We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative Yu Feng ("YF").

Yu is a designer by passion and profession. After she graduated from the Master degree of Communication Design, Pratt Institute in December 2013, She worked as a Junior Art Director in Baron & Baron, New York. From October 2016, she started her new career in Estée Lauder as Senior Designer. Her work spans the fields of fashion, beauty, publication and property development, such as DIOR, GUCCI Beauty, BALLY, MYLA London, PUBLIC Hotel, Tory Burch Perfume. I’m specializing in branding, art direction, editorial concept.

Yu Feng Designs

We are pleased to share with you original and innovative design work by Yu Feng.

Designer Interview of Yu Feng:

DI: Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?

YF : I've always wanted to become an artist. Since I was little, I studied Chinese painting, pencil sketch, calligraphy, etc. Then I went to collage in Renmin University of China, Beijing. From there, I found out I was more interested in design, especially graphic design. Because I really want to see my design/art actually been used in real life. After collage, I applied to Commutation design master degree in Pratt Institute, New York. At Pratt, I feel like I truly feel in love in commutation design. I learned how to become an professional graphic designer and how to solve problem in reality. After graduated, I've been working in fashion branding and advertising industry. And I feel I'm very lucky to live in New York as a designer.

DI: What is "design" for you?

YF : Design is about finding the problem and how to solve it.

DI: What kinds of works do you like designing most?

YF : I like working in Fashion industry, like fashion branding design, art direction, design concept, etc.

DI: What was the first thing you designed for a company?

YF : My very first project I designed it was Bally's rebranding. At that time, I was interning at Baron & Baron, New York. I worked with an art director together for rebranding Bally, from logo redesign, color, typography, stationary, to packaging design. I was very lucky, my designed pattern is actually used in Bally's fashion accessories, packaging, tissue paper. It was a very nice opportunity to practice what I learned from school.

DI: When do you feel the most creative?

YF : After visited galleries.

DI: Which aspects of a design do you focus more during designing?

YF : When I design something for a brand, I always try to focus more on branding code. How to transfer each brand's code into creative way is very important.

DI: What kind of emotions do you feel when you design?

YF : First excited, then struggle. After the project is done, I would get satisfied and be more confident.

DI: What kind of emotions do you feel when your designs are realized?

YF : Proud of myself:) At the same time, learn the experience and push self more.

DI: What makes a design successful?

YF : I believe a successful design project is clear, efficient and sell the point.

DI: When judging a design as good or bad, which aspects do you consider first?

YF : What's the problem it's trying to solve.

DI: From your point of view, what are the responsibilities of a designer for society and environment?

YF : Find problems, try to solve them in an esthetic way.

DI: When was your last exhibition and where was it? And when do you want to hold your next exhibition?

YF : My last exhibition was in Reverse Gallery, Brooklyn.

DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?

YF : I work in fashion creative industry. I've always trying to read the fashion news, watch runway, collecting advertising works, and photography works.

DI: Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?

YF : I live in New York. Actually it has a lot freedom working design in New York. There are a lot opportunities and good resources to resolve.

DI: Can you talk a little about your design process?

YF : Research - study the problem - find an unique way to tell the story visually.

DI: Can you describe a day in your life?

YF : Get ready - read news in the train - start working till 6 pm - get home rest couple hours - sometimes work a bit more or watch a movies.

DI: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?

YF : Go to work in a design company asap. Work in reality would help you define yourself as a designer.

DI: What is your "golden rule" in design?

YF : Keep learning and challenging myself.

DI: What skills are most important for a designer?

YF : Concept building.

DI: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?

YF : Mostly Adobe Photoshop, Illustrator, Indesign; sometime After Effects.

DI: Designing can sometimes be a really time consuming task, how do you manage your time?

YF : Always work in timelines and set up the goal in the beginning.

DI: What is the most frequently asked question to you, as a designer?

YF : Am I going to like the work if I'm the consumer.

DI: Who are some of your clients?

YF : My work spans the fields of fashion, beauty, publication and property development, such as DIOR, GUCCI Beauty, BALLY, MYLA London, PUBLIC Hotel, Tory Burch perfume and Michael Kors perfume. I’m specializing in branding, editorial design in both print and digital fields.

DI: What type of design work do you enjoy the most and why?

YF : Now I'm very enjoying learning and working in fashion art direction. It includes graphic design, design concept, photography, etc. I really get practiced to grow as an art director.

DI: What are your future plans? What is next for you?

YF : My plan is become a good art director in two-three years, who's very good at art direction and well knowledged, at the same time knows how to manage a small team.

DI: Do you work as a team, or do you develop your designs yourself?

YF : Yes. Right now I work in Estee Lauder. We work as a team.

DI: How can people contact you?

YF : Feel free to contact me through email: flora.yfeng@gmail.com