1Congratulations on your achievements in the MUSE Creative Awards! Could you start by introducing yourself or your agency? Can you also share a bit about your journey into your current industry?
I’m Shuxuan Yang and I also go by Eleanor Yang and I'm a graphic designer that specializes in identity design, motion graphics, and generative design. My approach to design is driven by a belief in uncovering beauty in both the ordinary and the extraordinary, blending storytelling with thoughtful visual systems.
My journey into this industry has been shaped by a lifelong passion for art and design, sharpened through years of creative exploration and cross-disciplinary collaboration. Today, I focus on work that bridges emotion and innovation, crafting experiences that resonate with audiences and offer lasting impact—visually, socially, and environmentally.
2What inspired you to submit your work for this competition, and what does winning mean to you personally and professionally?
Submitting my work to the MUSE Creative Awards was a way to challenge myself and share my vision with a broader creative community. Winning this award affirms my belief that design should be not only functional, but also emotionally resonant and forward-thinking. Winning this award validates my belief that design should be not only functional but also emotionally resonant and future-forward.
Personally, it affirms my growth as a designer; professionally, it’s a meaningful recognition that motivates me to keep exploring and innovating, knowing my work has the potential to connect with and inspire others.
3Can you share the story behind your success? What inspired its creation, and what do you feel it represents in today’s industry?
The winning project was born from a desire to explore how design can bridge the gap between utility and emotion. I’m deeply inspired by moments of transformation—both in life and in art—and wanted to create an experience that invites viewers to reflect on their own journeys.
In today’s fast-paced industry, where trends evolve rapidly, I believe this project reflects the timeless value of storytelling and the importance of crafting immersive, human-centered design.
4What do you believe set your project apart in such a competitive field? Were there specific elements or strategies that made it shine?
I think what set this project apart was its ability to combine thoughtful storytelling with a distinctive aesthetic. I focused on crafting a visual language that is both emotive and precise, drawing from cultural references and futuristic themes.
The use of motion, color, and interactive elements created an engaging experience that felt both personal and universal. It wasn’t just about visuals—it was about evoking feelings and sparking thought.
5Every project has its challenges. Can you share a significant obstacle you faced during this process and how you overcame it?
One major challenge was balancing emotional depth with functional clarity, especially in motion design. I wanted the animation to feel intuitive while still carrying conceptual weight. Through constant iteration, critique, and reflection, I refined the narrative flow and design elements to ensure that every frame contributed meaningfully to the viewer’s experience. Collaboration and open mindedness were key to overcoming this challenge.
6Winning an award of this caliber often brings recognition. What do you hope this achievement will mean for your career, your team, or your agency in the long run? Have you already noticed any changes or opportunities arising from this recognition?
This recognition has already opened doors for conversations with creatives I deeply admire. More than anything, I hope it will allow me to work on projects that align with my values—creating design that is inclusive, future facing, and socially impactful. Long term, I aim to contribute to meaningful change through design, and this award is a stepping stone toward greater opportunities to do just that.
7What has the reaction been from clients, audiences, or stakeholders about your winning entry? Any feedback or memorable moments that stand out?
Hearing that my work resonated emotionally and visually with others has been incredibly rewarding. It’s also sparked deeper conversations about the role of design in shaping experiences that matter, which is exactly the kind of dialogue I hoped to initiate.
8For those aspiring to achieve similar success, what advice would you offer to help them not only thrive in their industries but also craft compelling, award-worthy entries? Are there specific practices, mindsets, or strategies you believe are key?
Stay curious, stay present, and don’t be afraid to break the rules. Some of my best ideas came from experiments that didn’t seem practical at first. Focus on authenticity—create work that reflects your voice and values. Also, storytelling is key: a compelling narrative elevates even the simplest design. Finally, be relentless in refining your craft, and seek feedback often—it’s the fastest way to grow.
9The creative industry is constantly evolving. How do you view these changes, and where do you hope to position yourself in the future?
I view the evolution of design—especially with AI and generative tools—not as a threat but as an invitation to reimagine what design can be. I want to position myself at the intersection of technology and empathy, creating work that anticipates future needs while staying deeply human. My goal is to contribute to a future where design is accessible, inclusive, and transformative.
10Entering awards can be daunting for many, especially those just starting out. What would you say to individuals who have limited experience, or are hesitant to showcase their work in competitions? How can they build confidence and see the value in participating?
It’s normal to feel hesitant, but growth comes from putting yourself out there. Competitions are not just about winning—they’re about learning, connecting, and gaining perspective on your work. Start small, take feedback as fuel, and trust that your unique voice is worth sharing. Confidence builds with every step you take outside your comfort zone.
11Creativity thrives on community. What message would you like to share with fellow creatives, marketers, and advertising professionals?
Support each other, challenge each other, and never stop exploring. Creativity is a journey of constant learning, and community is what fuels it. Share your knowledge, stay curious, and remember that the most powerful work often comes from collaboration and openness.
12Winning is a team effort in many cases. Is there someone or a group of people you’d like to dedicate this achievement to, and why?
I want to dedicate this to my mother, whose unwavering belief in me laid the foundation for everything I’ve accomplished. Her encouragement gave me the freedom to pursue art without fear, and her resilience continues to inspire me every day. This recognition is a reflection of her love and support.
13If you could describe your award-winning entry in one sentence, what would it be and why?
The Evolution Poster is a visual narrative that celebrates Vietnam’s rich cultural roots while envisioning a future where sustainability and innovation grow in harmony—melding nature’s elegance with the precision of modern technology.
14Finally, what’s next for you? Any exciting projects or upcoming goals that you’d like to share with us and the audience?
I’m currently working on a project that explores the convergence of technology and biology in shaping our understanding of life and evolution. The project delves into AI-generated ecosystems, hybrid organisms, and bio-integrated environments, challenging traditional definitions of nature in an age increasingly influenced by algorithms. This work is part of my ongoing interest in blending generative design with speculative storytelling to envision the future of human and nonhuman interaction. I’m excited to continue pushing boundaries, merging organic and digital languages in new, thought-provoking ways.
