"I create eye-catching, cohesive designs that also convey a message. I communicate information with advertising posters, UI designs to solve a problem, products for marketing. To convey the desired messages clearly and effectively, my design process is lengthy, eventually arriving at simplicity. I always start sketching as many ideas as I can. This flow allows for all potential ideas and later shows the best to continue. I create numerous revisions to simplify more and more until what is left is absolutely essential. What I make has to be the intended message. For example, the phrase “Not Cuul” is a witty play on the words “Cool” (what teens want to be) and “Juul” (the most popular vape brand used among teens). The font and colors work together to make the viewer look twice at this surprising campaign to see it is in fact NOT an ad for, but against vaping. After I finalize my digital designs the next step is creating product mock-ups using Adobe Creative Cloud. For some projects, I am able to create the physical products - like buttons, screenprint shirts, etc. Put together, this allows my designs to look like a real-world application, product, or branding campaign." - Serena Ng