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Poster for OpenIDEO Inclusion Challenge

Designing across cultures

Photo of Siyu Cao
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When design the poster, I realized that in order to make it work in all cities, I have to found an element that’s shared by every culture yet also has their own identity. While an image will easily be too generalized or too specific, I decided to use words as a representation of ‘voices’, using colors and hand-drawn fonts to symbolize ‘diversity’ and gives it a human touch.

Please share a link to your portfolio

Why do you want to be OpenIDEO's Visual and User Experience Designer?

Because I share the same value with OpenIDEO, and I want to do what I'm capable of to encourage and engage more people. Born and raised in Beijing, I’ve lived and worked in four different countries in the past 10 years, which challenges me to adapt to different environments, to see things from multiple perspectives, and to 'stay foolish'. I've worked with big brands as well as small startups, from branding, event marketing, to digital experience. My design process begins with listening.

How many years of experience do you have?

  • Between 3 - 5 years of experience

How did you hear about this challenge?

OpenIDEO newsletter

What did you learn when developing the deliverables in response to the design brief?

1. The same idea may not work for different cultures. Things change: politics, environment, symbols, etc. We have to come up with a system that's consistent yet flexible enough to adapt to the differences. 2. Communication depends on context. While a poster communicates mainly graphically (needs to stand out from its noisy visual environment), an email newsletter tells a story vertically and have more text in the content. Section headings and story titles become equally important as images.

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