Interview with Lin Longhai from China

It comes from curiosity about new things, desire to explore the unknown, and a passion for creation.

Sothink, founded in 2020, is a full-service branding agency specializing in the fashion consumer goods sector. The company's services span brand identity, commercial spaces, digital short films, fashion events, and art curation.

Sothink has consistently adhered to the creative concept of "creativity drives business" and continues to provide clients with high-level brand strategy and creative design services, resulting in many influential business cases. Its clients include Jeep (China), Under Armour Outdoor, Xtep, Peacebird, Bolon, and others.

Its work has won numerous international awards and has been featured in several design yearbooks and mainstream magazines, such as the Netherlands' "FRAME," GTN9's "Brand Creative Presentation," "Packaging Presentation," and "Asia Pacific Design."

Design is a specific process based on aesthetics to solve specific business problems.

I personally like designs that are very restrained, as they can effectively combine form and function.

By effectively addressing the client's needs, the work not only delivers a clear and valuable design output but also provides inspiration and guidance for the future of the industry.

Our work features a diverse range of styles, reflecting the varied positioning of our clients. We tailor our designs to align with each brand's unique identity, ensuring that our approach is adapted to their specific positioning and needs.

The design process begins with a rational analysis process, in which different possibilities of the project are inferred from aspects such as customer needs, design conditions, and project budget; and finally they are integrated with a thinking logic with a touch of emotion.

There should be. I believe that designers from any country cannot create without drawing from their own cultural matrix, as this cultural influence is embedded in their subconscious mind. Whether they acknowledge it or not, it is always present.

For us, it represents both recognition and encouragement from the industry. Participating in design awards is a way for our team to uphold high standards in every project and continuously strive for excellence.

The project we submitted this time involved an old building from the 1980s. We employed the ReDesign method to address the brand's needs while preserving the original structure of the building. We are quite satisfied with this solution. In China, over the past 40 years, extensive demolition has led to the loss of many valuable buildings, which is deeply regrettable.

The MUSE Design Awards are highly regarded in China, and the quality of the entries is exceptionally high.

We aim to preserve the building's original state as much as possible while undertaking the design in a manner that emphasizes protective repair.

I find that I am able to communicate and exchange ideas more effectively with my colleagues!

Project implementation, customer satisfaction and my works are exhibited.

China's vibrant commercial market creates numerous opportunities for designers. The diversity of projects available not only fosters innovation but also contributes to the emergence of many exceptional designers in the country.

The professional division of labor is expected to become increasingly specialized, involving a wider range of fields. This will necessitate that designers enhance their learning and coordination skills to keep pace with these developments.

Research and study many excellent works to interpret the designer's intentions and problem-solving methods, and learn from their dimensions and approaches to thinking. Additionally, visiting art galleries frequently to view high-quality exhibitions can help improve your own aesthetics and understanding.

Nowadays, there are numerous channels for accessing information and learning resources. However, I believe it is more important to analyze each work in greater depth.

Artists and film directors: I often gain new creative perspectives and inspiration from artists, while film directors show me how to bring together creators from various professions to collaborate on a project.

The habit of doing everything possible to get things done. As the saying goes, "If you have the conditions, you should act on them. If not, create the conditions and proceed." Take every project seriously—each one could become the "secret" to your future success, haha.