Claire Zou, official Art Director and unofficial cat trainer, believes that evoking an immediate emotional response is the number one goal of design. “I strive to craft designs that resonate with viewers on a visceral level,” she says. 

Growing up in Jinan, China, Zou was surrounded by natural springs, traditional temples, and stunning architecture, all of which had a profound influence on her aesthetic sensibilities. “I discovered my love of design in my earliest experiences with drawing and painting,” Zou says. “I was drawn to the transformative power, and I love reimaging objects and giving them new life and fresh perspectives.”

Zou started taking art classes when she was young and discovered advertising as a career option when she was completing her master’s degree in the United States. “After that I became a professional designer,” Zou says.

She starts every new project with a comprehensive overview of the client’s goals and objectives. “From this high-level perspective, we collaboratively define a ‘North Star’ that guides our creative journey,” she says. “This strategic alignment ensures a focused and efficient process as we progressively refine the design direction.”

This initial strategic phase also helps everyone get on the same page and make the project a success. “I ensure that everyone has a crystal-clear understanding of their individual responsibilities,” Zou says. “Then, to foster a collaborative environment, I proactively share progress updates and seek input from team members.” She also keeps the client apprised of the progress. “We usually have weekly check-ins,” Zou says.