Thank you so much! I'm Ye Chen, a digital designer based in New York. My journey into design began at the Fashion Institute of Technology, where I earned a Bachelor's degree in Graphic Design in 2022. What started as a fascination with visual communication grew into a passion for creating digital experiences that are both functional and delightful.

Since March 2022, I've been working as a Digital Designer at Plural in New York, while also maintaining freelance projects since 2020. These experiences have shaped my design philosophy—centered on creating solutions that are sustainable, aesthetically pleasing, and deeply satisfying to use. I believe thoughtful interaction design ensures that products serve a clear purpose while meaningfully improving users' lives.

I was inspired to submit my work to the MUSE Creative Awards to challenge myself and measure my work against industry standards. The project represented a significant creative breakthrough for me—balancing brand identity with innovative digital experiences.

Winning the Gold Award in Corporate Identity/Brand Identity is profoundly validating, both personally and professionally. Personally, it affirms that my design philosophy resonates with experts in the field. Professionally, it’s a recognition of the countless hours spent refining concepts, iterating through design systems, and pushing creative boundaries.

This achievement feels especially meaningful, coming just a few months after a recent win suggesting that my approach to corporate identity design is gaining traction in the industry.

This project was born from an observation about coffee shops in diverse urban neighborhoods – they often reinforce, rather than bridge, cultural divides. I was inspired to create a brand identity that could revolutionize this experience through intuitive ordering systems and visual communication, eliminating language barriers that typically create anxiety for customers.

The concept emerged from recognizing that in multicultural environments, traditional ordering systems can be intimidating for those with language barriers. I wanted to transform ordering into a universal sensory journey, using visual cues to foster unspoken understanding. The inspiration was deeply human—creating a third space where coffee becomes a shared language.

This project represents something vital in today’s industry: the responsibility of design to foster connection, not division. In an increasingly fragmented world, BROOKLYN LAB COFFEE REBRAND demonstrates how thoughtful design can turn cultural differences into opportunities for connection. The brand identity system isn’t just about aesthetics—it’s about creating an inclusive environment where the sensory experience of coffee brings people together.

I believe three key elements set the BROOKLYN LAB COFFEE REBRAND identity apart in such a competitive field.

First, its purpose-driven approach. Unlike many coffee shop identities that focus primarily on aesthetics, Brooklyn Lab Coffee's visual system was designed with a clear social purpose—eliminating barriers to connection. Every design decision was made with this mission in mind, creating a cohesive system where form truly follows function.

Second, the intuitive visual language. I developed a comprehensive system of visual cues that transcend written language—using color, iconography, and motion to guide customers through the ordering process, regardless of their linguistic background. This visual vocabulary becomes a universal language that customers can engage with confidently.

Third, the sensory integration. The identity system doesn't just rely on visual elements; it incorporates sensory cues that reflect the coffee experience itself. The color palette evokes different coffee notes, while the motion principles mirror the flow and transformation of brewing. This multisensory approach creates a richer, more engaging brand experience.

These strategies resulted in an identity system that not only looks distinctive but actually transforms how people interact with the space and with each other—turning a potentially anxiety-inducing experience into an opportunity for connection.

One significant challenge I faced was designing a visual communication system that would be truly universal across different cultural backgrounds. Early in the process, I discovered that many symbols and color associations I initially thought were universal actually carried different meanings in various cultures.

This realization forced me to completely reconsider my approach. Instead of relying on established symbols, I needed to create a new visual language that could be intuitively understood regardless of cultural background. I conducted extensive research on cross-cultural perception and tested prototype designs with people from diverse backgrounds.

A breakthrough came when I shifted focus from static visual elements to interactive ones. By designing a system where customers could see the direct relationship between their choices and outcomes—like watching how milk options visually transform the coffee's appearance—I created understanding through demonstration rather than symbolism alone.

The final design incorporated an intuitive ordering system that used visual progression, allowing customers to follow a natural sequence of choices with immediate visual feedback. This approach eliminated language barriers while creating a shared experience that celebrated the diversity of the customers.

I hope this recognition validates my belief that design can and should serve a deeper social purpose—in this case, fostering human connection across cultural divides. This award affirms that commercially successful design and socially responsible design aren’t mutually exclusive.

For my career, I view this as encouragement to continue creating design systems that address real human needs and anxieties. Brooklyn Lab Coffee demonstrates how thoughtful design can transform mundane interactions into meaningful connections, and I hope to bring this approach to future projects.

Since the announcement, I’ve noticed increased interest in this human-centered design methodology. Several community-focused businesses have reached out about developing similarly inclusive communication systems. I’ve also received invitations to speak at design events about creating accessible experiences in multicultural environments. These opportunities allow me to share how design can be a tool for social cohesion rather than just aesthetic expression.

The reaction to BROOKLYN LAB COFFEE REBRAND identity system has been remarkably emotional. What stands out most are the stories from people who would typically feel anxious in specialty coffee environments due to language barriers. One of my friends mentioned that she would feel comfortable ordering a complex coffee drink without fear of miscommunication or judgment.

These reactions confirm the project's core premise: when design removes barriers to understanding, it creates space for genuine human connection.

For aspiring designers looking to create award-worthy work, I'd offer two pieces of advice:

First, design with genuine purpose. BROOKLYN LAB COFFEE REBRAND succeeded because it addressed a real human need—reducing anxiety and fostering connection across language barriers. Look for problems that matter, not just opportunities for aesthetic expression. Awards often recognize work that demonstrates both beauty and meaningful impact.

