Interview with Shaoyang Chen

Shaoyang Chen ("SC") interviewed on Monday, 30 October.

Could you please tell us about your experience as a designer, artist, architect or creator?

SC : Before my design career, I briefly worked at NBC Missouri affiliate as a digital producer. Afte that, I started my design career as an editorial designer at Missourian newspaper (Columbia,MO), Avenue magazine (New York,NY). After graduating from School of Visual Arts with a design master, I worked at San Francisco Film Festival as a branding designer. During this time, I also worked on some freelance projects with film directors, Land Rover, artists and art museums.Currently I am working at Wieden Kennedy and worked on art direction projects for HP and Vacation.

How did you become a designer?

SC : I have always been a "magazine junkie" and it was so natural that I got myself interested in graphic design while collecting infinite indie magazines.

What are your priorities, technique and style when designing?

SC : I learn "300% rule" at Wieden Kennedy. I always bring in 300% creativity when I first started a project. Even there might be any restraints from clients and brands, since we have 300% creativity on the table, clients and I can have more freedom to pick and choose what we want. The final design solution can be as close to as 100% creativity.

What particular aspects of your background shaped you as a designer?

SC : My journalism background trained my perspective and helps me bring in more storytelling into my design.

What is your growth path? What are your future plans? What is your dream design project?

SC : During my partnership with different clients, I came to realize that design is a service-focused art form. Communication is very important. I would love to hop on more film and music projects for the coming year.

What are your advices to designers who are at the beginning of their career?

SC : Hardworking, perseverance and resilience will take you to your dream project.

You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?

SC : One difficulty I came across most when I first started is that designers are usually active in a very tight, inner circle. I wish my peers can build a more open-source community for future designers.

What is your day to day look like?

SC : I start my day with a 30 minute work-out. And when I arrived at my office, I try to make a list of things that I should finish by the end of day. After that, I will grab a coffee and be ready to work.

How do you keep up with latest design trends? To what extent do design trends matter?

SC : Personally, I don't care much about design trends. Everyone is able to start the next trend as we are living in the internet era. But I do check out art magazines as I am constantly curious about what's happening with the new generation.

How do you know if a product or project is well designed? How do you define good design?

SC : If you can get the idea at the first glance, then that design is a good one. Good designs always send out clear and crystal messages.

How do you decide if your design is ready?

SC : A design can never be ready as most designers are just perfectionist by nature. Realistically, there's always a deadline waiting for the designers. And designers should bring 300% creativity force until they hit the finish line.

What is your biggest design work?

SC : Always the next one.

Who is your favourite designer?

SC : Recently I really like Richard Turley. His design is a perfect combination of humor, storytelling and fine taste.

Would you tell us a bit about your lifestyle and culture?

SC : I had lived in many cities. I was brought up in China and lived in Tokyo for half a year. And after that I lived in Missouri, New York City, Chicago, Las Vegas, the bay and currently live in Portland, Oregon.The cultural influences from all the places I have ever lived really help shapes my unique perspective of things, which I constantly feel grateful for.

Would you tell us more about your work culture and business philosophy?

SC : As I taking more clients and projects, I realize strategy is part of design as well. A good design combines a strong concept, a fine execution and a smart strategy. A good design presentation requires designers to have a visual fluency to complete the performance of explaining a design idea.

What are your philanthropic contributions to society as a designer, artist and architect?

SC : I always try my best to help young creatives in the industry. Part of the reason that I started the company is to help young and indepdent film directors by making design resources more accessible.

What positive experiences you had when you attend the A’ Design Award?

SC : It's my first time participating in this award and I feel lucky to win this award. I am very grateful of being the designer of the day. I hope my experience can encourage more designers.

Shaoyang Chen Profile