We had the distinct pleasure to interview award winning designer Xingyue Deng about their original and creative Corporate Identity design work. Xingyue Deng is an award-winning communication designer, that makes our world a better place with their original corporate identity works.
Xingyue Deng ("XD") answered Design Interview ("DI") questions about their award-winning work Easygo Corporate Identity. Interview questions prepared by Frank Scott.
XD : The core idea behind this design is to create a visual identity that not only solves a functional problem but also emotionally connects with its audience. The inspiration came from observing everyday interactions and distilling them into a meaningful visual language.
XD : The focus was on clarity and universality. I wanted to design a symbol that transcends language, works instantly, and reduces cognitive effort for all users, including children, elderly people, and visitors in unfamiliar environments.
XD : I plan to promote EasyGo as a universal signage solution and explore possible applications in public spaces, transportation hubs, and smart buildings.
XD : The concept development and refinement took around three weeks, including user testing, visual iteration, and environmental simulations.
XD : This was a commissioned project. While the concept and creative direction were independently developed by me, it was designed in response to a real-world client need.
XD : The design is currently being used and produced by the client. At the same time, I remain open to further licensing or collaboration opportunities.
XD : As a designer focused on visual communication, I’ve always been drawn to the power of symbols. This project gave me a chance to reimagine a universally recognized yet rarely questioned design.
XD : Yes, I was inspired by several modern minimalist designers as well as traditional cultural references.
XD : The primary users are elderly residents living in older apartment buildings without elevators. The design aims to provide an intuitive and accessible interface for them.
XD : Unlike traditional arrow-based designs, EasyGo uses a seamless, integrated form that merges upward and downward motion in a single loop, enhancing clarity and visual harmony.
XD : The name “EasyGo” comes from the idea of ease and direction—it’s simple, intuitive, and directly reflects the action of moving up or down.
XD : Mainly Adobe Creative Suite (Illustrator, Photoshop), along with sketching and digital prototyping tools like Rhino.
XD : Its ability to replace two separate buttons with one integrated visual symbol without sacrificing usability or clarity.
XD : This was an independently designed project. However, I consulted with architects and engineers during the product development phase to ensure technical feasibility.
XD : Technology played a role in prototyping and simulating how the symbol would behave in physical and digital environments.
XD : I conducted field research on elevator signage in over 20 buildings, comparing user behavior, signage clarity, and common misunderstandings.
XD : The biggest challenge was creating a form that was new yet instantly understandable, avoiding both over-simplification and over-complexity.
XD : I believed the concept of EasyGo could resonate globally, and international platforms would provide the visibility and feedback needed to improve it further.
XD : I deepened my understanding of user-centered design and learned how to communicate complex ideas with simple forms.
XD : I hope EasyGo can be a small step towards more accessible, unified visual systems in public design. Thank you for the opportunity to share it.
