2 minutes read

For today we interviewed a designer who was born and raised in China and who made a splash with his special attention for negative space, as shown in his branding for The Museum of The Moving Image, inspired by chopped frames of film strip. You will read on the top of his website:

Zipeng Zhu is a designer in New York who wants to make everyday a razzle-dazzle musical. Before he ate cheese and spoke english, he was eating rice and speaking mandarin and cantonese in China.

Zhu is one of the top 10 designers that you must watch in 2015 (according to the Past Magazine).

Official Website: www.zz-is.it

Twitter account: @zzdesign

Could you tell us something special about your background in design? 

“Before I decided to come to New York study design I was a biochemistry student in my high school in the south of China. Also Lego was my only toy I liked growing up, so my work is strongly influenced by colorful geometric shapes.”

How would you describe your approach to design? 

“I try to find a small but unique detail of the project and try to blow it up as much as possible to all medium and surfaces.

For example my college thesis the rebranding of Museum of The Moving Image was the perfect example. I used the filmstrip cut out as inspiration developed a whole set of identity system base on squares.”

How do you think online design resources have influenced the design being produced today? 

 “Honestly I wouldn’t know what to do without my internet. I think since everyone is online and see everyone else’s doing and get to learn from each other. Also all the resources make research and presentation much faster and easier. I have to say I learned most of image presentation skills from looking at other peoples work presenting online.”

How would you describe the relationship between design and advertising in a digital marketing strategy? 

“They are strongly connected. Advertising provides relevancy and design give authenticity. You need both but the ratio can be different from two ends.”

What’s the best advice you have heard lately? 

“Recognize your worth.”

Thank you Zhu.

Robert Katai
Robert Katai is the Product Marketing Specialist at Creatopy. His work was featured on Adweek, Entrepreneur, Marketing Profs, Content Marketing Institute and other places.

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