I am a Chinese designer, and I am committed to Brand full case design; I advocate the cultural expression of "When the East meets the West" in design, and insist on originality in design, so as to promote social progress and development!

I was born into a scholarly family and learned painting since childhood. I grew up in the 1980s and 1990s, when China's reform and opening up had undergone tremendous changes. More and more market demands have made me devote myself into commercial design.

In 2013, I founded TSDdesign in Shanghai, which provides holistic branding services for its clients. These include brand planning, graphic design, SI terminal image design, architectural space design, website design, as well as commercial photography, film and television planning and production, etc.

In China, we have received widespread market praise and won many international design awards including MUSE. Currently we are preparing for TSDdesign Los Angeles.

To me, "creativity" means that this attitude is the attitude of people toward the world's continuous exploration. I think the progress of people's civilization is driven by "creative".

From the perspective of commercial design, I believe that creativity is based on a deep understanding of local culture, combining brand products and actual market conditions, spending a lot of energy and time, in-depth investigation and research, repeated thinking, and after trying, quantitative changes produce qualitative changes. The inevitable result.

Generally speaking, our creative design service process is as follows: 1) interviews and market research; 2) brand concept combing; 3) brand creative naming; 4) brand image creative design; 5) product development suggestions; 6) brand product development and design ; 7) Brand and product promotion design; 8) Brand implementation design.

My favorite part is: 2) brand concept combing; 3) brand creative naming; 4) brand image creative design; because these tasks involve designers' in-depth understanding of culture, in-depth understanding of the brand, and in-depth understanding of the market. These are The most challenging creative design work!

My design style is the new minimalism of modernism combined with oriental culture.

Traditional Chinese culture has a profound influence on my artistic and creative ideas. At the same time, the Bauhaus culture from Europe and the American business design language have the same influence on me.

I think that cultural integration is the trend of modern design. Only original designs that take the concept of local culture as the origin of creativity and integrate international aesthetics can stimulate the resonance of people of different races and civilizations. Creative design transcends politics and the borders of the country!

Thank you very much! Won the 2021 MUSE Creative Awards-Platinum Award, which will greatly enhance our professional influence in the international market, which will greatly help the future development of the entire company!

"20YEAR FAR-REACHING WORLD" is a collection of my personal works in the design industry for 20 years. In 2020, the world will come to a standstill due to the COVID-19 epidemic. Personally, there are many more days to stay at home. Using this time, I began to reflect on design, and I began to organize my previous design works, and this book was born.

This book also includes my latest poster work of "Live-Fight COVID-19". We are all going through this special period. This book is also a testimony.

It's too early to tell how winning this award will advance our firm or our process. But like I said, it's always nice to be recognized and celebrated by your peers.

I think the biggest challenge of this project is, "How should designers organize their design work?" This is a process of reflection and self-denial, which is more challenging than simply representing customers and brands.

Receiving an award is an excellent affirmation of a designer. Another aspect also proves that "cultural integration is the trend of modern design", whether it comes from the East or the West, it can be international!

What I like or pay attention to: 1. The emergence of new technologies; 2. The changes and releases of culture and fashion; 3. The exchange and communication in the professional field.

I think that based on our own cultural concepts, integrating international trends, and insisting on original designs, we will definitely stand out!

The Internet age and the COVID-19 epidemic have greatly changed our lives. In the next 10 years, some traditional designs will disappear, and the global market will undergo great changes, which will greatly change the direction of the creative design service industry.

For newcomers or students in the design industry, my suggestion is to read more and think more while honing your design skills, because a good designer needs a full range of comprehensive qualities.

"Packaging & Design" magazine (China), "Graphis" magazine and website (U.S.), "CA" Communication Art Magazine (U.S.). Pinterest.com, etc.

In recent years, my 6-year-old son has inspired me in my life. Because of him, my understanding of life has changed a lot from before. I think this is the encounter and grace arranged by God!

I think the key to my success is to "stick to originality." In the design industry, if you don't follow, don't imitate, you will be able to reap success after decades of persistence and accumulation!