Interview with HE LIU

HE LIU ("HL") interviewed on Wednesday, 18 October.

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

HL : As a visual designer, I have over six years of valuable industry experience. Currently, I am working as a lead designer in a famous fashion company in Los Angeles. In this role, I lead teams across multiple brands and have successfully worked with several well-known brands including Macy's, Shopbop, and Nordstrom.

How did you become a designer?

HL : My journey into the world of design was inspired by my mother, who is a professional architect. Growing up with her, I developed a deep appreciation for art and aesthetics. When I picked up a pencil at the age of six, I knew I had found my passion for artistic expression. As I explored the beauty of design, I became captivated by its challenges and the opportunity to break old rules and establish new ones. This led me to pursue studies in graphic design in China before coming to the United States. Now, as the Chief Designer in my current role, I thrive on innovation, exploration, and helping brands build meaningful connections with their audiences.

What are your priorities, technique and style when designing?

HL : I divide the entire design process into six steps. The first step is Exploration: gaining insights into the problem. After receiving the requirements, it is crucial to understand the business context, product objectives, and user demographics. The second step is Divergence: generating various solutions through brainstorming. Following that, we move into the Design phase, where we refine and select the optimal solution that meets the client's needs. Next comes the Delivery of the final work. Lastly, we validate the commercial impact of the design solution, ensuring its alignment with market demands and helping the brand enhance its visibility.

Which emotions do you feel when designing?

HL : Designing "Xizang Shannan" fills me with awe, responsibility, excitement, and a sense of introspection. I'm inspired by the region's natural beauty and cultural richness, and I feel a deep commitment to honoring its heritage. Exploring the unique colors, patterns, and textures of the area fuels my passion, while I approach the design process with sensitivity and attention to detail. Overall, it's an emotionally rewarding experience to showcase the beauty and significance of "Xizang Shannan" through my design work.

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

HL : My experiences of studying and working in both China and the United States have deeply enriched my perspective on life. It has allowed me to embrace a diverse range of influences and appreciate the beauty of cultural fusion. With a harmonious blend of Western thinking and Eastern aesthetics, I bring a unique and human touch to my creations. Furthermore, my passion for illustration enables me to infuse my work with a sense of warmth and emotion, creating a genuine connection with viewers and evoking a shared appreciation for beauty.

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

HL : I come from China, a land steeped in a rich traditional culture that holds not only a long history but also deep cultural significance. The traditional customs and values of my nation have greatly influenced modern art and design, leaving an indelible mark on the creative landscape. What truly excites me is the opportunity to infuse Chinese traditional culture into contemporary artistic expressions, as it has become a prevailing trend and an inherent characteristic of our evolving world. Through the study and exploration of our cultural heritage, I have come to realize that it is through this profound connection with our past that we can create meaningful art and design that resonates with people on a deeper level. It is a testament to the power of tradition and the human spirit, bridging the gap between different cultures and fostering a sense of unity and understanding. My ultimate goal as a designer is to shed light on the richness of Chinese culture, allowing the world to embrace our values, ethos, and virtues. By showcasing our country's exceptional cultural legacy and traditional arts, I hope to foster appreciation and promote cultural exchange, enabling us to forge a more interconnected and compassionate global community.

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

HL : As a designer who has been working for many years, the following is my experience: Find your strengths, and as you begin your design career, remember that your voice and perspective are your greatest strengths. Embrace your individuality and let it shine through in your work. Your personal history, passions, and values ​​will infuse your designs with an authentic and human touch that will set you apart. Take every opportunity to learn. Have an experienced designer by your side who can provide direction and guidance. Their insights and wisdom will help shape your skills and perspective. Also, don't hesitate to collaborate with designers and professionals from different backgrounds. Through collaboration, you'll gain fresh perspectives, learn new techniques, and make meaningful connections. Design with Empathy. Design is not just about aesthetics; it's about solving problems and improving people's lives. Build empathy by putting yourself in the shoes of your target audience. Understand their needs, wishes, and challenges. Designs designed to positively impact their lives. Let empathy guide your decision-making process and create designs that resonate on a deeper level. Stay passionate, design is a journey that requires passion, dedication, and persistence. Stay true to your love of design and let it be your driving force. Approach challenges with a positive attitude, knowing that every obstacle will bring you closer to your goal. Be open to feedback, keep improving your skills, and never stop exploring new ideas and technologies.

