Through various projects in his career as a Creative Director, Yu became interested in exploring creative approaches to address emerging social and environmental issues. To further develop these ideation skills, Yu completed a MA Material Futures at Central Saint Martins, University of the Arts London, UK. Yu’s research focuses on how design can function to address increasingly complex social issues through the collision of diverse perspectives, materials, technology, culture, design and science while leveraging his knowledge in effective communication from his career in the advertising industry. Through research, Yu is generating new value from both a future perspective and through a problem-solving mindset, and by converting and communicating solutions to society effectively he can contribute to creating real impact towards a better and more sustainable world.