Award-Winning Art Director Andre Teh-hsi Chen Captures Hualien’s Festival Spirit

Winning the MUSE Design Awards is a testament to the hard work and dedication my team and I put into every project. It’s more than just an accolade—it’s a validation that our vision resonates on an international scale.

As designers, we strive to create work that is not only visually striking but also meaningful. This recognition encourages us to keep pushing boundaries and refining our craft.

This award has amplified our visibility within the global design community, opening doors to new collaborations and expanding our reach beyond my country.

It has reinforced our credibility, making engaging with international clients who value innovative and culturally inspired design easier. Internally, it has been a great source of motivation for my team, reaffirming that our approach—melding artistry with purpose—resonates with a broader audience.

Experimentation is at the heart of innovation. I believe that design should not be confined by conventional methods but should be an ever-evolving dialogue between concept and execution.

One example is my studio branding project with deLightful time home décor, a home décor and accents series inspired by the beauty of my country, where I blended traditional craftsmanship with contemporary design elements. We transformed everyday objects into cultural artifacts by experimenting with materials and production techniques, bridging heritage with modern aesthetics.

Inspiration can be found in the most unexpected places. Once, I was captivated by the structures of the traditional barred windows of local old apartments. This simple yet mesmerizing visual inspired a series of patterns used in a branding project, evoking a sense of fluidity and organic motion.

Culture, nature, everyday rituals, and even fleeting moments of serendipity often become the foundation of my creative process.

Design is not just about making things look good—it’s about solving problems, communicating emotions, and enhancing experiences. Many people underestimate the depth of research, iteration, and refinement that goes into a well-executed design. Every detail, from color selection to typography, carries intentionality and meaning.

Design is a collaborative process rather than a transactional service. It’s about finding a shared vision that aligns with the client’s objectives and my creative integrity. By engaging in meaningful discussions and educating clients on the rationale behind my design choices, I create solutions that satisfy both functional needs and artistic aspirations.

As the Art Director behind the award-winning visual communication designs for "Super Star: National Sports Performance Event", "2013 Pacific Hot Spring Festival", and "2014 Pacific Hot Spring Festival", my primary objective was to create designs that not only captured the essence of each event but also invited the public to engage effortlessly.

While every project comes with its challenges, the most demanding aspect was distilling the core spirit of each event into a visually compelling and instantly approachable identity. Crafting a sophisticated yet impactful storytelling-driven visual system required a meticulous balance—selecting key elements, refining them into a cohesive narrative, and arranging them strategically.

Through effective communication, negotiation, and a deep understanding of the event’s core message each year, we streamlined the branding to its most essential and resonant form. Clarity, simplicity, and intentional design choices ensured that the final visual identity was not just aesthetically compelling but also deeply aligned with the event’s purpose—proving that, in design, less is truly more.

I will make many project sketches in the beginning and go through as many references and sources of inspiration as possible to check the feasibility.

Then, I disconnect to 'cook' the idea and make it clear. Whether immersing myself in nature, traveling to a new city, or simply jumping into another design category to observe its details, stepping away from a project allows fresh perspectives to emerge. Music, literature, and conversations with people outside the design industry often inspire unexpected sparks.

Authenticity, cultural appreciation, and emotional connection are at the core of my work. My upbringing in my country, exposure to diverse artistic disciplines, and belief in the power of storytelling all shape the way I approach design. I strive to create work that not only serves a function but also evokes a sense of nostalgia, wonder, or discovery.

Stay curious and never stop learning. Design is an ever-evolving field; the best designers remain adaptable and open to new ideas. Find your unique voice, embrace experimentation, and remember that great design is more than aesthetics—it’s about impact.

I would love to collaborate with Issey Miyake. His ability to merge form, function, and technology into wearable art is truly inspiring. His innovative approach to materiality and movement is something I deeply admire, and a collaboration could lead to fascinating explorations of spatial and tactile design.

Question: "How do you define success in design?"

Answer: Success is not just about accolades or commercial achievements. For me, it's about creating work that resonates with people on an emotional level. If my design sparks a conversation, evokes a feeling, or inspires someone in even the slightest way, then I consider it a success.