Bingyang Ao, who holds a Master’s degree in Philosophy, came from a diverse educational and work background which gained him an extensive experience in materials, structural innovation, and product realization. As a core member, Bingyang participated in all major projects of the industrial design team and was responsible for project development and production, including CMF design development, structural design development, sample testing, product production, and realization. The spirit of exploration that Bingyang has is an indispensable element of the team's innovative industrial design practice.

Born in Beijing, Shuyao graduated from the Rhode Island School of Design Graphic Design Department in 2017. She joined SDL shortly after graduation as a designer. She is interested in working with branding, type study, symbolic graphic making, experimental publishing, and printing. She explores the visual norms of consumer products in the Chinese market, and actively participates in various kinds of projects. 

Shuyao owns 2 cats, which is probably the reason why she works creatively yet indolently (proven by the numbers of awards her works acquired). Outside of work she likes spending time on Switch and PC games, watching Formula 1, and doing nail polish.

Junhui Cai was born and raised in Guangzhou, Guangdong. Growing up immersed in Cantonese culture, he developed deep appreciation for it. He earned his Master's degree in Design from Macau University of Science and Technology in 2021, and stayed in Macau for three years. His works from that period focus on in exhibition, event image, and brand design. With enough working and living experience in South, he gradually became curious about the design and business environment elsewhere, and decided to move to Beijing to join UDL —— with an eager to explore and gain extensive experience in commercial design. He is passionate about exploring how to find the most unique and genuine emotional expression of a brand within constraints, using vivid and fresh visual language to narrate the brand story, communicate with consumers, and convey the brand's story.

He has won internationally renowned awards such as the DFA Design for Asia Awards Gold Medal, the 17th International Poster Biennial in Mexico Gold Medal, NY TDC, Tokyo TDC, GDC Award, Golden-Pin Design Award. 

In his personal life, he is also passionate about movies, animation, and music.There is a good chance that he will drive with a bunch of friends to the beach for a BBQ party during holidays.

With a product design education background, Yang Chen specializes in design communication and expression. As a core member of the team, Yang is responsible for the design presentation and visual expression for all major projects, including conducting targeted design research, formulating visual communication strategies, and executing various static and dynamic digital renderings. Yang has not only a flair for applying creativity through various design expression tools but also a deep insight into the visual communication of products, which ensures the team’s design is presented with clear, accurate, and high-quality visual outputs in project practices.

Yang Chen obtained his bachelor's degree in industrial design from the Central Academy of Fine Arts.

经同从大学毕业后便加入了UDL，他对在设计实践中能够接触到不同的事物而感到兴奋和珍视，每次不同的项目是新鲜的，他喜欢这种新鲜感，觉得可能随时会让他突然感受到其意义，他对品牌的感受和设计细节高度关注，品牌、字体、图形是他的兴趣所在。在生活中，喜欢户外与健康的生活方式，他认为户外的不同环境与设计中的不同语境在某种意义上是相通的，两者都需要不断的探索新境，才能寻找到独特的意义。

After gaining experience at Internet giants, the fashion world, and 4A agencies, he has cultivated a work personality that seeks harmony and order.

At UDL, he goes by the nickname 'xigua,' which means 'watermelon' in English, cheerful and direct.

He prefers to call himself a ‘human translator’ rather than a project manager. His ability to juggle multiple roles allows him to perceive every meaningful detail, thus finding the crucial ends of threads.

Among his male peers, he's the “representative of the materialistic" because he appreciates the beauty, tenacity, and authenticity of material things, which console the soul in the ebb and flow of life.

As a founding partner, Ding Fan carefully protects and shapes the spirit of UDL, and always strives to guide the growth of UDL and its group of talented designers. He works with clients to help them clarify their visions and goals. At the same time, he works with the team to develop clear strategies and concepts for projects, together delivering outstanding design works. Fan studied art at an early age, and at the age of 14, he was introduced to graphic design by chance — that was when his dream of becoming an artist changed to becoming a graphic designer. He was admitted to CAFA and studied graphic design under Wang Min, and joined Wang Xu Design after graduation. In 2012, he co-founded UDL with his partners and became the world’s youngest AGI member in 2018. It is not difficult to see Fan’s dedicated and serious attitude towards design. But at the same time, he is imaginative and has always been curious about all things. His mind constantly expands outside of work — reading, writing, film, contemporary art, and food — multi-perspective study enriches and refines his understanding of design and the world.

As a founding partner of UDL, Fang Jianping makes sure that the studio's strategic decisions move in the desired direction. He believes that teamwork is the key. Whether as a leader or an executive, being in the right place and taking responsibility is imperative - something he understands from an early age growing up in an esports gaming environment. Jianping was admitted to CAFA as a science student, and was a classmate of his partner, Ding Fan; their shared passion for design during college has made them close friends and partners today. They are also members of AGI.