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

HL : Stay true to your original aspiration and forge ahead.

What is your day to day look like?

HL : Every day, the first thing I do when I arrive at the office is to start the day with a cup of coffee, energizing myself for the day ahead. Typically, I begin by browsing through design news or fashion updates, searching for the latest design trends and elements, and making notes of interesting findings. After that, I dive into my daily work routine. During my free time, I enjoy visiting various exhibitions. It's not just limited to art exhibitions; I also love watching movies and documentaries. Design is a field that encompasses a wide range of disciplines, and that's what fascinates me. The ability to explore different realms and draw inspiration from various sources is what keeps me engaged and passionate about my work.

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

HL : I make it a habit to browse various design news sources and explore the latest design elements and trends. While it's important to stay updated with the latest trends, I understand that blindly following them may not always lead to the most effective design direction. However, incorporating relevant trends in a thoughtful and strategic manner can bring a certain level of attention and engagement to projects. It's about finding the right balance between incorporating trends and maintaining a unique and authentic design approach that resonates with the target audience.

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

HL : The artistic influence and years of experience have honed my ability to discern quality in design. Drawing upon solid design techniques and a strong design thinking foundation, I am able to evaluate works with a critical eye. However, I firmly believe that art is subjective, and there is no definitive right or wrong. What truly matters is the value and impact that work carries. As long as a piece resonates with its audience and brings something meaningful to the table, it can be considered a remarkable work of art.

How do you decide if your design is ready?

HL : I firmly believe that there is always room for growth and improvement in every design. However, a truly exceptional design goes beyond aesthetics. It is purposeful, addressing specific needs and objectives, and it has the power to create tangible business value. By aligning design with strategic goals and user requirements, we can unlock the full potential of a design and ensure its success in delivering meaningful results.

What is your biggest design work?

HL : Entering a fashion company posed my first major challenge as I was tasked with leading a team to create the website for our brand, GREY LAB. The process of website creation proved to be lengthy and filled with challenges. In the rapidly evolving fashion industry, especially in a fashion hub like Los Angeles, designing a website that stands out in the market becomes a tremendous endeavor. Fashion websites have become a primary platform for brand promotion and interaction. To achieve a successful design, it is crucial to consider various aspects, including user experience, brand identity, and visual appeal. To better understand GREY LAB, I engaged in detailed discussions with the brand's founders and fashion designers, learning about the brand's origins, design philosophy, and future aspirations. I analyzed the evolving preferences, spending habits, and lifestyle choices of our target audience to ensure our design resonated with them. Additionally, I delved into the recent market shifts surrounding GREY LAB. Furthermore, our boss had an ambitious timeline of launching the website within a month. Web designers understand the immense challenge of delivering a complete website, from visual design to development, within such a tight timeframe. Our team had to re-strategize and make compromises on certain elaborate ideas and functionalities to meet our boss's expectations. After two intense months of rapid brainstorming and hard work, we successfully launched the website in February 2022. To our delight, we received over a hundred orders on the very first day, indicating a promising start for GREY LAB's online presence.

Who is your favourite designer?

HL : Alan Chan

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

HL : Melbourne is my city of choice, it's full of art. The perfect fusion of history and modernity, the whole city is inclusive and prosperous.

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

HL : I work both individually and with a team. It mainly depends on the project intent and efficiency requirements.

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

HL : The purpose of this work in Shannan, Tibet is to use the power of art to bring vitality to urban development. Although it is commercial cooperation, looking forward to the future, the value it brings to the development of the city is immeasurable.

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

HL : First and foremost, I would like to express my gratitude to the judges for their wise and impartial evaluation. Winning this award has significantly boosted my professional confidence and has opened doors to valuable resources, such as an increased client base and media coverage. Moreover, achieving this award was a direct part of my career plan, signifying that I am getting closer to my professional goals.

HE LIU Profile