Interview with Jessica Yang

As a forerunner in global integrated marketing communication, WeBranding Global excels in providing clients with pioneering intelligent marketing solutions. Through the organic unification and mutual reinforcement of Media Outreach, Public Relations strategy, multifaceted design, and localized campaign executions, we create a powerful synergistic effect, offering clients a comprehensive one-stop service system for overseas communication and marketing.

For me, design is a way of seeing and shaping the world. It's about solving problems creatively, finding beauty in functionality, and expressing ideas through form and function. Design goes beyond aesthetics; it’s about crafting experiences and connecting with people on a deeper level. It’s a reflection of life, constantly evolving and adapting to new challenges and opportunities.

I am particularly passionate about designing works that emphasize cultural fusion or embody a spirit of sustainability. I enjoy creating designs that blend diverse cultural elements, as they tell unique stories and connect people across different backgrounds. At the same time, I find great fulfillment in developing sustainable designs that promote environmental responsibility and contribute to a better future.

One of my favorite designs is the IBM Smarter Planet campaign I worked on during my time at Ogilvy & Mather. This campaign was a significant project that aimed to communicate IBM's vision of a more intelligent, interconnected world. The challenge was to create a visual identity that not only conveyed complex technological concepts but also resonated with a diverse global audience. I focused on using simple yet impactful visuals and compelling messaging to illustrate how smarter systems can improve everyday life, from energy and transportation to healthcare and education. This project stands out to me because it combined creative storytelling with strategic thinking, making a meaningful impact on both the brand and the public's understanding of technology's potential.

The first design I created for a company was an album cover for a rock band. This project was an exciting challenge because it allowed me to explore the intersection of music and visual art. I aimed to capture the band's energy and style through bold graphics and striking imagery, creating a design that would not only stand out on store shelves but also resonate with their fanbase. This experience was incredibly valuable as it taught me the importance of understanding the client's vision and effectively translating it into a visual narrative.

My favorite platform is one that allows for both creative freedom and innovation. I particularly enjoy working with digital tools and technologies that enable dynamic and interactive design, such as Midjourney and Adobe Creative Suite. Midjourney, an AI-driven image generation platform, has been especially helpful in the brainstorming phase, as it allows me to quickly transform abstract concepts and ideas into concrete visual forms. This capability enhances the creative process, enabling me to explore multiple design directions and refine them based on immediate visual feedback. Additionally, I am passionate about sustainable materials that align with my commitment to environmentally responsible design. Combining traditional craftsmanship with modern technology allows me to push the boundaries of creativity while also being mindful of sustainability.

Balancing my roles as a creative director, COO, design studio owner, band lead, and still being a daughter, wife, and mom is like trying to fit a circus into a single day. I’ve learned that time is a precious resource, so I prioritize tasks, delegate where I can, and keep my schedule flexible. It’s all about making the most of every minute and finding joy in the chaos!

Everyone faces challenges, and the design field is no exception. My advice is to approach these obstacles with passion and patience. Embrace your struggles as opportunities for growth—break down difficulties, learn from them, and reassemble your understanding in new and innovative ways. Stay curious, keep experimenting, and remember that resilience is key to transforming challenges into stepping stones for success.

Designing can indeed be a time-consuming task, especially when balancing multiple responsibilities. As a creative director, company COO, design studio owner, band lead vocalist, and also fulfilling roles as a daughter, wife, and mother, I have learned to be highly organized and strategic with my time. Prioritization and effective time management are crucial. I use detailed schedules, set clear goals, and delegate tasks when possible to ensure that each role receives the attention it requires. Balancing these various responsibilities has taught me to be adaptable and efficient, ensuring that I can contribute effectively to all aspects of my professional and personal life.

The most frequently asked question I receive as a designer is often about the purpose and functionality of my designs. People frequently ask, "How does this design solve a problem or provide value?" I always emphasize that my goal is to create designs that are not only aesthetically pleasing but also practical and beneficial. I strive to ensure that each project serves a clear purpose and meets the needs of the users, rather than simply reflecting my personal tastes or preferences.

One of my most important job experiences was working at the Ogilvy & Mather in New York. During my time there, I had the opportunity to contribute to high-profile campaigns and collaborate with some of the industry's leading professionals. This experience was pivotal in shaping my approach to design and strategic thinking. I was involved in complex projects that required innovative solutions and effective communication, which significantly enhanced my skills and understanding of the global advertising landscape.

Eureka, NFL, Comfee, Midea, Naturehike, TCL, LONGi, Changan, Bixdo, BougeRV, AWOL, Sylvox, Dreametech, Buydeem, Alibaba, Doorwin, Luvindow, TAL, JOVS, AusGolden, Livall, Securam...etc

jessica.yang@we-branding.com
https://www.linkedin.com/in/imjessicayang/