We had the distinct pleasure to interview award winning designer Bilan Liu about their original and creative Corporate Identity design work. Bilan Liu is an award-winning communication designer, that makes our world a better place with their original corporate identity works.
Bilan Liu ("BL") answered Design Interview ("DI") questions about their award-winning work Bright Side Goods Corporate Identity. Interview questions prepared by Frank Scott.
BL : The BrightSideGoods Visual Identity project was an exciting personal endeavor where I collaborated closely with the BrightSideGoods team. They were seeking a visual identity that would encapsulate their ethos of sustainability and modern elegance. From the outset, it was clear that this partnership would be a meeting of minds, with both teams sharing a commitment to eco-conscious living and design excellence. My work on the BrightSideGoods Visual Identity began with in-depth discussions with their team to fully understand the brand’s vision, values, and the message they wanted to convey. This collaborative process was crucial in shaping the direction of the visual identity. We engaged in a series of workshops and brainstorming sessions, which allowed us to merge our creative insights with their in-depth knowledge of the sustainable home goods market. The logo design was a particular point of pride. My intention was to encapsulate the brand’s essence of rebirth, continuity, and the warm, inviting nature of home. I settled on a design that intricately combines the shape of a heart and the letter ‘B,’ seamlessly integrating a sofa and lamp into the composition. This design choice was deliberate, with the heart representing the brand’s core of compassion and sustainability, and the ‘B’ standing for BrightSideGoods. The sofa and lamp elements were incorporated to signify comfort and brightness, respectively, echoing the brand’s commitment to creating stylish, eco-friendly home environments. This logo is not just a symbol but a story in itself, reflecting the brand’s mission to illuminate homes with sustainable elegance and a touch of warmth. Throughout the design process, collaboration was key. I worked closely with the BrightSideGoods team, engaging in workshops and brainstorming sessions to ensure that every element of the visual identity aligned with the brand’s vision and mission. It was a dynamic, iterative process, where feedback was continuously integrated to refine and perfect the identity. The result is a visual identity that not only represents BrightSideGoods’ values but also appeals to the aesthetic sensibilities of our target audience. It’s designed to be flexible yet identifiable, ensuring that BrightSideGoods can evolve without losing its core identity.
BL : My main focus in designing the BrightSideGoods visual identity was to create a cohesive and impactful brand that seamlessly integrates sustainability and modern elegance. I wanted to achieve a design that not only captures the essence of BrightSideGoods but also resonates deeply with eco-conscious consumers. The goal was to convey the brand’s commitment to environmental responsibility and aesthetic appeal through every element of the visual identity. This meant designing a logo, choosing a color palette, and selecting typography that would be both visually striking and aligned with the brand’s values. I aimed to create a visual narrative that tells the story of rebirth and continuity, reflecting how everyday elements can be transformed into something beautiful and valuable. By combining the shape of a heart with the letter ‘B,’ and incorporating a sofa and lamp into the design, I sought to encapsulate the brand’s core values of compassion, sustainability, comfort, and brightness. Ultimately, I wanted to design an identity that not only looks great but also speaks to the mission of BrightSideGoods—promoting a sustainable lifestyle through stylish and eco-friendly home goods. My objective was to ensure that this visual identity would stand out in the market, appeal to the target audience, and effectively communicate the brand’s dedication to creating a positive impact on the environment and society.
BL : For the award-winning design of BrightSideGoods, my future plans include expanding the visual identity across new product lines and categories, ensuring consistency as the brand grows. I aim to emphasize sustainability through innovative packaging solutions and environmental campaigns, while enhancing the brand’s digital presence with a visually appealing website and engaging social media content. Engaging with the eco-conscious community through campaigns and events, exploring international market opportunities, and seeking collaborations with like-minded brands and influencers are also key goals. These initiatives will help maintain the relevance of BrightSideGoods and continue to inspire positive impact globally.
BL : Designing the BrightSideGoods visual identity concept took approximately three months. This timeframe included initial discussions with the BrightSideGoods team to understand their vision and values, multiple brainstorming sessions, and iterative design phases to refine the logo and other brand elements. Each stage involved careful consideration and feedback to ensure the final design truly captured the essence of the brand and its commitment to sustainability and modern elegance.