Second, test rigorously with diverse users. For this project, I tested prototypes with people from various cultural backgrounds who spoke different languages. This revealed blind spots in my initial assumptions and led to a more universally accessible system. The strongest design solutions emerge when challenged by diverse perspectives.

The mindset I recommend is to view design not as an end in itself but as a means of improving human experience. When you prioritize genuine human needs, aesthetic innovation often follows naturally.

The creative industry is increasingly recognizing design's potential as a force for social impact, not just commercial success. This shift aligns perfectly with projects like BROOKLYN LAB COFFEE REBRAND, which demonstrates how thoughtful design can bridge cultural divides and foster community.

I'm particularly excited by the growing emphasis on inclusive design. My work with Brooklyn Lab Coffee explored how visual systems can create access for people across language barriers. This approach—designing for those traditionally excluded—often leads to innovations that benefit everyone.

Looking forward, I hope to position myself at the intersection of digital experience and social connection. As our world becomes increasingly fragmented, I believe designers have a responsibility to create spaces—both physical and digital—that bring people together rather than reinforce divisions.

The success of BROOKLYN LAB COFFEE REBRAND has reinforced my commitment to creating systems that transform differences into opportunities for connection. Whether through brand identities, digital interfaces, or environmental design, I want to continue developing work that helps people see past surface differences and recognize shared experiences.

For those hesitant about entering competitions, I’d say: focus on projects where you've solved genuine problems in distinctive ways. When I submitted my entry, I wasn't thinking about visual trends or what might impress judges. I focused on how the project eliminated real barriers to human connection through design.

If you're just starting out, look for competitions that value impact as much as aesthetics. Winning has built my confidence because it recognized the problem-solving aspect of my work, not just its visual qualities.

In my winning entry, I emphasized how their identity system transformed customer experiences and fostered connections across language barriers.

Build confidence by seeking honest feedback before submitting. Share your work with people from different backgrounds—especially those who might benefit from your solution. Their perspectives will strengthen your entry and help you articulate its value more clearly.

Finally, remember that the most award-worthy work often comes from deeply personal insights and values. BROOKLYN LAB COFFEE reflected my belief that design should foster human connection—a conviction that gave the project authenticity and purpose.

To my fellow creative professionals: Let’s recognize our power to either reinforce divisions or build bridges between people.

I believe we have a responsibility to consider those typically excluded from our designs—whether by language barriers, cultural differences, or other factors. When we design for inclusion, we often create better experiences for everyone. BROOKLYN LAB COFFEE visual ordering system was created for those facing language barriers, but it ultimately enhanced the experience for all customers by making it more intuitive and engaging.

I’d encourage us to measure success not just by metrics like engagement and conversion but by the quality of human connections our work facilitates. Does our design bring people together or push them apart? Does it foster understanding or reinforce misunderstanding?

The coffee shop identity I developed was built around the idea that differences can be opportunities for connection rather than sources of division. I hope this perspective can inspire others to see design as a tool for building community in an increasingly fragmented world.

Our creative community is stronger when we view each other as collaborators rather than competitors, freely sharing knowledge while respecting each other’s unique perspectives and contributions.

This achievement belongs to the diverse individuals who shared their experiences of feeling excluded or anxious in spaces due to language barriers.

I am deeply grateful to my teammate from the Fashion Institute of Technology, who has supported and encouraged me in countless ways. We both believe that our approach to this project was directly influenced by human-centered design principles.

Ultimately, this award celebrates the potential of design to foster human connection—creating spaces where coffee truly becomes a shared language that transcends cultural and linguistic differences.

BROOKLYN LAB COFFEE transforms cultural differences into opportunities for connection through a visual identity system that eliminates language barriers and turns coffee ordering into a universal sensory journey.

I chose this description because it captures both the practical function and deeper purpose of the design system. "Transforms cultural differences into opportunities for connection" reflects the project's social mission.

"Eliminates language barriers" identifies the specific problem it addresses. "Visual identity system" acknowledges the comprehensive design approach, and "universal sensory journey" highlights how the experience engages customers through multiple senses, creating a shared understanding that transcends verbal communication.

Building on BROOKLYN LAB COFFEE success, I’m exploring how the principles of universal visual communication can be applied to other environments where language barriers create anxiety or exclusion. I’m particularly interested in healthcare settings, where miscommunication can have serious consequences and patients often feel vulnerable when facing language barriers.

I’m developing a design framework that distills the lessons learned from BROOKLYN LAB COFFEE into principles that can be applied across various contexts. The core insight—that thoughtfully designed visual systems can transform differences into connections—has applications far beyond coffee shops.

I’m also exploring how digital interfaces can complement physical environments to create inclusive experiences. While this project focused primarily on in-store communication, I’m now looking at how mobile interactions could extend this inclusive approach before and after the physical visit.

Additionally, I’m interested in creating workshops to help other designers incorporate inclusive communication principles into their practice. I believe the design industry needs more tools and methodologies for creating truly universal experiences that bring people together rather than reinforcing existing divisions.

Ultimately, I remain committed to using design as a tool for human connection—creating experiences that are not only functional and beautiful but also actively help people understand and appreciate each other across cultural differences.