Interview with Kyla Gu from the United Kingdom

Xianghan Wang | MUSE Creative Awards
Interview with Xianghan Wang from the United States
July 4, 2024
Boxuan Lin | MUSE Creative Awards
Interview with Boxuan Lin of Warm Corner Design
July 4, 2024

Kyla Gu

Kyla Gu is a London-based graphic, brand, and transmedia designer. Her expertise spans multiple facets of design, including creative coding, motion design, and 3D. Allowing her to explore and expand the borders of graphic design.

1Please give us a brief bio of yourself and your creative background.
I am a London-based graphic, brand, and transmedia designer. With a solid foundation in design principles and techniques and a passion for creating impactful, creative visual experiences, I excel in developing comprehensive brand identities that resonate with target audiences. My journey in the creative realm has been a fusion of passion, dedication, and a thirst for innovation.
2What made you become/why did you choose to become a creative?
Creativity has always been my driving force. The ability to translate ideas into visually captivating experiences drew me into the design world. It's a realm where imagination knows no bounds, and each project is an opportunity to craft something remarkable.
3Tell us more about your business/company, job profile, and what you do.
In my role, I specialize in crafting comprehensive brand identities that resonate deeply with target audiences. With a keen eye for typography and a knack for motion design, I bring brands to life through engaging and immersive visual narratives.
4What does “creativity” mean to you?
Creativity, to me, is the power to transform imagination into reality. It's about pushing boundaries, challenging norms, and daring to innovate. It's the spark that ignites the soul and fuels the pursuit of artistic excellence.
5To you, what makes a “creative” idea and/or design?
A truly creative idea or design is one that not only captivates the senses but also leaves a lasting impression. It's about seamlessly blending innovation with aesthetics. Additionally, crafting experiences that resonate on both intellectual and emotional levels.
6Tell us about your creative and/or design process.
My creative process begins with deep immersion and research, understanding the essence of the brand and its audience. From there, I embark on a journey of exploration and experimentation, refining concepts through iterative design iterations until the vision comes to life in its full glory.
7What's your favorite part of the creative process and why?
My favorite part of the creative process is the moment of revelation when disparate ideas are combined into a harmonious whole. It's the thrill of discovery, the joy of creation, and the satisfaction of knowing that every stroke of the brush or line of code contributes to something truly extraordinary.
8Describe your creative style and its main characteristics.
My creative style is characterized by a seamless fusion of artistry and technology, where each design element is meticulously crafted to evoke emotion and inspire action. It's about marrying form with function, and aesthetics with purpose, to create experiences that transcend the ordinary.
9Do you think your country and its cultural heritage has an impact on your creativity process?

As a London-based graphic designer hailing from China, I believe that both my country of origin and my current cultural surroundings profoundly influence my creativity process. London's vibrant multicultural environment provides a rich tapestry of experiences, perspectives, and artistic influences that constantly inspire and inform my work.

Additionally, my Chinese heritage imbues my designs with a unique blend of aesthetic sensibilities, symbolism, and storytelling traditions that set them apart. Drawing from both my roots and my current surroundings, I strive to infuse my designs with a diverse range of cultural elements, creating visually compelling and culturally resonant experiences for audiences worldwide.

10Congratulations! As the winner of the 2024 MUSE Creative Awards, what does it mean to you and your company and team to receive this award distinction?
Winning the 2024 MUSE Creative Awards is a testament to the dedication and talent of mine. It's a validation of my commitment to excellence and innovation and a recognition of the transformative power of creativity in shaping the world around me.
11Can you explain a bit about the winning work you entered into the 2024 MUSE Creative Awards, and why you chose to enter this project?

Type Time is an experimental typography project about the relationship between time and typography. We usually read or write linearly. But what if we put the type into a higher dimension, the fifth dimension where the time is not long and grows linear but like a space, a box everything happens at the same time, but you can go to any time if you want.