BL : This particular concept for BrightSideGoods was commissioned by the brand, who sought a visual identity that would encapsulate their ethos of sustainability and modern elegance. BrightSideGoods approached me with the challenge of creating a design that would resonate deeply with eco-conscious consumers and reflect their commitment to environmental responsibility and stylish home goods. From the beginning, the goal was to create a design that not only captured the essence of their mission but also stood out in the competitive market. The brand wanted an identity that conveyed rebirth, continuity, and the warm, inviting nature of home. Through in-depth discussions and collaborative brainstorming sessions, I was able to merge my design expertise with their vision to produce a cohesive and impactful brand identity. The resulting design, which combines the shape of a heart with the letter ‘B,’ and incorporates a sofa and lamp, is a visual narrative that tells the story of BrightSideGoods’ core values: compassion, sustainability, comfort, and brightness. This logo and the overall visual identity are more than just aesthetic choices; they are a reflection of the brand’s mission to promote a sustainable lifestyle through elegant and eco-friendly home goods. The commission allowed me to pursue a meaningful and inspiring project, where I could apply my passion for sustainable design and create something that truly embodies the spirit of BrightSideGoods. It was a rewarding experience to see the brand’s vision come to life through a thoughtfully crafted visual identity.
BL : BrightSideGoods is a concept design created specifically for the company. Currently, the design is being used by BrightSideGoods as their visual identity to promote their brand and products. There are no plans to sell or lease the production rights, as the design was developed to align with BrightSideGoods’ unique vision and mission. The intention was to create a cohesive and impactful brand identity that would help BrightSideGoods stand out in the market and resonate with their target audience, rather than to produce the work independently or for other companies.
BL : My background in industrial design and interaction design, combined with my passion for creating sustainable and user-centered solutions, made designing the BrightSideGoods visual identity a natural fit. I have always been drawn to projects that blend aesthetics with functionality and have a positive impact on both people and the environment. The opportunity to create a visual identity for a brand committed to sustainability and modern elegance was incredibly appealing. Drawing from my experience working with companies like Yahoo, Fisker, and Tencent, I wanted to design something that not only looked beautiful but also told a meaningful story. The BrightSideGoods project allowed me to leverage my skills in creating cohesive brand identities and my understanding of the importance of eco-friendly practices. By merging my design expertise with the brand’s vision, I aimed to produce a concept that would resonate deeply with eco-conscious consumers and reflect the company’s core values of sustainability, comfort, and style.
BL : One of the major influences on the BrightSideGoods visual identity was Kenya Hara and his focus on the beauty of everyday objects and the subtlety of Japanese design. Hara’s philosophy emphasizes the importance of simplicity, natural materials, and the inherent beauty found in the ordinary, which guided me in creating a design that feels both elegant and grounded. Inspired by his approach, I used natural, earthy tones and minimalist elements to create a logo that is visually appealing and deeply resonant with the brand’s commitment to sustainability and modern elegance. This influence helped ensure that the design was not only aesthetically pleasing but also meaningful, capturing the essence of BrightSideGoods in a refined and impactful way.
BL : The target customer for the BrightSideGoods design is eco-conscious individuals who value sustainability and modern elegance in their home goods. These consumers are typically aged 24-50 and are urban dwellers with a keen interest in stylish, environmentally-friendly products. They seek high-quality items that reflect their commitment to reducing their environmental footprint while also enhancing the aesthetic appeal of their living spaces. BrightSideGoods appeals to those who appreciate thoughtful design, functionality, and the seamless integration of sustainability into everyday life.
BL : What sets the BrightSideGoods design apart from other similar concepts is its seamless integration of sustainability and modern elegance. Unlike many eco-friendly brands that focus solely on the environmental aspect, BrightSideGoods emphasizes both aesthetics and functionality, ensuring that each product is not only good for the planet but also stylish and practical. The logo design, which intricately combines the shape of a heart and the letter ‘B,’ along with elements like a sofa and lamp, tells a compelling story of compassion, comfort, and brightness. This unique visual narrative, inspired by Kenya Hara’s emphasis on the beauty of everyday objects, creates a distinctive brand identity that resonates deeply with eco-conscious consumers. The thoughtful use of natural, earthy tones and minimalist elements further reinforces the brand’s commitment to sustainability while appealing to modern design sensibilities.
