I am Xiaodi Xie, a New York-based branding and digital designer and co-founder of the home decor brand YarnGi. With a master’s degree in Communication Design from Pratt Institute, my work combines modern minimalism with subtle nods to traditional aesthetics.

I focus on storytelling-driven designs that blend timeless elegance with contemporary innovation to create meaningful, impactful visuals.

I became a designer because of my fascination with the power of design to shape experiences and evoke emotions. My early admiration for Apple products and their seamless blend of functionality and beauty ignited my passion.

Over time, I realized that design is not just about aesthetics but also about storytelling and problem-solving, which motivated me to pursue it as a career.

I am an independent designer specializing in branding and digital design. With a background in Communication Design from Pratt Institute, I focus on crafting visually compelling identities and experiences that tell meaningful stories and align with strategic goals.

To me, design is a powerful tool for communication and connection. It’s about solving problems with clarity and creativity, crafting visuals that not only function but also evoke emotion and tell a story. Design transforms ideas into impactful experiences.

My favorite kind of design is typography, particularly experimental type design. I’m inspired by how type can go beyond communication to become a visual art form.

Designers like Takahashi Yoshimaru, with his bold, innovative approach to type, demonstrate how traditional Japanese aesthetics can be reimagined in fresh, contemporary ways. His work pushes the boundaries of type design, making it both functional and deeply expressive.

To me, a 'good' design is one that seamlessly combines functionality, clarity, and emotion. It solves problems effectively while resonating with its audience, creating a lasting impact.

A good design doesn’t just look beautiful—it tells a story and serves a purpose.

My design style blends modern minimalism with subtle storytelling and a touch of traditional aesthetics.

It’s characterized by clean lines, balanced compositions, and thoughtful use of typography to create designs that are both functional and emotionally engaging. I strive for simplicity that communicates depth and meaning.

My design process starts with research to understand the client’s goals and audience. I then brainstorm, sketch, and iterate ideas, refining the chosen direction with attention to detail.

Feedback is key throughout, ensuring the final design is clear, functional, and impactful.

Yes, Yunnan’s rich cultural and natural heritage deeply influences my design process. The region’s vibrant ethnic traditions, intricate patterns, and connection to nature inspire my approach to balance and harmony.

These elements often guide me in crafting designs that feel authentic, meaningful, and rooted in a sense of place and culture.

Thank you! Winning the 2024 MUSE Design Awards is an incredible honor that validates the dedication and creativity behind my work. It’s a milestone that inspires me to continue pushing boundaries and creating meaningful designs.

For my personal journey as an independent designer, this recognition highlights the impact of passion and persistence, and it motivates me to aim even higher in future projects.

The winning work is the branding design for Q-Lybrinth Bookshop, a project that beautifully marries identity and atmosphere. Centered around a rich dark green color palette, the design evokes a sense of calm and introspection, inviting visitors into a space where ideas and stories come to life.

As an evolving project, it continues to grow and adapt, reflecting the dynamic nature of the bookstore itself while maintaining its timeless and thoughtful branding foundation.

The biggest challenge was designing the logo. I needed to seamlessly integrate the bookstore’s stationery and curated book offerings into a single, cohesive mark that was both minimalistic and highly recognizable.

Balancing simplicity with clarity while capturing the essence of both aspects of the business required a thoughtful and precise approach.

Winning an award has significantly elevated my career by boosting my credibility and visibility within the design industry. It has opened doors to new opportunities, attracted a broader client base, and strengthened my confidence to take on more ambitious projects.

This recognition has not only validated my work but also inspired me to continue pushing creative boundaries.

Diverse Collaboration: Working with clients and teams from various fields brings unique perspectives, making every project an opportunity to learn and grow.

Constant Evolution: The design industry is always evolving with new trends, tools, and technologies, keeping the work exciting and dynamic.

Endless Creativity: The design industry thrives on fresh ideas and innovation, constantly challenging me to think outside the box.

Chinese design industry stands out for its unique blend of cultural heritage and modern innovation. Rich traditions, from intricate patterns to symbolic motifs, provide a deep well of inspiration, while rapid technological advancement drives bold, futuristic experimentation.

This fusion creates designs that are both deeply rooted in history and forward-looking, offering a distinctive voice that resonates on a global scale.

Over the next 5-10 years, the design industry will be heavily influenced by AI, streamlining processes, enhancing personalization, and unlocking new creative possibilities. However, the true evolution lies in finding a balance—using AI as a tool to support creativity without letting it dominate or replace human ingenuity.

Ethical considerations will be critical, ensuring AI is used responsibly and doesn’t stifle originality. Designers will need to embrace technology while preserving the human touch that makes design meaningful and impactful.

Stay curious and keep learning—design is a constantly evolving field, so embracing change is key. Focus on building a strong foundation in design principles while experimenting with new tools and techniques.

Don’t be afraid to take risks or showcase your unique voice in your work. And most importantly, believe in your vision and stay persistent—it’s the key to making an impact and standing out in this industry.

I recommend for deeper insights, by Bruno Munari is a fantastic choice for exploring the relationship between creativity and everyday life.

Platforms like Skillshare, Domestika, and LinkedIn Learning are great for mastering tools like Figma, Adobe Suite, and creative coding. Following blogs like It’s Nice That and Behance can also keep you inspired and updated. Above all, practice regularly and seek feedback to grow.

Folding paper has always been my secret tool for generating ideas. The process of creating shapes and forms with my hands helps me think beyond the digital screen, sparking unexpected design solutions and fresh perspectives.

My mom has been a huge inspiration in my life. She’s a lifelong learner who thrives on connecting with people of all ages, always curious and open to new perspectives.

Her ability to stay refreshed and engaged with the world has taught me the importance of adaptability and the value of constantly learning and exploring new ideas.

My key to success is simple: when you’re passionate about something, start. Be persistent and stay the course—opportunities will find you when the time is right. "The journey unfolds in the doing. Trust the process, and your path will reveal itself."

I’d like to add that design is not just a profession for me—it’s a way of thinking and connecting with the world.

Through design, I don’t aim to chase a perfect world, but rather to find meaningful ways to narrate my life and experiences. Thank you for the opportunity to share my journey!