Today we’d like to introduce you to Yitong Jiang
Hi Yitong, so excited to have you with us today. What can you tell us about your story?
I’m Yitong Jiang from Tianjin, China. My first name in mandarin means “Happy little sun,” and I come from a city known for comedy show. People often joke that everyone from Tianjin is born with the talent to do stand-up comedy. So, whenever I can make my friends laugh out loud, I feel super proud. I studied visual communication design there and I had never really lived in another city for the first 22 years of my life. There was a moment that a voice in my head said, “Damn, if I don’t get off my butt and make some crazy decisions, the next time I get up from this chair I’ll be 60.” I knew I had to go far, change my lifestyle, meet lots of people, and gain new life experiences. So, I spent some time putting together a portfolio, and now I’m a graduate student at the ArtCenter College of Design, expected to graduate in 2025. Like many others, from a young age, a beautifully laid out notebook, an attractive magazine, or even a short, interesting motion piece could captivate me for hours. I’ve always believed that I didn’t choose a career in graphic design; graphic design chose me. Passion alone isn’t enough; we met, we touched, but I need to understand it better to help it shine in a multitude of industries. That’s why I chose ArtCenter.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
When working on various projects, I have realized that what has been holding me back is not coming up with an interesting idea, but rather how to effectively tell my story and convey my ideas. This is much harder than it sounds, especially when doing it in your second language, which makes it even more challenging. Storytelling truly requires both talent and effort. I don’t have a high level of talent, so I keep practicing constantly. Telling the story of your project is not about fabricating something that doesn’t exist; it’s about building an emotional connection with your clients and making them empathize with you. We always tend to view our own and others’ work critically. Through continuous refinement, I have developed the habit of constantly asking myself, “Why am I doing this?” and “What valuable information can others gain from what I say?” Once the story is told well, things tend to go more smoothly.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
Packaging, typography, brand strategy, motion… Each of these excites me immensely. However, when I entered ArtCenter, I knew for sure that I was not a coding person. So, if someone asks me what I’m best at, I might not have an answer. But if they ask what I’m worst at, I can say “Coding!” with 100% certainty. This preference likely stems from my love of materials. I really enjoy working with tangible materials, which is why I love packaging projects the most. Just looking at paper samples can get me excited enough. Starting a packaging project feels like there are so many possibilities waiting to be explored.
This year, I redesigned the packaging for the oral care brand Crest. I incorporated an angled sliding mechanism into the mouthwash bottle and floss case, hoping to create a brand-new oral care experience for consumers through this unique “opening ceremony.” In the logo design, I emphasized the intimacy and support with its consumers. Additionally, the tear-on opening method was designed to convey the sensory experience aligned with the theme of “freshness.”
Do you have recommendations for books, apps, blogs, etc?
I often visit WGSN and Stylus to check market trends. As I continue my studies, I’ve increasingly realized the importance of understanding market directions. Many times, we face information barriers and cannot access a lot of valuable information promptly. We always say we design for the future, but when it comes to identifying what the future holds, we often find ourselves lost. Therefore, these two information platforms are, in my opinion, very valuable references. Although the technologies featured on these websites have already been researched and may not represent the ‘future’ in the truest sense, they help me gain a comprehensive understanding of the broader environment and keep up with current trends to support my work.
Contact Info:
- Instagram: https://www.instagram.com/yitong.design
Image Credits
main photo: Rebranding for Crest, family shot
1. Mouthwash for Crest
2. BlueNalu’s Name Cards
3. BlueNalu’s Seafood Packaging
4. PS23 Visual Identities
5. PS23 Poster
6. PS23 Tote bag
7. Vinyl Cover Design for Aphex Twins
8. Mahjong Package for Huluh
