Interview with Shinga Yoshimine, Yitian Zeng

Shinga Yoshimine, Yitian Zeng ("SYYZ") interviewed on Wednesday, 7 May.

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

SYYZ : I have around four years of experience in the design industry. My journey began in graduate school, where I focused on UX/UI design and discovered my passion for creating meaningful digital experiences. Since then, I’ve worked with a variety of startups and mid-sized companies, offering services ranging from branding to UX/UI design. Some of the startups I’ve collaborated with are backed by Y Combinator, which has given me the opportunity to work on fast-paced, impact-driven projects.

How did you become a designer?

SYYZ : I officially studied UX/UI design in graduate school, but much of my growth as a designer has been self-taught through hands-on projects and continuous exploration. I’ve always been drawn to creating things—even as a child—and design felt like the perfect way to combine creativity with problem-solving. After gaining experience and building confidence in my skills, I launched my own design studio, which has allowed me to work with a range of clients and lead projects from start to finish.

What are your priorities, technique and style when designing?

SYYZ : My top priorities in design are clean aesthetics, emotional impact, and intentionality. I always aim for a clean and minimal design that feels uncluttered and easy to navigate. At the same time, I want my work to evoke emotion—whether it’s a sense of trust, calmness, or curiosity—depending on the project's purpose. Lastly, every element I include must be intentional. Nothing is there just for decoration; each detail should serve a purpose and support the overall message.

Which emotions do you feel when designing?

SYYZ : I feel the most excited when I move from research and inspiration into the actual creation phase. That moment when ideas start to take shape visually is incredibly energizing. There’s a deep sense of fulfillment in seeing something shift from a rough idea into a refined, meaningful experience. For me, design is both a creative outlet and a way to make a real impact.

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

SYYZ : My Japanese background has had a strong influence—especially the cultural appreciation for simplicity, balance, and subtle beauty. This naturally led me toward a minimalist, intentional design style.

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

SYYZ : My growth path has been a mix of continuous learning, hands-on experience, and staying open to new challenges. I started with UX/UI in grad school, then expanded into branding, web design, and eventually launched my own design studio. Moving forward, I want to become an even more versatile designer, exploring motion design, creative direction, and emerging technologies like AI.

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

SYYZ : As much as learning design tools and software is important, I believe communication skills are just as crucial. You could create a great design, but if you don’t know how to explain your thinking or present it effectively to clients, your ideas might not be fully appreciated. Being able to talk through your design decisions and guide clients with confidence is a key part of the job. I also can’t stress enough how important networking is. Surrounding yourself with the right people and becoming part of a creative community can help you open doors, build collaborations, and grow faster as a designer.

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

SYYZ : Stay open and absorb inspiration from everywhere, not just within the design industry. Some of the most unique and creative ideas come from unexpected places like nature, conversations, architecture, or even everyday experiences. Also, try to stay curious, adaptable, and humble. Even as you gain experience, there’s always more to learn from other fields, from users, and from collaboration.

What is your day to day look like?

SYYZ : I usually start my day by browsing design platform and chatting with my colleagues to get inspired and stay updated. Since design work often means sitting at a desk for long hours, I like to change my environment from time to time. When the weather’s nice, I’ll take my laptop outside and work in the sun. Discovering a cool design or creative idea always makes me happy and excited.

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

SYYZ : I usually keep up with design trends by browsing social media, design platforms, and discussing ideas with my colleagues. I think trends do matter to some extent. They surely help keep designs fresh and relevant. Just because something is popular now, that doesn’t mean it will last, so I try to incorporate only the elements that align with the projects to still feel meaningful over time. Especially when working with clients, I’m careful not to follow trends just because they are cool. Instead, I blend timeless design principles with a bit of trends to create work that’s both current and sustainable.

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

SYYZ : Visual appeal is definitely important since it creates the first impression and draws users in. But good design goes far beyond the way it looks. A design is successful when it serves a clear purpose, solves the right problem, and aligns with both user needs and the client’s goals. For me, a well-designed product has a balance between visuals and function. One common mistake is focusing too much on how something looks without considering how it works or what it’s trying to acomplish.

How do you decide if your design is ready?

SYYZ : Once I feel my design is getting ready to go, I usually ask my colleagues for feedback. Getting an outside perspective helps me realize things I might have missed. I don’t believe design is ever truly "finished." There’s always room for improvement, but at some point, you have to trust the process and move forward.

What is your biggest design work?

SYYZ : One of my biggest and most meaningful design projects was creating the branding and website for a consulting company. I was responsible for defining the company's tone of voice, designing the logo, and building a website that reflected their values and vision. What made this project special was that I had the opportunity to shape their entire brand identity from scratch. I worked closely with the client to understand their goals and audience.

Who is your favourite designer?

SYYZ : I don't have a single favorite designer and that is intentional. I try to stay as open to anything as possible, so I don't develop biases or limit my perspective in design. I believe there’s always something to learn from every designer.

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

SYYZ : As someone from Japan, my culture definitely influences my design approach. Japanese culture values simplicity, balance, and aesthetics which naturally guides me toward a more minimalistic and intentional design style. Music also plays a part in my design process. It helps set the mood and keeps me focused. I’m currently based in California, where I run my design studio.

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

SYYZ : I usually work independently on smaller projects, but I also collaborate closely with my colleagues on larger ones. I believe building strong working relationships is essential. When working with others, I prefer people who are comfortable with quiet focus and who appreciate subtle, thoughtful communication. The core challenge in this profession is finding the balance between creativity and practicality, and a great designer should be empathetic, detail-oriented, and adaptable.

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

SYYZ : I believe design has the power to do good, and I try to give back whenever I can. I believe design can have a positive impact when used with intention. For me, it's about creating work that’s thoughtful, inclusive, and improves everyday experiences.

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

SYYZ : Participating in the A’ Design Award has been a truly rewarding experience. One of the biggest benefits is exposure. I was able to have my work seen by a wider audience, including media, potential clients, and fellow designers, which ultimately helps me make valuable connections and opened up new opportunities. Another benefit is the learning aspect. Seeing so many incredible designs from around the world has inspired me and pushed me to grow.

Shinga Yoshimine, Yitian Zeng Profile