Qiuyu Li reimagines the East Asian calendar, transforming the passage of time into a rich visual experience. His work, 72 Seasons – Capturing Nature in Typography, blends tradition with contemporary design, capturing the rhythm of seasonal change through typography and earning a place in Switzerland’s Museum of Avant-Garde collection.
I earned a Doctorate in Fine Arts in 2024 after obtaining a Master's degree in Design and a Bachelor's degree in Information Science. Under the guidance of Prof. Yoshimaru Takahashi, I pursued design research, and my experimental work has received numerous awards both domestically and internationally.
I am a member of prestigious organizations such as the New York Type Directors Club (NY TDC), the World Design Consortium (WDC), the International Association of Designers (IAD), the International Design Club (IDC), and the Alliance of International Business Associations (AIBA), where I actively contribute to their missions and initiatives. My work has been included in Switzerland's Museum of Avant-Garde (MA-g) collection and is part of its permanent exhibition.
I have always believed that designers should actively promote their work, as it not only helps build a personal brand but also serves as a means of self-evaluation. Participating in competitions allows me to spark creativity and receive professional feedback, which continuously enhances my skills.
Therefore, I strongly encourage designers to take part in design competitions as a valuable opportunity for growth and development.
This work was inspired by the traditional East Asian calendar system, a unique cultural creation that emerged from an agricultural society. It poetically records the natural cycles of growth and seasonal changes throughout the year. Drawing from this concept, I sought to reinterpret this perception of time and nature through contemporary design.
Chinese characters are not just a means of communication; they are also powerful cultural symbols. In this project, I combined the traditional calendar system with typographic expression, aiming to create a unique visual experience and explore new possibilities for text in design. In today’s industry, I see this work as both a tribute to cultural heritage and an innovative approach to breaking the boundaries of traditional typography.
I hope it inspires further discussions on the relationship between culture and design, while expanding the possibilities of textual representation in visual communication.
In my visual approach, I intentionally de-emphasized the structural form of text and integrated various expressive techniques, including color variations, composition, and shape transformations. Each visual element conveys a specific message, and when combined, they create a cohesive and immersive composition.
By blurring the rigid structure of text, I provide more room for interpretation, enhancing both engagement and curiosity. I believe this distinctive approach sets my work apart in such a highly competitive field.
First, the sheer volume of content in this project required a long-term creative commitment. Over time, prolonged work could lead to fatigue, which might affect the quality of the output. In fact, some pieces underwent revisions to ensure they met my expectations and maintained a high standard.
Another major challenge was balancing uniformity and individuality across a large collection of works. If the pieces were too similar, they could become monotonous; if they were too different, the overall cohesion might be lost.
To address this, I established a set of core visual principles while allowing flexibility within each piece, ensuring that the collection maintained a consistent identity while still showcasing diversity. Additionally, since this project was inspired by the traditional East Asian calendar system, I needed to conduct extensive research on cultural aspects to ensure my design accurately reflected the historical and symbolic context. Although this was a meticulous process, it deepened my understanding of the subject and enriched the overall quality of the work.
Without a doubt, winning such an award helps establish my personal brand, allowing my work to reach a wider audience of industry professionals and potential collaborators. In the long run, I hope this recognition not only validates my design philosophy and creative approach but also opens doors to new opportunities. This kind of acknowledgment could lead to collaborations with outstanding design teams, brands, or cultural institutions, and possibly involvement in more influential projects.
More importantly, it serves as motivation for me to continue exploring new creative possibilities and pushing the boundaries of design.
At the moment, this work remains semi-confidential across various channels and has not been widely released, with only a select few having had the opportunity to see it. However, even with such limited exposure, some professionals and peers have shown a strong interest and provided positive feedback.
While there hasn't been a large-scale public response yet, I am looking forward to seeing the piece spark more discussions and reflections once it is officially unveiled, potentially leading to new collaborations and opportunities. I am also eager to share this work with a wider audience in the future and explore how it resonates across different cultural contexts.
Although these might sound like simple suggestions, I believe they form the foundation of success. First, create and think often. Designers need to constantly experiment with new ideas and approaches. Only through practice can they improve their skills and foster creativity.
Next, be committed to learning—stay open to new ideas and continue to acquire new skills. Participating in design competitions is also a great way not only to spark creativity but also to receive feedback and be challenged by peers, helping you improve.
Designers must also be inclusive, able to absorb different perspectives and cultures, thus broadening their thinking. Most importantly, learn to think proactively. Don’t just accept information passively—analyze, understand, and even question existing ideas to find your own unique perspective.
The innovation of technology has certainly brought more diverse ways of expression to the creative industry, which is a positive development. However, I believe that sameness and an excessive focus on surface appearances are issues to be wary of. In this information-saturated age, works should not just be about outward form—they should have depth and meaning.
They need to convey ideas and messages, spark reflection, and create emotional resonance. Therefore, in my own creations, I always emphasize the depth and value of the content, striving to ensure that each piece is meaningful, rather than just seeking formal innovation.
In the future, I hope to maintain independent thinking within this ever-changing industry and use my work to express more emotion and thought. While technological and formal innovation is important, I aspire for my work to make breakthroughs in depth and thoughtfulness, truly moving the audience.
It’s natural to feel fearful when trying something for the first time, and that’s completely understandable. However, if you let that fear stop you from acting, you might never be able to achieve success. There will always be excuses to avoid taking the leap, but those excuses only become obstacles holding you back. Failure is not something to fear; in fact, it’s an opportunity to learn and grow.
Every participation, every attempt, is a process of self-improvement. The real problem lies in avoiding action because of fear—that’s what truly hinders progress. So, I encourage you to face these challenges and realize that the act of participating itself brings value—whether it’s through gaining experience or building confidence.
Of course, the team is crucial, but I believe individual efforts are equally important, especially in the field of graphic design. It is only when individuals are properly recognized that the team can truly thrive. After all, individuals form the foundation of a team. If we focus solely on the team while overlooking individual efforts and achievements, not only is this unfair, but it also harms the long-term development of the team.
Every member's contribution deserves respect and recognition, and this is essential for the team's growth. So, from this perspective, I believe the success should be credited more to the individual rather than being solely attributed to the team.
Qiuyu Li reimagines the East Asian calendar, transforming the passage of time into a rich visual experience. His work, 72 Seasons – Capturing Nature in Typography, blends tradition with contemporary design, capturing the rhythm of seasonal change through typography and earning a place in Switzerland’s Museum of Avant-Garde collection.
Explore the journey of the Meifang Zhou, the Silver Winner of the 2025 MUSE Creative Awards. She is a creative content innovator with a sharp eye for storytelling in television media and entertainment marketing. With over seven years of experience, Meifang Zhou has shaped TV programs and brand collaborations, blending storytelling and strategy to craft impactful campaigns.