VK: Creating the Power to Touch Hearts
Creative Director
by Elizabeth Lavis
|17 Jun 2024
VK, Creative Director and unofficial Creative Forest Catcher of VONO Brand Inc. believes that great design comes from life. “You must be good at gaining insight from life and finding new ways to create the power to touch people’s hearts,” he says. VK also believes that in its highest form, exceptional design can promote social development plus effectively achieve customer goals.
He doesn’t place importance on his style, instead believing that style needs to be changeable and agile to meet customers' needs. However, he does believe that the surefire path to creating impactful work is between your ears. “Imagination is the best tool for designers,” VK says.
Inspired by fashion movies and music and the blend of Eastern and Western cultures in his native Shanghai, VK has discovered a strong interest in design in high school and university. “I started studying courses in visual communication design during my college years. I began learning about art, including painting, which laid an important foundation for my future career,” he says. In addition to his formal education, VK credits sees the industry as a whole as one of his biggest influences and mentors. “The entire design industry is my teacher,” he says. “As a designer, you must be good at opening yourself up and embracing the world.”
VK’s design process starts with a thorough analysis of the creative brief. “We break down the project background and requirements, then reorganize them during the brainstorming stage,” he says. “Preliminary ideas are usually generated during this process. Next, we conduct market research. Then, we have another group discussion to develop creative directions and execute the design in groups.”
"Braun 100th Anniversary Special Edition", VONO Brand inc.
He also focuses on finding a fruitful and complementary relationship between strategy and creativity, which VK sees as indispensable parts of a design. Achieving this balance is paramount to a good end product. Also critical is managing burnout. “Accurate and effective communication and the synchronized coordination of resources to achieve goals is one way to stave off burnout,” VK says. He also keeps his creative fires fully stoked by thinking about a project in different ways, meditating, and talking to other people about the direction of a piece.
Although the process is meticulous, sometimes VK encounters harsh criticism, which he takes in stride. “Good criticism will promote your growth,” he says. “Learn to accept and try to change; ultimately, you will benefit from it.” He also understands that a solid track record of success is the best way to establish rapport and manage expectations. “Build trust with your customers by impressing them with your outstanding work,” he says.
VK loves using his imagination at work and enjoys the challenges and variety that come with having a plate full of different creative projects. He will continue growing and flourishing as a professional by designing in more experimental ways, tapping into his creativity, and embracing change.
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