Xingyue Deng on Reimagining Corporate Storytelling with M/Magazine

Thank you! My name is Xingyue Deng, a visual designer, professional member of the Hong Kong Designers Association (HKDA), and founder of Chengdu Mifang Culture (Find Design Studio), a creative studio based in Chengdu, China.

My work centers on brand identity, packaging, editorial design, and visual communication, where I collaborate with clients across diverse industries to create solutions that merge strategic thinking with aesthetic impact. Over the years, I’ve been fortunate to receive international recognition from several award programs.

My journey into the creative industry began with a deep curiosity about how design shapes perception and connects people with brands. I started with traditional graphic design and gradually expanded my practice into multidisciplinary visual storytelling, combining editorial, interaction, and immersive experiences.

This approach naturally led to projects like M/magazine, where we reimagined a 30th-anniversary corporate publication into an interactive storytelling platform. For me, design has always been about creating emotional resonance — making ideas not just visible, but memorable.

We decided to submit M/magazine to the MUSE Creative Awards because this project represents a breakthrough in how we approach editorial design and brand storytelling. We wanted to challenge ourselves and showcase how a traditional corporate publication can evolve into an interactive and emotionally engaging experience.

Winning this award is incredibly meaningful. On a personal level, it’s a moment of pride and encouragement — a reminder that our creative experiments resonate beyond our immediate industry. Professionally, it validates our studio’s vision and opens doors to more international collaborations and cross-disciplinary opportunities.

For us, this award is not just recognition of good design — it’s a celebration of storytelling, innovation, and emotional connection.

M/magazine was redesigned to celebrate Maccura’s 30th anniversary. We wanted to create more than just a commemorative publication — we aimed to turn it into a platform for dialogue between the brand and its audience.

The core idea was to highlight four key values of the company — Innovation, Image, Communication, and Responsibility — and translate them into four cover designs, each with a distinct visual identity. We used Moiré animation printing on the covers, so when readers move the overlay, the imagery comes alive. This playful interactivity encourages curiosity and invites people to engage with the magazine physically, not just visually.

In today’s digital-first era, where printed media often struggles to attract attention, M/magazine shows how editorial design can evolve by combining tactile experiences, storytelling, and interactivity.

What sets M/magazine apart is its fusion of strategy, interactivity, and storytelling. It’s not just visually attractive; every design decision reflects the brand’s values and communicates them in a way that feels fresh and immersive.

We didn’t simply redesign layouts — we reimagined the role of a corporate magazine. By transforming a traditional medium into an interactive storytelling platform, we created an experience that connects the brand, its employees, and its audience in a meaningful way.

One of the biggest challenges was balancing innovation with functionality. We wanted to introduce techniques like Moire animation covers and interactive layouts, but we also had to ensure the magazine remained practical, readable, and aligned with the company’s communication goals.

We overcame this by working closely with both the editorial team and the printing specialists. Through constant prototyping, testing, and refinement, we found the sweet spot between creativity and usability — ensuring the final product was both exciting and effective.

Winning is a milestone that reflects the collective effort of our team at Chengdu Mifang Culture. Beyond personal recognition, it reinforces our studio’s philosophy: that design should be both meaningful and engaging.

We hope this achievement will strengthen our international presence, open doors for cross-border collaborations, and inspire our team to continue experimenting with innovative ideas. Already, we’ve seen increased inquiries from global clients who value our approach to interactive and narrative-driven design, which motivates us to keep raising the bar.

Clients and colleagues have been overwhelmingly positive. Many commented on how M/magazine transformed a traditional corporate publication into an engaging experience, with the Moire animation covers and playful layouts being particularly appreciated.

A memorable moment was receiving messages from long-term clients saying they felt more connected to the brand through this publication. That feedback reassured us that our design not only looks compelling but also fosters meaningful relationships.

My advice is simple: focus on storytelling, authenticity, and experimentation. Awards recognize projects that connect emotionally and push creative boundaries, so don’t be afraid to explore new formats or challenge conventions.

Equally important is understanding the client’s vision and audience. Technical skill alone is not enough; your work should resonate, inspire, and leave a lasting impression.

The creative industry is rapidly evolving, with digital experiences, interactivity, and immersive storytelling becoming central. I see these changes as opportunities to expand the role of design beyond aesthetics, bridging communication, emotion, and technology.

In the future, I aim to position myself and Chengdu Mifang Culture at the forefront of multidisciplinary design, continuing to explore how traditional media, digital innovation, and brand strategy can intersect to create experiences that leave a lasting impact.

I would say: don’t wait for perfection, start sharing your work. Competitions are not just about winning; they’re opportunities to learn, gain feedback, and measure your work against international standards.

Even small projects can teach you valuable lessons. Confidence comes from taking the first step, being open to critique, and iterating constantly. Each submission helps you grow as a designer.

Creativity is amplified through collaboration and shared ideas. Connect with peers, exchange insights, and remain curious about new perspectives. Your network can inspire innovation, challenge assumptions, and elevate your work.

“Design is not a solo journey — it thrives in conversation, collaboration, and community.”

This award belongs to our entire team at Chengdu Mifang Culture. Every designer, editor, and collaborator contributed to making M/magazine an innovative and meaningful publication.

I also dedicate this achievement to the clients at Maccura, whose vision and trust allowed us to push creative boundaries and explore new possibilities.

“M/magazine transforms a traditional corporate publication into an interactive storytelling experience, connecting brand, audience, and emotion.”

This sentence captures the essence of the project: innovation, engagement, and meaningful communication.

Looking ahead, I aim to continue pushing the boundaries of visual storytelling and integrating interactive, immersive, and cross-disciplinary design approaches. Upcoming projects will explore experiential branding, innovative editorial formats, and engaging digital-physical interactions.

My goal is to keep creating work that not only earns recognition but also inspires audiences, elevates brands, and leaves a lasting impact.