Hsinting Yu , London, United Kingdom

My aim is to help businesses develop their brand image in order to showcase the unique character and story of each through communicative, evocative, high quality design. I believe that good design can tell stories in uniquely visual ways, while being accessible and efficient. As part of my brand strategy background, I deeply understand the importance of cohesion between the visual and the brand's values, therefore I strive to learn both the brand’s story and how it works before starting my design work.

Clear and measured communication is something that underpins my process, from the first point of contact with a client all through to the final outcome; in fact, clear expression through design is central to my work. The years of experience in the design field between Asia and Europe have afforded me a multicultural and diverse range of communication strategies and projects.
My practice balances a lively and playful aesthetic with a meticulous and highly organised process. I work closely with clients and ideally develop the project collaboratively, fine-tuning the work as we go.

I aim to imbue my projects with personality and add value, helping them come to life. Creating brands is immensely satisfactory for me, particularly because it allows me to distill concepts into visual elements that can be implemented practically.

My projects range across different industries, from hospitality, to retail, to education, to creative personal brands. The diversity of my work has made me even more attuned to picking up the details of what each client needs, while still delivering clean, bright aesthetics.

To summarise my design point of view toward my work: Design is a process that takes time, be that long or short. Achieving the best outcome requires both creative and strategic thinking balancing scientific and artistic principles . That is when the design comes to life.