Q1

In my professional journey, I have dedicated myself to improving my abilities by attending workshops and gaining practical experience. For example, taking part in Touch Designer workshops has expanded my technical skills and creative perspectives. However, as technology evolves, I have realised that acquiring AI skills and other emerging competencies is crucial to developing graphic design strategies that foster a more diverse, inclusive and accessible world. I have observed that some designers can become mere servants of technology, with productivity tools overshadowing the creative subjects they are meant to serve. A pivotal moment in my career was when a long-term client approached us with a Midjourney-generated image, demanding a quick replication using our existing design tools. Despite our best efforts, we fell short and this experience left me feeling constrained by the rapid evolution of technology. It became clear that to remain relevant and effective in my field, I must embrace a more versatile skill set and a holistic approach to design thinking.
在我的职业生涯中，我致力于通过参加研讨会和获得实践经验来提高自己的能力。例如，参加 Touch Designer 研讨会扩展了我的技术技能和创意视角。然而，随着技术的发展，我意识到，获得人工智能技能和其他新兴能力对于制定图形设计策略至关重要，以培育一个更加多样化、包容性和无障碍的世界。我观察到，一些设计师可能仅仅成为技术的仆人，生产力工具掩盖了他们本应服务的创意主题。我职业生涯中的一个关键时刻是，一位长期客户向我们提供了中途生成的图像，要求使用我们现有的设计工具快速复制。尽管我们尽了最大的努力，但我们还是未能成功，这次经历让我感到受到技术快速发展的限制。很明显，为了在我的领域保持相关性和有效性，我必须采用更通用的技能和整体的设计思维方法。

My aspiration is to become a multifaceted graphic designer - a leader who possesses a comprehensive design mindset and operational system thinking, capable of overseeing the entire project lifecycle from concept to final output. Specifically, I aim to engage in brand-related peripheral design within three years, producing innovative designs that resonate with the brand’s ethos. As I advance, I see myself working in a multidisciplinary visual studio as a Visual Director or Creative Director, leading projects with a deep understanding of diverse media and technologies, ensuring that each piece of work is not only visually striking but also conceptually rich and meaningful.
我的愿望是成为一名多面手的平面设计师——一个拥有全面设计思维和操作系统思维的领导者，能够监督从概念到最终输出的整个项目生命周期。具体来说，我的目标是在三年内从事与品牌相关的周边设计，制作出与品牌精神产生共鸣的创新设计。随着我的进步，我认为自己在一个跨学科的视觉工作室工作，担任视觉总监或创意总监，领导对不同媒体和技术有深刻理解的项目，确保每件作品不仅在视觉上引人注目，而且在概念上丰富且有意义。

The MA Graphic Design programme at the University of Edinburgh is the perfect opportunity to advance my career with its combination of theoretical and practical learning. Edinburgh is a city full of history and culture, offering an energetic setting for artistic discovery. The University has close connections with the design sectors, offering students internship opportunities, guest lectures and networking events. Additionally, taking classes like Graphic Design: Visual Thinking & Studio Process will help me discover different design principles and improve my creative methods. The Environmental Design: Materials, Ecologies, Futures module will refine my critical thinking skills and broaden my understanding of how design can tackle complex environmental and social challenges. In exchange, I am fully prepared to contribute a broad range of skills and extensive experience to the programme. Having worked in the industry for six years, I am eager to share my expertise and insights with my peers. I am sure that my passion for new and unique experiences will infuse the programme with a fresh and innovative perspective, offering different viewpoints and possibilities from the outset of creative projects.
爱丁堡大学平面设计硕士课程将理论与实践学习相结合，是我职业生涯发展的绝佳机会。爱丁堡是一座充满历史和文化的城市，为艺术探索提供了充满活力的环境。该大学与设计行业有着密切的联系，为学生提供实习机会、客座讲座和社交活动。此外，参加平面设计：视觉思维和工作室流程等课程将帮助我发现不同的设计原则并改进我的创作方法。环境设计：材料、生态、未来模块将提高我的批判性思维能力，并加深我对设计如何应对复杂的环境和社会挑战的理解。作为交换，我已做好充分准备为该计划贡献广泛的技能和丰富的经验。在这个行业工作了六年，我渴望与同行分享我的专业知识和见解。我相信，我对新的和独特的体验的热情将为该项目注入新鲜和创新的视角，从创意项目一开始就提供不同的观点和可能性。