BL : The name “BrightSideGoods” was chosen by the company to reflect their vision of a bright and sustainable future. The term “BrightSide” conveys optimism, hope, and positive change, while “Goods” emphasizes their focus on providing high-quality, eco-friendly home products. The name encapsulates the brand’s mission to create a better, more sustainable world through thoughtful and elegant design. By incorporating “BrightSide” into their identity, the company aims to inspire consumers to make conscious choices that contribute to a brighter future for both their homes and the planet.
BL : When working on the BrightSideGoods project, I used a variety of design tools to bring the visual identity to life. Adobe Illustrator was my primary tool for creating the logo and other graphic elements, allowing for precise vector designs and scalability. Adobe Photoshop was used for mockups and image editing, helping visualize the design in real-world applications. For collaborative aspects and brainstorming sessions, I utilized Figma, which facilitated real-time feedback and seamless collaboration with the BrightSideGoods team. Additionally, I used Procreate on the iPad for initial sketches and concept development, enabling a more intuitive and hands-on approach to the early stages of the design process. These tools collectively helped me achieve a cohesive and impactful design that aligns with the brand’s vision.
BL : The most unique aspect of the BrightSideGoods design is the logo, which intricately combines the shape of a heart and the letter ‘B,’ seamlessly integrating elements like a sofa and a lamp. This design choice was deliberate, with the heart representing the brand’s core values of compassion and sustainability, and the ‘B’ standing for BrightSideGoods. The incorporation of the sofa and lamp elements signifies comfort and brightness, echoing the brand’s commitment to creating stylish, eco-friendly home environments. This logo is not just a symbol but a story in itself, reflecting the brand’s mission to illuminate homes with sustainable elegance and a touch of warmth. The thoughtful blend of these elements creates a visual narrative that is both distinctive and deeply resonant with the brand’s ethos.
BL : I was the logo and visual designer for the BrightSideGoods project, responsible for creating the visual identity, including the intricate logo that combines the shape of a heart and the letter ‘B,’ along with elements like a sofa and lamp. This design aimed to encapsulate the brand’s core values of compassion, sustainability, comfort, and brightness. In addition to my role, I collaborated closely with the BrightSideGoods team to ensure that the packaging materials were eco-friendly and aligned with the brand’s commitment to sustainability. This collaboration was crucial in bringing the design to life in a way that was not only aesthetically pleasing but also environmentally responsible. The team provided valuable insights into sustainable practices and materials, and together we explored various options to find the best solutions. This included researching and selecting recyclable, biodegradable, and upcycled materials that would reduce the environmental impact of the packaging. Working with the BrightSideGoods team allowed us to merge our creative and technical expertise, resulting in a cohesive design that met both aesthetic and sustainability goals. This collaborative effort ensured that every aspect of the visual identity, from the logo to the packaging, reflected the brand’s mission and values, creating a strong and impactful brand presence in the market.
BL : Technology played a crucial role in the creation of the BrightSideGoods visual identity. Using advanced design tools like Adobe Illustrator and Photoshop allowed for precision and creativity in developing the logo and other graphic elements. These tools enabled me to create a detailed and scalable logo that seamlessly combines the shape of a heart and the letter ‘B,’ incorporating elements like a sofa and lamp to reflect the brand’s values of compassion, sustainability, comfort, and brightness. Additionally, collaborative tools like Figma were essential for real-time feedback and teamwork. Figma facilitated seamless collaboration with the BrightSideGoods team, enabling us to brainstorm, review designs, and make adjustments efficiently. This ensured that the final design was not only visually appealing but also aligned with the brand’s vision and goals. Moreover, technology was vital in researching and selecting eco-friendly materials for packaging. Using digital platforms, we were able to explore various sustainable options, assess their environmental impact, and choose materials that complemented the brand’s commitment to sustainability. This combination of design software and collaborative tools ensured a cohesive and effective design process, resulting in a visual identity that is both aesthetically pleasing and environmentally responsible.
