Alright – so today we’ve got the honor of introducing you to Shuang Wu. We think you’ll enjoy our conversation, we’ve shared it below.
Shuang, thank you so much for joining us today. Let’s jump right into something we’re really interested in hearing about from you – being the only one in the room. So many of us find ourselves as the only woman in the room, the only immigrant or the only artist in the room, etc. Can you talk to us about how you have learned to be effective and successful in situations where you are the only one in the room like you?
Navigating the Western industry as a woman of color with a distinct cultural background certainly presents its challenges, but I’ve learned to rely on my instincts. Even when I find myself as the sole representative of my background, I choose to focus on the positive aspects, embracing my unique perspective as a source of creative expression. Currently, my primary focus is on using graphic design as a means to bridge cultures and convey shared messages on an international scale.
Moreover, I firmly believe in the value of taking risks for personal growth. While the allure of staying within my comfort zone is strong, I actively push myself beyond those boundaries. I understand that every risk, regardless of the outcome, brings with it new perspectives, experiences, and knowledge. This pursuit requires courage, especially as an Asian female immigrant navigating the Western creative industry. I remain committed to trusting my decisions, taking full responsibility, and confronting the consequences head-on.
Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?
In 2013, I embarked on a journey from a small city in southern China to Miami. Equipped with both an MFA and BFA in Graphic Design from the Maryland Institute College of Art (MICA) in Baltimore, I currently serve as an assistant professor in the undergraduate graphic design program at the Kansas City Art Institute (KCAI). Starting in spring 2024, I will also be contributing as adjunct faculty at MICA and Texas State University.
Beyond my academic pursuits, I maintain deep involvement in the design world. I operate as an independent designer and co-manage a studio in Shanghai alongside two partners. Over the years, I’ve made significant contributions to renowned organizations such as Champions Design, MICA, NetEase WangYi, and Wix.com. My diverse client portfolio includes collaborations with the Advancement Project, Quad, Maryland Department of Transportation, LadyM, Nespresso, and various non-profit organizations.
My design interests span a wide spectrum, encompassing storytelling, typography, branding, publication, and creative innovation. I engage in a diverse range of projects, from crafting brand identities and packaging design to creating captivating motion graphics, editorial designs, and coding experiences. In addition to my roles in teaching and design, I continuously explore multimedia design experiments, embracing tools such as C4D, TouchDesigner, and p5.js.
My designs have garnered recognition from esteemed institutions and awards such as the GDUSA American Graphic Design Awards, Communication Arts (CA), Dezeen, Society of Typographic Arts (STA), International Design Award (IDA), American Institute of Graphic Arts (AIGA), Indigo Design Award, Transform Asia-Pacific Award, Wix, and Creative Quarterly.
There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
In the dynamic creative industry, staying updated on innovative thinking and technology is not only crucial but also a continuous challenge. Coming from a non-art background, my initial focus was on mastering Adobe software and the fundamentals of design through college and online resources. However, once I entered the real world of design, I realized that graphic design is more than just technology; it’s a form of creative thinking and a way of life. To craft meaningful projects, one needs to possess skills in meticulous attention to detail, effective communication, collaboration, and providing clear art direction. Secondly, I make it a point to continuously challenge myself by stepping out of my comfort zone and applying these skills in my daily life, as well as seizing every available work opportunity. For example, during my internship at Champions, an NYC-based brand studio last summer, I actively participated in multiple projects and took on responsibilities in overseeing workflow and project structure. Prior to this, I encountered numerous rejections, endured rounds of interviews, and sent countless cold emails over the course of three months, exploring opportunities in various sectors, ranging from large tech companies to advertising agencies and small creative teams. Eventually, I found my place in the field of design higher education.
Thirdly, my commitment to constant learning is greatly facilitated by the wealth of free online platforms that have effectively turned the internet into an open-source classroom. By maintaining an open mind and embracing the opportunities that surround me, along with challenging myself and actively networking across industries, including participation in design conferences (such as AIGA and TDC), I have embarked on an exciting adventure filled with diverse opportunities.
What has been your biggest area of growth or improvement in the past 12 months?
When I initially contemplated the idea of becoming a higher education instructor during my time in grad school, it presented a formidable challenge. I grappled with doubts about my ability to handle it, given my lack of experience in teaching at the college level and my relative unfamiliarity with a different language system. Despite these uncertainties, I made a deliberate choice to step out of my comfort zone and give it a try—and it turned out to be one of the most wonderful and pivotal experiences in my life. This path proved to be a rewarding adventure, driven by my willingness to embrace risks and resist the urge to overthink. In this journey, I’ve come to understand that there is no clear-cut right or wrong, and these risks gradually shape our unique career and life journey. As an instructor in higher design education, my greatest joy comes from witnessing my students achieve their creative aspirations through the art of design. The positive feedback I receive from my students is a constant source of motivation for me to continue teaching. Their projects are a testament to the collaborative efforts between my lectures, class critiques, and their own dedication and hard work.
Speaking of design, there’s immense satisfaction in establishing smooth and effective communication with my clients and crafting a brand system that authentically represents their needs through my design lens. This experience is undeniably rewarding and is something I have always sought after—to connect with, educate, and exchange ideas with the world through the practice of graphic design.
Contact Info:
- Website: https://wu-shuang.com/
- Instagram: https://www.instagram.com/reawakening47/
- Linkedin: https://www.linkedin.com/in/shuang-luna-w-930b2814a/
- Other: https://www.behance.net/shuangwu47
Image Credits
performing artist: Ciarra K. Walters
