Di Hu
DESIGNAPRIL 20, 2025
Your design work moves seamlessly between branding, motion, digital experiences, and world-building. How would you describe your core design philosophy across mediums?
I think my core philosophy across different areas really comes down to creating a sense of harmonious balance and intuitive comfort. I try to make designs that feel intentional but also comfortable and easy for people to connect with. It's about balancing the look with clarity, and function with a good emotional feel, making sure the experience is intuitive and engaging.
I think my core philosophy across different areas really comes down to creating a sense of harmonious balance and intuitive comfort. I try to make designs that feel intentional but also comfortable and easy for people to connect with. It's about balancing the look with clarity, and function with a good emotional feel, making sure the experience is intuitive and engaging.
You often use digital tools to build bold yet highly structured visual systems. How do you balance intuition with precision in your design process?
Earlier on, especially doing animation and video editing in school, I definitely leaned more on intuition. But moving into UX taught me a lot about logic and structure. So these days, my process usually starts with that intuitive exploration to get ideas out there. Then, I deliberately bring in design principles and systems to refine everything and make sure the final work is both creative and really solid, precise but still has that initial spark.
What does motion mean in your design practice? What role does it play in shaping a viewer’s experience?
For me, motion is super important for guiding attention and telling the story. It's like a visual thread that leads you through the experience. It also really helps set the emotional tone and energy. When motion and the visual design work together well, they do a great job of showing a brand's personality and making the whole experience more unique.
You’ve worked with both commercial brands and cultural institutions. How do you adapt your design aesthetics without compromising your sensibility?
Adapting starts with really understanding the client – their world, their goals, whether they're commercial or cultural. From there, I like to explore a spectrum of visual options, maybe showing a few mockups from more subtle to more expressive. Mapping out different variations always helps me figure out that 'sweet spot' that really works for their needs but also feels right to me.
What kind of visual thinking drives your practice — do you tend to begin with design systems, emotional connections with audiences, or something else?
I tend to start by looking into who is doing the best in class to just get a feel for the space and where the opportunities might be. That research gets the ideas flowing. From there, I think about how to build on that or do something unique for the project's goals, which naturally leads into thinking about the right emotional connection and what kind of design system or structure makes sense.
Looking ahead, how do you imagine your practice evolving—are there new disciplines or technologies you’re curious to fold into your work?
I'm definitely interested in bringing AI tools more into my day-to-day creative work. It feels like AI is everywhere and there are lots of good AI products coming out everyday. I see a lot of potential beyond just speed – like boosting creativity or finding new visual ideas. I expect I'll be spending more time learning these tools, playing around with them, and getting comfortable enough to really gain control and use AI as more of a creative partner in my design process.
Looking ahead, how do you imagine your practice evolving—are there new disciplines or technologies you’re curious to fold into your work?
I'm definitely interested in bringing AI tools more into my day-to-day creative work. It feels like AI is everywhere and there are lots of good AI products coming out everyday. I see a lot of potential beyond just speed – like boosting creativity or finding new visual ideas. I expect I'll be spending more time learning these tools, playing around with them, and getting comfortable enough to really gain control and use AI as more of a creative partner in my design process.