BL : Yes, similar to my approach with the Erbal project, the design for BrightSideGoods was influenced by data and analytical research. To ensure the visual identity resonated with the target audience and aligned with the brand’s mission, I conducted extensive research in several key areas: Market Analysis: I analyzed current market trends in the eco-friendly and sustainable products sector. This involved studying competitors and identifying what elements made their branding successful. Understanding the market landscape helped shape a design that stands out while appealing to eco-conscious consumers. Consumer Insights: I gathered data on consumer preferences and behaviors, particularly focusing on the values and aesthetics that appeal to eco-conscious consumers. Surveys, focus groups, and existing consumer research provided insights into what potential customers look for in sustainable products and branding. Material Research: Together with the BrightSideGoods team, we researched eco-friendly materials for packaging. This involved evaluating various options based on sustainability, cost, and aesthetic appeal to ensure that the final choice reflected the brand’s commitment to environmental responsibility.
BL : One of the major challenges I faced during the design and realization of the BrightSideGoods concept was balancing and effectively expressing the brand’s mission of sustainability through its visual identity. Creating a design that was both visually appealing and clearly communicated the brand’s commitment to sustainability was a delicate balance. I had to ensure that the design elements, such as the logo, color palette, and typography, conveyed the eco-friendly ethos without compromising on modern elegance and appeal.
BL : Deciding to submit the BrightSideGoods visual identity to an international design competition was driven by a mix of excitement and a desire for recognition. I felt that the project truly showcased a high standard of design excellence and innovation, especially in how it integrates sustainability with modern aesthetics. I wanted to see how it stood up against the best in the industry and get validation from peers and experts. Moreover, I saw it as a fantastic opportunity for exposure and networking. International competitions offer a global stage to highlight the importance of eco-friendly design and connect with other designers and potential clients. It was also a way to celebrate the collaboration with the BrightSideGoods team and acknowledge all the hard work that went into creating a brand that stands out. Plus, participating in such competitions is a great learning experience and a chance to grow professionally.
BL : Designing the BrightSideGoods visual identity was a fantastic learning experience that helped me grow in several ways. I learned how to balance modern aesthetics with sustainability, selecting eco-friendly materials and ensuring that every design element reflected the brand’s commitment to the environment. This project reinforced the importance of creating beautiful designs that also have a positive impact on the planet. Working closely with the BrightSideGoods team highlighted the value of collaboration. Incorporating diverse perspectives and ideas was crucial in creating a cohesive and impactful design. Additionally, through user testing and feedback, I honed my ability to create designs that resonate deeply with the target audience. Understanding consumer preferences and behaviors played a big role in refining the visual identity to ensure it connected with eco-conscious consumers. I also improved my skills in creating versatile designs that work effectively across various platforms, ensuring consistency and impact whether on packaging, digital media, or other marketing materials. This project underscored the importance of strategic thinking in design, aligning the visual identity with the brand’s mission and market positioning. Overall, the BrightSideGoods project enriched my design portfolio and provided invaluable insights that have made me a more thoughtful and innovative designer.
BL : One important aspect I’d like to highlight is the importance of storytelling in design. For the BrightSideGoods project, creating a compelling narrative through the visual identity was crucial. The logo, with its heart shape and integration of home elements, tells a story of compassion, sustainability, and comfort. This narrative approach helps to create an emotional connection with the audience, making the brand more relatable and memorable. Additionally, I’d like to emphasize the role of continuous learning and adaptation in design. The process of designing for BrightSideGoods involved a lot of research and staying updated with the latest trends in sustainable design. This project reinforced the idea that being a designer means constantly evolving, learning new techniques, and adapting to new challenges. It’s this continuous journey of growth and innovation that keeps the field of design exciting and fulfilling. Finally, I’m always open to feedback and collaboration. Engaging with other designers, clients, and consumers provides fresh perspectives and helps refine my work. If anyone has thoughts or questions about the BrightSideGoods project or any other aspect of design, I’d love to connect and discuss further.
