From Academia to Creativity: ZHENG Shaoxuan's Trailblazing Achievements in the Field of Global Graphic Design

Author: Emily Rhodes

In an era of rapid change, the global design industry is undergoing a profound transformation from traditional expression to digital, intelligent, and immersive experiences. With the rapid development of artificial intelligence, big data, and graphic technology, design is no longer merely limited to the presentation of aesthetics but is evolving in a more complex and interactive direction. Against this industry background, graphic design has become not only a tool for visual art expression but also a core force leading social culture, business trends, and technological innovation. In the tide of this global trend, a young designer, ZHENG Shaoxuan, is rising rapidly with his unique technical perspective and forward - looking thinking and has already carved out a niche in the Chinese and even global design circles.

Today, in New York City, the United States, we have invited ZHENG Shaoxuan to personally share his design concepts and creative explorations with us. In his eyes, design is not just about creation, but also a profound anticipation and practice of the future. From Qingdao, China to New York, the United States, ZHENG Shaoxuan's growth trajectory is closely linked to the background of the times, which has injected a unique multicultural perspective into his design thinking.

ZHENG Shaoxuan was born in 2004. In his early years, he received high-quality Western education at the International Department of Qingdao Jiaozhou YINGZI Private School in China, laying a solid foundation for his subsequent study abroad journey. Through Springfield Commonwealth Academy, he entered the School of Visual Arts and specialized in graphic design. For ZHENG Shaoxuan, these educational experiences are not just about academic courses, but also about a deep understanding and absorption of different cultures, artistic languages, and design philosophies. His study abroad life has led to collisions with design concepts and creative genres from all over the world, and this kind of collision is vividly demonstrated in his works. His design works begin to show a profound technical foundation and highly creative cross-border integration. It is precisely this innovative design thinking that has enabled ZHENG Shaoxuan to start his exploration of technological research and development at an early stage and break through the limitations of traditional graphic design.

ZHENG Shaoxuan's achievements are not only reflected in his academic pursuits and creative practices. As a highly talented member of the younger generation, he has already made a certain impact in the industry at an early stage of his career. Since August 2023, ZHENG Shaoxuan has been working as a graphic designer at Shenzhen Zhidao Brand Consulting Co., Ltd. in China, being responsible for the creative design and production of various brand promotion materials, advertising posters, product packaging, etc. of the company. In his work, by combining the company's brand positioning with market demands and using professional design software, he creates high-quality graphic design works. He not only demonstrates his professional qualities as a designer but also provides strong visual support for the company's brand image enhancement and product promotion with his innovative thinking. Now, although studying in the United States, ZHENG Shaoxuan still maintains close communication with the company. Through online cooperation, he efficiently completes various tasks, fully demonstrating his work ability and sense of responsibility in an international environment.

ZHENG Shaoxuan is not just an outstanding graphic designer; he is a versatile talent who combines innovative technology and research capabilities. In recent years, he has successively released several original design software, sparking technological innovations within the design industry. His design concepts are not confined to the construction of traditional graphic designs but also delve deeply into intelligent, interactive, and multi-dimensional spatial aspects. Despite the profound influence of these technological achievements on the industry, ZHENG Shaoxuan has always emphasized that technology and creativity are not separate entities. Instead, they should complement each other, providing designers with more efficient and precise creative tools and thus facilitating the transformation of design from "manual creation" to "intelligent collaborative creation."

ZHENG Shaoxuan's influence in the industry and his innovative spirit are further demonstrated by his winning the 2025 Gold Award of the American MUSE Design Awards. His original work “QING HE JIAN” won the Gold Award of the MUSE Design Awards, one of the most prestigious design awards globally, representing the high recognition of the design community for his creativity and technology. The cultural background of the award-winning work is deeply rooted in Chinese traditional food culture, especially the inheritance of the intangible cultural heritage of Hejian donkey burger. Through this work, ZHENG Shaoxuan skillfully combines traditional Chinese elements with modern design language, creating a brand image that not only preserves regional cultural characteristics but also conforms to international aesthetics. The entire brand visual system features orange and wood tones as the main colors, integrating classic Chinese calligraphy fonts and traditional architectural patterns, presenting a rich atmosphere of Chinese aesthetics. In terms of spatial design, ZHENG Shaoxuan ingeniously integrates traditional cultural elements into store signs, wall graphics, and menu displays, creating an immersive cultural dining experience. The packaging design, with its simple and modern style, balances traditional charm and practical functionality, enhancing the brand's memorability and recognition.

ZHENG Shaoxuan's creative thinking is not only a simple presentation of traditional culture, but also gives modern expression to traditional non-heritage items through innovative design language, so that traditional culture can be given new vitality in the context of globalization. This creative thinking not only opens the door for Chinese brands to enter the international market but also provides the global design industry with a new perspective on integrating historical culture and modern design concepts.

ZHENG Shaoxuan's work is not only a manifestation of his personal achievements but also an integral part of the global advancement of design technology. As a young and outstanding designer, his contributions have received high praise from many renowned design experts at home and abroad. For instance, Professor LI Hongwei, a famous Chinese design scholar, once stated, "ZHENG Shaoxuan's innovative spirit and technological achievements represent the future direction of the graphic design industry. He is not merely a technology developer but also a practitioner who leads the design language and technology into a new era."

With the development of digital and intelligent technologies, the future of graphic design will become more complex and diversified. ZHENG Shaoxuan's exploration and contributions have set a new benchmark for the global design community, and have also enabled more designers to see the infinite possibilities of combining technology and creativity. ZHENG Shaoxuan himself has also expressed that in the future, he will continue to promote the deep integration of the design field and technology, explore more uncharted technological areas, and bring more far-reaching changes to the design industry. Each of his technological breakthroughs will bring new inspiration and impetus to the global design industry, becoming the intersection of creativity and technology in the next era.