Q2

At university, my graduation design "Me" was a comprehensive experience, from scriptwriting to concept art, storyboarding and finally, animation compositing and output. The creation process was both challenging and rewarding. Repeatedly rewriting and reshaping the script was a painful yet crucial part of the journey, honing my patience and perseverance. The meticulous process of gathering, researching and selecting materials was equally important, requiring a keen eye for detail and a structured approach. In the later stages of the project, the extensive task of assembling numerous clips and producing offline materials significantly enhanced my proficiency with software such as Adobe Premiere Pro (PR) and Adobe Photoshop (PS). The project culminated in a successful final presentation, earning me a top 5 ranking. Furthermore, the experience provided me with an invaluable understanding of the entire animation creation process and a robust set of skills in project management, technical proficiency and creative problem-solving.
大学时，我的毕业设计《我》是一次综合的经历，从剧本创作到概念艺术、分镜到最后的动画合成和输出。创作过程既充满挑战又充满收获。反复重写、重塑剧本是整个旅程中痛苦而又关键的一部分，磨练了我的耐心和毅力。收集、研究和选择材料的细致过程同样重要，需要对细节的敏锐洞察力和结构化的方法。在项目的后期阶段，组装大量剪辑和制作离线材料的大量任务极大地提高了我对 Adob​​e Premiere Pro (PR) 和 Adob​​e Photoshop (PS) 等软件的熟练程度。该项目最终以成功的最终演讲告终，为我赢得了前 5 名的排名。此外，这段经历让我对整个动画创作过程有了宝贵的了解，并在项目管理、技术熟练程度和创造性解决问题方面具备了一套强大的技能。

My subsequent work experience has greatly enriched my understanding of relevant fields. During my three-year tenure at Shanghai Media Group, I was engaged in the flagship brand project "ERC Chinese Top Ten" and my passion and sense of responsibility as a designer were instrumental in ensuring the smooth execution of the project. One of the most significant challenges I faced was managing the diverse requirements of multiple dimensions and formats, while ensuring that each brand's unique identity was maintained. The tight deadlines added another layer of complexity, testing my adaptability, technical aptitude and mental resilience. To address these challenges, I had to stay abreast of the latest market trends, analysing vast amounts of data to identify the aesthetic preferences of the year. This involved frequent debates with the project director to align on design styles and to ensure consistency.
随后的工作经历极大地丰富了我对相关领域的理解。在上海文广新闻传媒集团任职的三年期间，我参与了旗舰品牌项目“ERC中国十大”，我作为设计师的热情和责任感保证了项目的顺利执行。我面临的最重大挑战之一是管理多个维度和格式的多样化需求，同时确保保持每个品牌的独特身份。紧迫的期限又增加了一层复杂性，考验着我的适应能力、技术能力和心理承受能力。为了应对这些挑战，我必须紧跟最新的市场趋势，分析大量数据以确定当年的审美偏好。这需要与项目总监进行频繁的辩论，以协调设计风格并确保一致性。

Working with artists presented additional hurdles, such as changing photographs, revising final drafts and navigating potential conflicts with brand partnerships. Maintaining a calm and resilient mindset was crucial and it was a quality that proved invaluable throughout the project. During the pandemic, we encountered the unexpected challenge of having to change the venue at the last minute, but thankfully I succeeded, delivering a complete redesign of all promotional materials. The three galas that I engaged in taught me the importance of organisation, stability, efficiency and high-quality output.
与艺术家合作带来了额外的障碍，例如更改照片、修改最终草稿以及解决与品牌合作伙伴关系的潜在冲突。保持冷静和坚韧的心态至关重要，这种品质在整个项目中被证明是无价的。疫情期间，我们遇到了意想不到的挑战，在最后一刻不得不改变场地，但幸运的是我成功了，对所有宣传材料进行了彻底的重新设计。参加的三场晚会让我懂得了组织、稳定、高效、高质量产出的重要性。

Another highlight was my engagement in the 2017 "Long Live Chinese Workers Concert" in Belgium. This project presented me with unique challenges, from conceptualising designs that resonated with a diverse audience to ensuring the visual elements were cohesive across all materials. One particular difficulty was balancing the cultural nuances of the event's theme with the aesthetic preferences of a European audience. To overcome this, I conducted thorough research into Chinese and Belgian cultural symbols and design trends, integrating these elements respectfully and innovatively. The experience further testified that design can bridge cultural gaps and evoke powerful emotions.
另一个亮点是我参加了2017年比利时“中国工人万岁音乐会”。这个项目给我带来了独特的挑战，从与不同受众产生共鸣的概念化设计到确保视觉元素在所有材料中具有凝聚力。一个特别的困难是平衡活动主题的文化差异与欧洲观众的审美偏好。为了克服这个问题，我对中国和比利时的文化符号和设计趋势进行了深入的研究，尊重和创新地融合了这些元素。这次经历进一步证明设计可以弥合文化差异并唤起强烈的情感。