Design Feast Series: Designer’s Quest(ionnaire)

Aileen Cheng

Graphic Designer and Creative Director

Primary design concentration:

Branding and strategy, including identity, print and web design

Most preferred tools for designing:

Wacom tablet and pen, everything Apple and Adobe

How and why did you choose to become a designer?

Ever since I could hold a pencil, I’ve been involved in something creative—drawing, painting, ceramics, calligraphy, the list goes on. I loved drawing type as a kid, even before I knew what typography was. My parents encouraged me to go to design school—they wanted me to be able to get a job doing what I love. I feel very lucky for that.

What are some of the challenges you encounter as a designer and how do you deal with them?

When I get stuck on a project, I like to get away from my computer. Sometimes I’ll go for a walk with my dog, Azuki (below), to clear my mind. Then I get back to work by sketching with a pen and paper, or going through our library of design books.

What is your definition of an “elegant solution,” that is, good design?

I think good design is timeless, solves the problem and communicates the client’s message clearly. And of course, tasteful typography is always key.

From skills to values, what makes a designer successful?

I feel like the ability to listen is one of the things that makes a designer successful. I think that listening to what the client is communicating, and asking them the right questions, are an important part of creating a good solution.

How do you stay motivated and grow personally and professionally as a designer?

Engaging with other designers really helps me stay motivated and inspired. Last year, I was introduced to a community of women creatives at a conference called Designer Vaca—we were in Palm Springs for a few days to hang out and share our experiences, challenges, and successes. Every girl I met there inspires me in a different way.

For those aspiring to become a designer, whatever the discipline, what is your advice?

To have your own point of view. Having your own inspirations and experiences to draw from, aside from looking at other great work out there.

What is your quest in design, from a professional practice, education or evolution standpoint?

To do good work. To continue challenging myself to grow as a designer.

Return to the Index

Previous: Danielle Evans  |  Next: Kimberly Glyder