Ruiqi Sun is a New Jersey-based designer specializing in digital branding, UI/UX design, and visual storytelling. With an interest in the intersection of design and human behavior, Ruiqi creates experiences that are both visually compelling and functional. Her work has earned global recognition, including awards such as the A'Design Award, Muse Creative Award, and INDIGO Design Award.

For Ruiqi, storytelling is at the core of great design. A well-crafted brand or interface isn’t just about aesthetics; it’s about guiding users through an experience that resonates on an emotional level. Whether working on digital platforms, branding, or packaging, Ruiqi focuses on creating connections through design. With a user-centered approach, Ruiqi strives to ensure that every design is both engaging and meaningful.

We asked Ruiqi about her art, creative process, and inspirations.

Can you tell us about your background as a digital designer? How did you get started in this field?

My journey into digital design started with a deep fascination for both creativity and problem-solving. While I initially considered a career in data engineering due to my strong background in math and science, I was increasingly drawn to the intersection of logic and visual storytelling that design offers. This realization led me to explore digital media, where I developed expertise in UX/UI and graphic design across various industries.

What excites me most about design is its ability to shape experiences in a way that feels both intuitive and impactful. I approach each project by blending analytical thinking with artistic expression, integrating principles of psychology, user behavior, and data-driven insights to create meaningful, accessible, and visually compelling solutions. Whether designing interfaces or crafting digital experiences, my goal is always to bridge functionality with aesthetics, ensuring that every design decision is both purposeful and user-centered.

*Nature in Scents, Time in Scripts - Candle Packaging Design*

What’s the most surprising or unconventional source of inspiration you’ve found for your designs?

One surprising source of inspiration for me has been Chinese calligraphy, which I’ve learned and practiced since a young age. Calligraphy combines form and meaning, where the variations in lines, geometry, and shapes evoke different emotions and narratives. It’s not only an artistic expression but also a cultural one. For instance, in my award-winning packaging design Nature in Scents, Time in Scripts, I drew inspiration from oracle bone script to craft a unique narrative through typography. By blending historical elements with modern design, I aim to create work that carries both depth and cultural resonance.

*Nature in Scents, Time in Scripts - Concept Booklet*

What’s one small design detail you’ve added to a project that you’re particularly proud of, even if most users might not notice it?

In one of my branding projects, New Visual Direction of Qwale Brand Identity, I paid special attention to the grid alignment of the logo design. The Q letter, symbolizing the Qwale bird, was meticulously aligned with the other letters using a custom grid system. This subtle detail ensured a sense of harmony and balance across the logo, creating a cohesive visual identity. While it may go unnoticed by most, it’s a detail that adds to the overall polish and professionalism of the design.

New Visual Direction of Qwale Brand Identity - Logo Vector

If you could redesign the user interface of any app or platform, which one would you choose and why?

I would redesign the Google Home app, which, while essential for managing smart devices, often frustrates users like myself with vague error messages, irrelevant solutions, and inefficient navigation. Guided by my design philosophy of blending intuitive functionality with empathy, I would simplify setup and device management, offering clear, actionable solutions and a more streamlined interface. By reframing the app as a seamless part of daily routines rather than a technical hurdle, it could enhance home life and truly embody the promise of smart living.

If your design style were a person, how would you describe their personality?

My design style would be someone warm, empathetic, and deeply intuitive, with a natural ability to connect and inspire. They’d have a creative and imaginative spirit, always finding unique ways to express ideas while maintaining a sense of purpose and structure. Adaptable and thoughtful, they prioritize building meaningful connections and creating experiences that leave a lasting impression, balancing artistry with practicality.

New Visual Direction of Qwale Brand Identity - Logo Variants

How do you see storytelling playing a role in your digital branding and UI/UX design? Do you think every design tells a story?

Storytelling is at the heart of everything I create. A well-designed brand or interface isn’t just about visual appeal; it’s about crafting an experience that guides users through a meaningful narrative. Every design should evoke an emotional connection while addressing functional needs. For example, in my recent project Nature in Scents, Time in Scripts, I used the oracle bone script to weave a story of cultural preservation and historical resonance through modern packaging design. This project demonstrated how storytelling can transcend the visual, fostering an emotional connection with users while conveying a brand’s deeper values. Whether it’s enhancing user experiences in digital platforms, creating captivating brand identities, or celebrating cultural heritage through visual storytelling, storytelling bridges the gap between design aesthetics and usability, making each creation more meaningful and memorable.

Nature in Scents, Time in Scripts - Icon Set

What excites you most about the future of design and how people will interact with digital platforms?

The integration of Mixed Reality excites me the most about the future of design. It’s not just about creating online or offline experiences but merging the real world with the digital in a way that feels seamless and immersive. The potential to evoke emotional connections through designs that engage multiple senses and perceptions opens the door to deeply personalized and empathetic experiences. This blend of technology and creativity will redefine how we interact with digital platforms, making them more intuitive, immersive, and meaningful in our everyday lives.

What is a fun fact about you?

I’m a fan of cocktails, and to me, cocktails are not just drinks — they’re a multi-sensory experience and an art form. I’ve explored over 100 cocktail bars around the world, with a special interest in speakeasy bars and the stories behind them. I love watching creative cocktail-making videos and visiting wine vineyards and spirit tours to learn about the natural ingredients and the magic chemistry behind their production. I even designed the logo and menu for my friends’ cocktail bar, combining my love for design with my passion for mixology.

What else fills your time when you’re not creating art?

Travel is a big part of my life. I don’t just visit the typical tourist attractions—I enjoy diving deeper into the history, culture, and traditions of the places I explore. It’s the interactions with local people and understanding the stories behind the places that truly enrich my experiences and inspire my creative work.