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Interview with 33 and Branding

Home > Designer Interviews > 33 and Branding

Editor Frank Scott (FS) from DesignPRWire has interviewed designer 33 and Branding (AB) for A’ Design Award and Competition. You can access the full profile of 33 and Branding by clicking here.

Interview with 33 and Branding at Monday 27th of April 2020
Xiaowei Zhang
FS: 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?
AB: When I was a child, the age of material shortage in the village made me prefer to make a single thing make different changes to be more suitable and beautiful. Different collocations realized a lot of possibilities, and also made me get a lot of happiness. Naturally, I became a designer. I am very honored to be engaged in the design industry, and I will continue to do so to make the world a better place with my strength.

FS: Can you tell us more about your company / design studio?
AB: 33 and branding is a brand experience marketing company that creates a brand with visual arts. To provide a full range of services for many brand companies with aesthetic needs, committed to constantly explore unique and novel creative experience, business involves traditional creativity, brand strategy and design, digital / multimedia interaction, mobile / social marketing, etc.

FS: What is "design" for you?
AB: Design is to integrate the known things and present a new look.

FS: What kinds of works do you like designing most?
AB: Give broad space, grow together with customers, challenging works.

FS: What is your most favorite design, could you please tell more about it?
AB: The favorite design is packaging.

FS: What was the first thing you designed for a company?
AB: I still remember that it was the advertisement design of a financial street, and the high-intensity work made me quickly integrate into this circle.

FS: What is your favorite material / platform / technology?
AB: My favorite material is environmental protection material. I hope my design will only add beauty to the world, not burden.

FS: When do you feel the most creative?
AB: The most creative is to solve the problems for customers, whether it is to increase sales and improve performance, but also get the recognition of professional platforms and awards.

FS: Which aspects of a design do you focus more during designing?
AB: In the design process, I pay more attention to the ability to solve the customer's problems, and always use good design to achieve the first thing I want.

FS: What kind of emotions do you feel when you design?
AB: Pain is happy.

FS: What kind of emotions do you feel when your designs are realized?
AB: Feeling design makes my children happy to see it presented.

FS: What makes a design successful?
AB: Customer's recognition and design industry's common recognition enable to realize the value of design.

FS: When judging a design as good or bad, which aspects do you consider first?
AB: A successful design is sure to solve customers' problems and puzzles.

FS: From your point of view, what are the responsibilities of a designer for society and environment?
AB: Correct social guidance, positive attitude, correct outlook on life, values and world outlook. The accusation of environmental protection is not only that the designer should have a sense of responsibility, not only in terms of packaging materials and use methods, but also in the way of customs clearance design to guide more people to participate.

FS: How do you think the "design field" is evolving? What is the future of design?
AB: I think the development of the design field will continue to be more environmentally friendly and natural, because this is also the development of society and our requirements, and the future of design is also here, constantly making life and the world better.

FS: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
AB: The last exhibition was an exhibition on the protection of marine life launched by WPP in 2019 in Beijing, China. There is no time for the next exhibition, but I will always design it with the theme of protecting the environment and infect more people.

FS: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
AB: My work is inspired by my wife's complaint that the inconvenience of carrying cosmetics and the extravagant over packing are not environmental friendly. Most of my design inspiration comes from life, such as my son's picture books, toys, games and so on. Keeping thinking is the key to my ability to sustain creativity and keep a curious heart forever.

FS: How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
AB: No design style. Each brand is different, designers should build different design styles according to the brand. My design method is extraction expression.

FS: 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?
AB: I live in Beijing. The cultural heritage of Beijing is also that I know more about human wisdom. They also gave me a lot of inspiration for my design. In China where I live, the design is still very open, but there is a little limitation in the customer's acceptance, which may be caused by their company system and consistent style.

FS: How do you work with companies?
AB: In an equal way, with empathy

FS: What are your suggestions to companies for working with a designer? How can companies select a good designer?
AB: Curiosity, constant creation and tenacity are also my criteria for choosing excellent designers.

FS: Can you talk a little about your design process?
AB: The first is to interpret customer needs, find the most core ideas, and express them with design thinking. This process is simple to say, but it is relatively difficult to do.

FS: Can you describe a day in your life?
AB: Busy busy busy......

FS: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
AB: Always be curious and creative.

FS: From your perspective, what would you say are some positives and negatives of being a designer?
AB: Designers will love life more and demand perfection in everything. The pursuit of perfection in the project also gives more time to work and less time to accompany family members.

FS: What is your "golden rule" in design?
AB: Connect the brand and the consumer with the same design method.

FS: What skills are most important for a designer?
AB: Keep curious and tough

FS: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
AB: The software I often use is Adobe Photoshop、Adobe illustrator.My work is inspired by my wife's complaint that the inconvenience of carrying cosmetics and the extravagant over packing are not environmental friendly. Most of my design inspiration comes from life, such as my son's picture books, toys, games and so on. Keeping thinking is the key to my ability to sustain creativity and keep a curious heart forever.

FS: Designing can sometimes be a really time consuming task, how do you manage your time?
AB: At the beginning of each project, I will make a schedule to plan the creation time and customer communication time. Strictly according to the time agreed with the customer, time and good design are very important for the project. Do your best to achieve the goal in a limited time.

FS: How long does it take to design an object from beginning to end?
AB: Of course, the time used for different projects is different. Generally, the time will be determined according to the customer's requirements and projects.

FS: What is the most frequently asked question to you, as a designer?
AB: Is there a better way to do this?

FS: What was your most important job experience?
AB: Cross border learning in different industries.

FS: Who are some of your clients?
AB: Most of them are local customers.

FS: What type of design work do you enjoy the most and why?
AB: Simple and direct, the simplest is the most powerful.

FS: What are your future plans? What is next for you?
AB: deisgn for good.

FS: Do you work as a team, or do you develop your designs yourself?
AB: I have a team, constant creativity and tenacity are tickets. All the people in the team have their own skills and at least 5 years or even 10 years of design experience. The skills they are good at include PS drawing revision, resolution of various design and production materials, combination and simplification of appropriate figures, lighting, photography, 3D modeling, etc., but the most important skill is creation.

FS: Do you have any works-in-progress being designed that you would like to talk about?
AB: I am now carrying out a project of brand reconstruction and overall packaging design of make-up. I also hope that new creative sparks will burst out in this cooperation with customers, and the brand recognition and goodwill of customers can be rapidly improved.

FS: How can people contact you?
AB: My email address is will@33andbranding.com. You can contact me by email.


FS: Thank you for providing us with this opportunity to interview you.

A’ Design Award and Competitions grants rights to press members and bloggers to use parts of this interview. This interview is provided as it is; DesignPRWire and A' Design Award and Competitions cannot be held responsible for the answers given by participating designers.


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