Interview
Dian Huang
China
Dian Huang is a seasoned designer with over 13 years of experience across brand identity, visual communication, and 3D video design. Currently at Ant Group, she leads creative concept development and execution for core brand communications, integrating traditional design with emerging technologies like AIGC.
1 Please give us a brief bio of yourself and your background.
My name is Dian Huang. I have been working in the design field for 13 years and hold a Bachelor of Arts in Design. I have extensive practical experience and diverse project experiences, including but not limited to brand design, visual design, and 3D video design.
2 What made you become / why did you choose to become a digital designer / artist?
I think this might have something to do with my dad. He loves Chinese calligraphy and poetry. His passion for writing has sparked my interest in typography and graphics, which had a significant impact on my decision to pursue design as a major when I grew up. Design is another form of emotional expression, and it allows me to turn my ideas into reality. The process of creating is very interesting to me.
3 Tell us more about your business / company, job profile, and what you do.
I currently work at Ant Group, a company focused on technological innovation. My role primarily involves overseeing the visual presentation of the company's core brand in market communication, including creative concept development, design execution, and post-optimization. The projects I work on involve various forms of creative expression, including but not limited to brand design, graphic poster design, packaging design, 3D video design, and offline exhibition design. Additionally, as design trends evolve, I also incorporate the application of AIGC (Artificial Intelligence Generated Content) into creative presentations.
4 What’s your favorite kind of digital design and why?
To be honest, I don't have a specific favorite style. I lean towards creating designs that strike the viewer at first glance or evoke thought-provoking concepts.
5 To you, what makes a “good” design?
For me, a "good" design must first meet user needs, possess good functionality, and usability. Secondly, it should have unique creativity and aesthetic value that can resonate emotionally with people. Lastly, it should consider sustainability and a sense of social responsibility.
6 Tell us about your design process.
The inspiration for this design comes from the creative process of intangible cultural heritage (ICH) techniques. I transformed five ICH crafts into visual elements for posters, using the "work desk" as a setting to showcase tools, works-in-progress, and artisanal details – immersing viewers in the creative space. By blending contemporary design with traditional patterns, the posters preserve ICH's essence while enhancing visual impact, aiming to convey the warmth and vitality of traditional craftsmanship.
7 What was the biggest challenge with this project?
During the design process, the main challenges included balancing creativity with meeting diverse client needs and coping with tight time pressures. I overcame these challenges through continuous communication and collaboration, in-depth market research, and efficient time management.
8 How has winning an Award developed your practice/career?
Winning this award will drive me to strive for excellence and innovation in my future designs, continuously challenging myself to enhance the quality and impact of my designs.
9 Where do you see the evolution of digital industry going over the next 5-10 years?
I believe that in the next 5-10 years, the development of the design industry will focus more on intelligence, personalization, and sustainability. Design will deeply integrate with technology to meet the increasingly diverse and personalized needs of people, while also paying more attention to environmental protection and the rational use of resources.
10 If you were a student entering this industry or an aspiring Vega Award submitter, what advice would you give them?
My advice is to continuously learn and accumulate, improve your professional skills and knowledge base, maintain keen observation and innovative thinking, draw inspiration from life, be willing to experiment and break through, and not fear failure.
11 What resources would you recommend to someone who wants to improve their skills in the digital industry?
Professional design books and magazines, design forums, as well as attending industry exhibitions and seminars. Additionally, stay curious, explore and learn about the latest technologies and software to keep your design aesthetics and capabilities at the forefront.
12 Do you have anything else you would like to add to the interview?
Design is an art without boundaries, and I will continue to explore and move forward in this field.
