Bilan Liu

At the tender age of 6, I began my journey toward becoming a graphic designer through the colorful pages of my childhood sketches. During this time, I was already engrossed in a world of creativity. These early forays of imaginative fantasy sparked my deep curiosity about how to transform these whimsical ideas into a tangible career. As I grew older, this curiosity only intensified. The window of possibility opened during my time in high school, where I was introduced to formal drawing classes. This was the period where I began entertaining the possibility of becoming an industrial designer. This path provided me an opportunity to blend aesthetics with functionality - bringing inventions of my imagination to reality. My dedication to this journey led me to pursue industrial design, but as I delved deeper into it, I realized that design wasn't about just creating objects; it was about communication. This revelation of understanding that design could speak to people, convey ideas, and evoke emotions, all through visual languages. Ultimately this was what guided me towards graphic design. Graphic design offered me an opportunity to not only create but to also communicate, to not just imagine but to also express my thoughts. My passion for art and design nurtured when I was young, found its true calling in graphic design. Clearly, this was a path where I could best merge my love for creative ideas with the desire to convey messages visually, creating those early sketches into a meaningful, impactful career.

A trait that I think all professionals in this field should possess is the ability to generate new ideas and creative solutions. As it essentially helps you to stand out in a competitive landscape and engage audiences effectively.

Lizi Studio is an award-winning creative design team based in the vibrant Bay Area of the US. Specializing in brand design, logo creation, packaging, and digital arts, we passionately craft inspiring experiences for our clients and their audiences. Committed to delivering designs that resonate deeply and contribute to social good, we strive to create a better world through our creative endeavors.

I think being successful in these areas really hinges on a few critical elements. First and foremost, having a clear objective is key to all success. Similar to how you set your destination before you start driving — you need a clear endpoint in mind. Equally important is understanding your audience: knowing who they are, what matters to them, and how your message aligns with their interests and values.

I believe my approach to design with both a structured and flexible method provided an advantage to the design industry. I would start with a deep dive into the brand's core, understanding its essence, goals, and audience. Getting to know the brand deeply would be crucial as it lays the foundation for everything that follows. After a thorough brainstorming session, I would proceed to develop and refine these ideas into a cohesive brand identity. This process of distillation is where the strongest, most resonant ideas come to the forefront. Feedback plays a critical role here as it allows communication between the brand, audience, and myself. This process ensures the final design is both appealing and also genuinely connectable with the target audience.

My approach to ideation varies with each project but maintains a consistent framework. Drawing inspiration from diverse sources, I am particularly influenced by the meticulous approach of Japanese graphic designers like Kenya Hara, who emphasizes simplicity and the profound meaning within design elements—a philosophy that resonates deeply with my own style. I begin by immersing myself in the project's context, and thoroughly exploring the brand's history and future vision. This foundational research guides my ideation phase, where I explore multiple concepts with structured flexibility. Experimenting with color palettes, typography, and visual themes, I continuously refine my ideas while remaining anchored in the brand's core identity. Throughout this process, I prioritize concepts that align closely with the brand’s objectives and resonate with its target audience. Iteratively refining and incorporating feedback, I aim to create a visual narrative that not only captivates visually but also authentically communicates the brand’s story.

Thank you! Winning the 2024 NYX Awards is an honor that holds immeasurable significance for me and my team. This award validates the hard work we put into the project, the creativity, and dedication we brought to the project, BrightSideGoods. A recognition for our efforts in pushing the boundaries of design and innovation. For us, this is not just a personal achievement individually, but a testament to our collaborative spirit as a team.

Winning an international award has been a game-changer for us. Firstly, it serves as a powerful endorsement of our work's quality, which naturally attracts attention. Clients and potential collaborators take notice when you have such recognition, as it sets you apart from the competition. It's also been incredibly motivating for our team. Winning an international award is a testament to our hard work and creativity, and it’s spurred us on to push the boundaries even further. We’re more encouraged than ever to take creative risks and explore new ideas, knowing that our work can stand out on a global stage.

The biggest challenge we encountered with the BrightSideGoods project was harmonizing the two goals of sustainability and aesthetic appeal. We aspired to create a product line that was not only environmentally friendly, using recycled and upcycled materials, but also resonated with modern elegance and met the style preferences of our target audience. To ensure that each product embodied our brand's ethos, we had to ensure a balance that required us to have meticulous research, innovative design thinking, and continuous iteration. This ensured our design quality and environmental integrity were not compromised.

I find the growing adoption of augmented reality (AR) and virtual reality (VR) particularly exciting in marketing campaigns. These technologies are reshaping how brands connect with consumers, offering immersive experiences that foster deeper emotional engagement. Whether it's virtually trying on clothes or exploring travel destinations through VR, these innovations have the potential to revolutionize decision-making and foster stronger brand loyalty. Simultaneously, the ascent of artificial intelligence (AI) in marketing represents another pivotal trend. AI's prowess in data analysis and consumer behavior prediction is enhancing marketing strategies, enabling more precise targeting and efficient outreach. This evolution toward personalized marketing allows brands to tailor messages and offerings to individual preferences and needs, further refining the consumer experience.

I'd say the dynamic nature of these industries is something I really love. There's a constant evolution of trends, technologies, and consumer behaviors, which keeps the work exciting and challenging. It's like a never-ending learning journey where you’re always adapting and innovating. The creativity involved is definitely a highlight. In marketing and communications, you’re crafting stories and engaging with audiences in creative ways. It’s about using imagination and strategic thinking to connect with people and evoke emotions, which I find incredibly rewarding. Impact is my third favorite thing. Working in these fields gives you the power to influence opinions and drive societal trends. Whether it’s promoting sustainable practices or simply bringing joy through entertaining content, the potential to make a positive difference is immense. That ability to contribute to larger conversations and movements is something I truly value.

I would say that keeping abreast and updated on the current industry trends is the key to improvement. Websites such as Behance or Dribbble are one of the greatest examples of visual inspiration and understanding current design trends. Aside from that, workshops and seminars are also great options as they can be very effective for more practical learning and networking with like-minded professionals. They offer opportunities to collaborate and brainstorm, which can be ideal for enriching your idea development.

The evolution of the design industry is significantly changing now, as we witness more conscious consumerism characteristics appearing. People are increasingly valuing transparency, authenticity, and social responsibility from the brands they support. This means marketing and communications will need to be more genuine and value-driven. This means they would need to focus on building meaningful relationships with consumers rather than just pushing for sales.

One person who has profoundly influenced my life is Redfish, a designer I discovered during my college years. Her exceptional talent in design and vibrant energy left a lasting impression on me. Despite being only slightly older, she inspired me with her positive outlook on life and dedication to her craft. Redfish possesses a remarkable ability to weave personal experiences into her designs, transforming life's challenges into powerful and expressive art. Her work goes beyond visual appeal; it resonates with emotion and narrates stories of resilience. Witnessing this transformative power of creativity taught me that design isn't just about aesthetics; it's a means to convey and overcome life's complexities.

A combination of persistence and continuous learning is my key to success. Staying curious and open to new ideas helped me evolve and stay relevant in the ever-changing creative landscape. While I continuously learn, being persistent is crucial when you encounter challenges and setbacks, turning them into opportunities for improvement. My parting words of wisdom would be: Embrace failure as part of the journey to success. It's not about avoiding mistakes, but learning from them and using those lessons to forge a stronger path forward.