So this is actually a speculative typography project that explores what the type will look like in the fifth dimension space. I found the construction of the clock is similar to the Jiugongge, which is a grid of Chinese characters. So I simulated the traces of the hour hand walking on the clock, recorded the vertices of the text in the grid, and formed a shape similar to the text under the clock.

This winning project was a culmination of months of exploration, creativity, and sheer determination. It embodied my vision for pushing the boundaries of design and storytelling, and I chose to enter it into the MUSE Creative Awards to share my passion and innovation with the world.

12What was the biggest challenge with this project?
The biggest challenge with this project was in the five-dimensional space, the text may not be read using our current logic, so I also made a translator. If you type the Chinese characters here you will see the Type Time font generated based on the rules I made and gradually disappear with time.
13How has winning an Award developed your practice/career?
Winning the MUSE Creative Award has elevated my practice to new heights, opening doors to exciting opportunities and collaborations. It has bolstered my reputation in the industry and reaffirmed my commitment to excellence in everything I do.
14 What are your top three (3) favorite things about our industry?
My top three favorite things about our industry are the endless possibilities for innovation, the opportunity to collaborate with diverse talents, and the ability to make a meaningful impact through creativity.
15What makes your country specifically, unique in the creative industry?

London, with its status as a global creative hub, offers a unique blend of cultural diversity, innovation, and historical richness that sets it apart in the creative industry. From its world-renowned art galleries and design studios to its thriving street art scene and multicultural festivals, London's creative landscape reflects the city's vibrant and multifaceted identity, making it a truly unparalleled destination for creative expression and exploration.

Similarly, China's rich cultural heritage and rapidly evolving modern landscape contribute to a creative industry that is steeped in tradition yet continually pushing the boundaries of innovation. The fusion of ancient artistic traditions with cutting-edge technology and contemporary design trends makes China a dynamic and exciting hub for creativity on a global scale.

As a London-based graphic designer with roots in China, I draw inspiration from both cultures, infusing my work with a unique blend of Eastern and Western influences that reflects the richness and diversity of my creative background.

16Where do you see the evolution of creative industry going over the next 5-10 years?
Over the next 5-10 years, I see the creative industry evolving towards greater integration of technology, increased emphasis on sustainability, and a growing focus on diversity and inclusion.
17If you were a student entering this industry or an aspiring MUSE Creative Awards submitter, what advice would you give them?
My advice would be to never stop learning, never stop exploring, and never stop pushing the boundaries of creativity. Embrace failure as an opportunity for growth, and always stay true to your vision and passion.
18What resources would you recommend to someone who wants to improve their skills in the creative industry?
I would recommend seeking out online tutorials, workshops, and mentorship programs to hone your skills and stay updated on industry trends. Additionally, networking with fellow creatives and attending industry events can provide invaluable insights and inspiration.
19Tell us something you have never told anyone else.
One thing I've never told anyone else is that I often find inspiration in the most unexpected places, whether it's a chance encounter on the street or a fleeting moment of contemplation in nature.
20Who has inspired you in your life and why?
My biggest inspiration in life has been my mentor, whose unwavering belief in my abilities and endless encouragement have propelled me to strive for excellence and pursue my passion with unwavering determination.
21What is your key to success? Any parting words of wisdom?
My key to success is to stay true to yourself, stay curious, and never stop pushing the boundaries of creativity. Embrace challenges as opportunities for growth, and always approach your work with passion, dedication, and integrity.

Winning Entries

Type Time | MUSE Creative Awards

This project aims to explore the representation of time in nonlinear dimensions. It combines the concepts of time and space to... (read more here.)


Kyla Gu

Kyla Gu is a London-based graphic, brand, and transmedia designer. Her expertise spans multiple facets of design, including creative coding, motion design, and 3D. Allowing her to explore and expand the borders of graphic design.


Read more about the interview with Xianghan Wang here.

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