Interview with Zhike Yang

Zhike Yang ("ZY") interviewed on Tuesday, 28 May.

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

ZY : I have over 7 years of experience in the industry, specializing as a storyboard artist and narrative visualizer. I founded Boxon Media in 2018, which has since developed compelling narratives for a variety of platforms, including feature films and VR movies. My work has involved collaborating with prominent companies like Warner Bros., Aniplex, and ByteDance. I hold a robust educational background with a degree from the School of Visual Arts, and my self-taught skills have been refined through feedback from industry professionals. My portfolio includes award-winning projects that showcase my ability to create emotionally resonant and visually stunning stories.

How did you become a designer?

ZY : I became a designer driven by my passion for storytelling and visual narrative. Growing up, films like "Frozen" and "Spirited Away" deeply inspired me, awakening a desire to create compelling visual stories. My journey began with self-taught storyboard skills, refined through invaluable feedback from industry professionals. Working with prominent companies like Warner Bros. and ByteDance, I honed my craft. It was an internal drive to tell stories that resonate emotionally with audiences that propelled me into this field.

What are your priorities, technique and style when designing?

ZY : My top three priorities when designing are emotional resonance, narrative coherence, and visual impact. I focus on creating designs that evoke strong emotions and tell compelling stories. My approach integrates both traditional sketching and digital tools like Photoshop and Storyboard Pro. I often start with hand-drawn sketches to capture the initial idea, then refine them digitally. My style is characterized by dynamic compositions and a deep understanding of character emotions and story pacing.

Which emotions do you feel when designing?

ZY : Designing fills me with a mix of excitement and fulfillment. The initial idea phase is thrilling as I explore new concepts and possibilities. Throughout the process, there's a sense of joy in bringing ideas to life and solving creative challenges. The most rewarding moment is seeing the final design resonate with the audience, knowing it has made an emotional impact. Designing is a journey that continuously fuels my passion and happiness.

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

ZY : My background in visual communication and storytelling has significantly shaped my design approach. Skills like empathy, communication, and collaboration are essential. Working with diverse teams and receiving mentorship from industry leaders have been invaluable. The ability to understand and convey emotions through visual narratives is a key aspect of my work. My journey has been influenced by a desire to create meaningful and impactful stories that connect with people on a deeper level.

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

ZY : My growth path involves expanding Boxon Media's reach and impact in the narrative design field. I aim to push the boundaries of storytelling in new media like VR and interactive experiences. My dream project is to create a feature film that combines traditional storytelling with cutting-edge technology, exploring complex human emotions and societal themes. I aspire to be remembered as a designer who brought innovative and emotionally resonant stories to life.

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

ZY : To young designers, I advise embracing continuous learning and seeking feedback. Don't be afraid of failure; it's a part of the creative process. Surround yourself with mentors and peers who inspire and challenge you. Focus on developing a strong foundation in both traditional and digital skills. Stay curious and open to new experiences. The best advice I received was to stay true to your vision but remain adaptable to change.

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

ZY : For fellow designers, I suggest focusing on society's pain points and emotional connection. Understand your audience and create designs that resonate on a personal level. Stay updated with industry trends and technology but don't rely solely on them. Maintain a balance between creative vision and practical execution. Avoid common pitfalls like overcomplicating designs or ignoring feedback. Success comes from a combination of passion, persistence, and the ability to adapt and evolve.

What is your day to day look like?

ZY : My typical day starts with a review of ongoing projects and a quick scan of industry news to stay updated with the latest trends. I begin my business morning by sketching new ideas or refining storyboards. Meetings with the team to discuss project progress and creative direction are a staple. Little moments of joy come from seeing a concept evolve and receiving positive feedback. I also find happiness in spontaneous brainstorming sessions and the occasional creative breakthrough during routine tasks.

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

ZY : I believe in the timeless nature of design trends. Once we understand the fundamental emotions and needs of our audience, we can create trends rather than follow them. I stay updated with industry publications, webinars, and professional networks, but I also trust in my personal design style to lead the way. My inspiration comes from blending classic principles with contemporary insights, ensuring my designs are both relevant and innovative.

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

ZY : A well-designed product or project resonates emotionally with the audience, fulfills its intended function seamlessly, and stands the test of time. Good design, to me, is intuitive, engaging, and meaningful. It avoids unnecessary complexity while delivering a powerful narrative. A design is good if it effectively communicates its story and purpose, creating a lasting impact.

How do you decide if your design is ready?

ZY : I know a design is ready when it evokes the intended emotions and effectively communicates the story without any unresolved elements. While there's always room for improvement, a design reaches a point where additional changes may not add significant value. I decide to move on when the design aligns with the project's goals and client expectations, and after receiving constructive feedback from peers.

What is your biggest design work?

ZY : One of my most significant projects is the animated film "RenaiDance." This project was particularly challenging and rewarding, blending cutting-edge technology with traditional culture background. The film explores deep emotional themes and was recognized internationally, including a nomination for the 2021 Oscar Student Academy Award. Its success lies in the meticulous attention to narrative and visual details.

Who is your favourite designer?

ZY : I admire Hayao Miyazaki for his unparalleled storytelling and visual artistry. His ability to create immersive worlds with rich narratives and emotional depth is inspiring. If given the chance, I would love to converse with him about his creative process and vision.

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

ZY : My favorite city is Beijing, as it offers a blend of deep ancient culture and a modern, convenient lifestyle. Growing up in Changsha, a city known for its spirit of courage and determination, has significantly shaped my personality and creative drive. This environment fostered my willingness to explore new experiences and challenge myself. Music also plays a vital role in my creative process, often inspiring the emotional depth and narrative elements in my work. My cultural background deeply influences my storytelling, allowing me to infuse my designs with rich, meaningful context.

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

ZY : Collaboration and innovation are at the core of my work culture. I value open communication and a supportive environment where ideas can flourish. I work closely with a talented team, ensuring that each member's strengths are utilized effectively. Selecting business partners involves looking for shared values and a commitment to excellence. The biggest challenges include staying ahead of industry trends and continuously pushing creative boundaries.

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

ZY : As a designer and storyteller, I believe in giving back to the community that has fostered my growth. I provide opportunities for students through training programs that allow them to gain hands-on experience in the industry. This initiative helps budding designers and artists develop their skills and gain practical knowledge, preparing them for future challenges. Additionally, I am actively involved in design events and conferences, where I mentor young talents and share insights, encouraging the next generation of designers to pursue their passions and contribute to the field.

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

ZY : Participating in the A' Design Award has been a rewarding experience. The guidance provided is detailed and clear, ensuring that participants understand each step of the process. The calling service is timely and responsive, offering support whenever needed. These aspects make the competition experience smooth and beneficial, allowing designers to focus on showcasing their best work. Being a part of such a prestigious award has contributed significantly to my career growth and design skills, offering recognition and opportunities for further advancement.

Zhike Yang Profile