Wyles DanielAt a time when the brand vision is so diverse, and the media environment is constantly divided, the design should not only look good; it also should help people to remember and be emotional. This “bond between vision and emotion” is slowly becoming the core proposition that designers can not avoid. In front of the information-rich environment and the ever-changing aesthetic sense, we can put our attention on the design of beauty, rationale, and brand strategy, simultaneously, so that we can have the opportunity to be remembered for the first time.
Image Credit: Ian Chen
Ian Chen is a designer who gives balance between beauty, strategy, and emotion. As a graphic designer with a rich cross-cultural background, he has practical experience in multiple industries. With a robust visual basis, a deeper understanding of the cultural context, and a series of clear thinking methods, Ian was able to slowly carve out his position and enter the international design circle. His works are not only visually accurate and powerful but also can translate the core value of the brand into an experience in the viewer’s heart.
These methods permeate through commercial brands, public spaces, and urban sports Ian worked in. In recent years, the overall visual language he created for the book Sorry Mom, I Lied has won the Silver Award ofthe 2024 MUSE Creative Award, IDA Honorable Mention, Creative Quarterly 77 Honorable Mention, and TDC. The brand system he established for Green Inc secured the gold medal in the 2024 London Design Awards because of its distinctive structure and unique recognition. In the public and cultural space area, the Shanghai Museum of Glass vision project conducted by him won the 2024 MUSE Creative Award with an advanced-forward strategy, in which it was chosen for Tokyo TDC Annual Awards and the Red Dot Award: Design Concept, which was part of Asia Pacific Design 19. In the city and sports brand, the New York City FC project that he worked on won two international competitions, the TDC Awards and ADC Awards, in 2025. These successes not only show Ian’s understanding of the design for beauty and reason, but also emphasize his significant role of being the principal designer of the project.
Image Credit: Ian Chen
Regarding giant-scale brand projects, Ian deeper boosted this method. Occupying the central position as core designer in Interbrand, he took part in the visual remodeling of the cross-cultural brands and smoothly embedded strategy and emotional expression. As the main designer for the visual renewal of Ronald McDonald House Charities, Ian brought both modern and warm visual tonality together into a series of nonprofit organizations, which strengthened the public comprehension of and sense of participation. This kind of project clearly demonstrated how to preserve the emotional tension within the structure- the vision is lucid, ordered, and can be emotionally touched.
For the projects of the international enterprise system, Ian has also shown the capability of coordinating aesthetic feeling, strategy, and experience in series. As an example, when creating the visual system for the joint brand by Verizon, he brought the brand to establish the consistency and emotional connected visual language in the cross-platform and cross-cultural environment, which became a reference case for the telecom and tech industry multi-media cooperation. In the packaging innovation of ExxonMobil, one change the durability and the consumer experience into an affinity visual ecosystem so the brand can be on a new balance between function and emotion.
Ian wants to bring together a more natural visual style, clear brand thinking, and honest emotional expression, so his work can solve what a brand needs right now while also leaving something that lasts. In the future, he will keep working with nonprofit groups like Ronald McDonald House Charities and also be involved in more global brand projects, including Tempur-Pedic and GE.