting words of wisdom?
I believe that the key to success lies in perseverance, persistence, and striving for excellence. Challenges and obstacles are inevitable in the pursuit of goals, but maintaining a positive attitude, striving to overcome obstacles, and believing in one's abilities can lead to success. In addition, I believe that success also requires continuous learning and growth, maintaining a humble and open mindset, and sharing and collaborating with others for mutual progress. Finally, I would like to share a quote: "Success is not a destination, but a continuous pursuit." As long as you keep striving and pushing forward, you will find your way to success.
22 Do you have anything else you would like to add to the interview?
Thank you for giving me this opportunity to participate in the interview. I am grateful for the opportunity to share my experiences and insights. If there are any other questions or topics you would like to discuss further, I would be happy to help. Finally, I hope to contribute to the success of the MUSE Creative Awards through my participation and wish all participants the best of luck in achieving their desired results. Thank you!
Entrant Company
Chengdu Mifang Culture Communication Co.,Ltd
Category
Corporate Identity - Brand Identity