Spotlight on Innovation: Qianzi Chao’s Visionary Cranbrook 2024 Graduate Catalog

Award: Winner in Catalogs / Books
Project: Cranbrook 2024 Graduate Catalog
Client: Cranbrook Academy of Art
Lead: Qianzi Chao

Bridging innovative design with cinematic storytelling, the Cranbrook 2024 Graduate Catalog stands as a powerful tribute to individual creativity and bold artistic expression. The interview below offers an intimate look into Qianzi Chao’s creative journey and the thoughtful process that brought this visionary project to life.

1. Can you share a bit about your background and how your journey has shaped your creative practice?

Qianzi Chao: I am Chao Qianzi, a senior designer at Alibaba Group. I obtained a master’s degree in 2D Design from the Cranbrook Academy of Art. Over the years, I’ve built an extensive record of achievements—I was the Young Ones Portfolio 2024 Winner, the Graphic Design USA 2023 Winner, participated in the Detroit Artists Market Exhibition, been included in the 19th Asia-Pacific Design Yearbook, taken part in the Shanghai Asia Graphic Design Biennial, and won the Platinum International Design Award.

2. What was the brief for the Cranbrook 2024 Graduate Catalog, and what key objectives guided its success?

Qianzi Chao: The brief for the award-winning project was inspired by the concept of “film.” The primary goals were:

• Highlighting Individuality: To spotlight the individuality of each student’s work—treating them as the stars of the visual showcase to ensure every creation received the attention it deserved.
• Celebrating Diversity: To encompass a wide range of mediums such as book design, exhibition curation, web development, and social media engagement, thereby celebrating the diverse and unique personalities of Cranbrook’s graduating class.

3. What was the inspiration behind your design concept for the catalog?

Qianzi Chao: Inspired by the allure of “film,” my visual concept aimed to spotlight the individuality of each student’s work, casting them as the stars of this visual extravaganza. By embracing a spectrum of mediums—including book design, exhibition curation, web development, and social media engagement—the design celebrates the diverse and unique personalities behind Cranbrook’s graduating class.

4. What challenges did you encounter during the creation of the catalog, and how did you overcome them?

Qianzi Chao: During the creative process, I encountered significant challenges, primarily involving the collection of information from all the graduating students across the entire school. This task wasn’t solely about design creativity; it was also a complex collaborative team-management endeavor. I had to coordinate with numerous individuals, ensuring every student’s work details were accurately gathered, which required meticulous planning and communication. To overcome these challenges, I fully utilized my strong management skills: I established a well-structured schedule, assigned clear tasks to team members, and maintained open channels of communication. This enabled us to efficiently manage the large-scale information collection and smoothly progress with the project, ultimately leading to its successful completion.

5. What sparked your passion for graphic design, and how has your creative journey evolved over time?

Qianzi Chao: My passion for graphic design was ignited by the power of visual storytelling. A childhood spent immersed in colorful picture books and movie posters made me realize how design can evoke emotions. Over time, I’ve learned diverse techniques—from traditional to digital—constantly evolving my style to tell more engaging stories.

6. How do you keep up with the latest trends, such as AI, and what do you think about its impact on the creative industry?

Qianzi Chao: I stay updated on the latest trends like AI by regularly reading industry publications, attending webinars and conferences, and joining professional groups. AI’s impact on the creative industry is twofold: it can automate repetitive tasks, boost efficiency, and offer new creative tools, yet it also poses challenges like job displacement and ethical issues. Creatives should embrace AI as a partner while focusing on uniquely human skills such as empathy and critical thinking.

7. What steps do you take to continuously grow as a designer and creative professional?

Qianzi Chao: To continue growing as a designer, I take these steps:

• Continuous Learning: I keep learning new design software and techniques and study different design styles and trends through online courses and books.
• Seeking Inspiration: I regularly visit art exhibitions, design galleries, and online platforms to find inspiration and stimulate creativity.
• Practice and Reflection: I constantly engage in design projects, reflecting on and summarizing each work to improve design quality.
• Exchange and Collaboration: I actively participate in design communities, exchange ideas with peers, and collaborate with others to gain new perspectives.

8. What fuels your imagination, and how do you nurture creativity in your daily life?

Qianzi Chao: My inspiration is deeply rooted in my long-standing passion for and study of painting. Having dedicated years to honing my painting skills, it has become a wellspring of inspiration, constantly fueling my imagination and providing a rich source of visual concepts and creative impulses that I draw upon in my work.

9. Who are the biggest influences in your field or the creatives you admire most?

Qianzi Chao: I greatly admire Apple design.

10. How do you balance client needs with your personal creative style?

Qianzi Chao: Balancing client needs and personal style can be achieved through:

• In-depth Communication: Having thorough conversations with clients to understand their goals, expectations, and preferences, while introducing your own style characteristics to lay the foundation for cooperation. For example, when designing a brand poster, first clarify the client’s specific requirements for colors, elements, etc.
• Seeking Common Ground while Reserving Differences: Analyzing the points of convergence between client needs and personal style, incorporating elements of your personal style while meeting the client’s core needs; for instance, in interior design, adding your adept minimalist decorative style while fulfilling the spatial functionality requirements.
• Providing Options: Offering multiple design options—some emphasizing personal style and others adhering closely to client needs—to let clients compare and select, reaching a balance through dialogue.
• Adjusting Flexibly: Making professional judgments based on client feedback and adjusting the plan reasonably, being prepared to compromise on personal style when necessary to achieve a mutually satisfactory result.

Designing the Future

The Cranbrook 2024 Graduate Catalog is not only a shining example of innovative design but also a celebration of individuality and diversity. Qianzi Chao’s work brings cinematic storytelling to the forefront of visual communication, setting a new benchmark for how graduate work can be showcased. This project inspires us to look beyond traditional formats and embrace creative collaboration to tell powerful stories.