Qiuyu Li Reimagines Time in 72 Seasons, One Kanji at a Time

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Qiuyu Li

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.

1Congratulations on your achievements in the MUSE Creative Awards! Could you start by introducing yourself or your agency? Can you also share a bit about your journey into your current industry?

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.

2What inspired you to submit your work for this competition, and what does winning mean to you personally and professionally?

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.

3Can you share the story behind your success? What inspired its creation, and what do you feel it represents in today’s industry?

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.

4What do you believe set your project apart in such a competitive field? Were there specific elements or strategies that made it shine?

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.

5Every project has its challenges. Can you share a significant obstacle you faced during this process and how you overcame it?

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.

6Winning an award of this caliber often brings recognition. What do you hope this achievement will mean for your career, your team, or your agency in the long run? Have you already noticed any changes or opportunities arising from this recognition?

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.

7What has the reaction been from clients, audiences, or stakeholders about your winning entry? Any feedback or memorable moments that stand out?

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.

8For those aspiring to achieve similar success, what advice would you offer to help them not only thrive in their industries but also craft compelling, award-worthy entries? Are there specific practices, mindsets, or strategies you believe are key?

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.

9The creative industry is constantly evolving. How do you view these changes, and where do you hope to position yourself in the future?

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.

10Entering awards can be daunting for many, especially those just starting out. What would you say to individuals who have limited experience, or are hesitant to showcase their work in competitions? How can they build confidence and see the value in participating?

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.

11Creativity thrives on community. What message would you like to share with fellow creatives, marketers, and advertising professionals?
Creativity is not something that exists in isolation—it comes from interaction and collaboration with others. In the creative industry, peers, marketers, and advertising professionals are all indispensable partners. My advice is that we should keep an open mind and actively engage with others, sharing experiences and learning from one another.
12Winning is a team effort in many cases. Is there someone or a group of people you’d like to dedicate this achievement to, and why?

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.

13If you could describe your award-winning entry in one sentence, what would it be and why?
Perhaps I would describe it as "a riot of flowers." Honestly, some of the pieces initially made me ponder a bit to fully grasp the characters they were portraying. But it’s precisely this challenge and intrigue that makes them unique and captivating.
14Finally, what’s next for you? Any exciting projects or upcoming goals that you’d like to share with us and the audience?
Recently, I’ve been exploring new ways to expand my creative expression by incorporating movement into my works. I believe that dynamic elements can more effectively convey messages, creating a stronger interaction with the audience both visually and emotionally. I’m really excited about this direction and look forward to incorporating these new approaches into my upcoming projects.

72 Seasons-Capturing Nature in Typography | 2025


Qiuyu Li

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.

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