As a digital designer with a non-design background, it is Lili’s curiosity that drives her to explore new fields and face new challenges. Developing a flexible and effective digital strategy has never been more critical for clients from different sectors and cultures in the face of an ever-evolving digital environment. Fortunately, it is this fast-paced, iterative, never-ending learning that motivates her the most. The combination of Lili’s digital expertise and curiosity allows her to address problems posed by clients effectively. 

Keren Hu holds a bachelor's and a master's degree in Industrial Design from the Central Academy of Fine Arts and the Royal College of Art. After graduation, Hu joined the Beijing studio of Christian Bjorn Design as a senior industrial designer and led projects for Samsung, ABB, and Haier.

Hu's designs cover a variety of fields, from AI, IoT, and consumer electronics, to culture, fashion, furniture, etc. His works have been exhibited in London, New York, Beijing, Shanghai, Hong Kong, and other places, and have won major international design awards including the Red Dot Design Award Best of the Best, the iF Design Award, Good Design Award the Best 100, and the A’Design Award Gold. In 2021, Hu was nominated by Forbes China as one of the TOP10 most valuable industrial designers.

The UDL industrial design team led by Hu is committed to the exploration and practice of innovative industrial design in the dimensions of product function, usability, interactive experience, materials and production processes, etc. Observing the contemporary lifestyle and evolving technology trends, the team has helped businesses and public sectors to create unique and engaging products and services, providing innovative power for society to cope with systemic challenges and for enterprises to create new values for their customers.

Coming from a simple and quiet town on the riverside, Kaho and his way of thinking is subtly influenced by the area’s relaxing and direct ways of living. He later spent some time at Jiangnan University, obsessed with movies. Inspired by a friend, he chose motion design as the direction of his ongoing research. As a digital designer at UDL, he believes in the power of adding the dimension of time to objects — in a means beyond the mechanical process from A to B, of course. He has won Tokyo TDC, NY TDC, GDC Award, and CIPB among others. When he's not at work, he usually goes to the supermarket and cooks himself a few dishes, or he’ll take a breath by the sea. 

As the development engineer at UDL, Hu Qiang has a background in advertising. He was once a designer and then a full-time development engineer. Before joining UDL, he used to lead a front-end technology team at an internet company. He not only retains the visual and interactive excellence of designers but also has the rigor of development engineers. The dual roles of his reach a balance at work. He is good at using technical methods to assist design, and can independently complete 2D design and 3D modeling. He is also proficient in front-end and back-end WEB development, familiar with hardware research and development and various DIY skills, and has a strong interest in learning various technologies. He enjoys drawing illustrations, road-tripping, and fiddling with electronic devices.

As a native of Beijing, Li Xiang is good at building relationships with others — his enthusiasm and sincerity are irresistible. His career started shortly after he graduated with a dual degree in Visual Communication and Fashion Design when he co-founded SDL. He has brought countless projects to the studio and has collaborated with international clients like Loewe and Maison Margiela. But he was never satisfied. He is always looking for new opportunities and challenges. Communication is a big part of Xiang’s life: from design to football to whiskey to architecture… there’s no conversation he can’t be a part of, and this keeps him in good relationships among both domestic designers and creatives worldwide. Xiang is also a paradoxical person: he loves both Western fine dining and street food; he loves team sports and enjoys working alone… But his principle is crystal clear -- his heart.

Xiaokang’s interest and pursuit of design stem from his endless curiosity and passion for the novelties around him. He has been engaged in visual communication and branding design at SDL for nearly seven years, undertaking the earlier motion design works of the studio. Through collaboration with renowned curators and artists, he has grown to be one of the most experienced designers in exhibition design. He treats each project as a new challenge and uses his flexible train of thought and rich executive experience to complete tasks surprisingly. His optimism and enthusiasm influence partners around him all the time. Carrying on the numerous honors he and his colleagues won together, Xiaokang looks forward to their unlimited future. He loves games, anime, movies, rock'n'roll, and the weekly soccer game with his friends.

Mos was born in a family of returned overseas Chinese from Guangdong province under the tide of immigration “Xia Nan Yang”. The spirit of openness and creativity has deeply influenced his growth. The childhood time spent at his family’s printing factory brought him his very first understanding of graphic design. His study of contemporary art and graphic design at Guangzhou Academy of Fine Arts enriched his perspective for his professional career. Not only had he accumulated a wealth of design experience in the cultural field, he has also accomplished outstanding cases in commercial branding. After joining UDL in 2014, Mos grew up with UDL and established UDL Shenzhen in 2018. As a UDL partner, he is rooted in the Guangdong-Hong Kong-Macao Greater Bay Area and takes responsibility for the business, operation, creative output, and development of the Shenzhen office, leading and supporting the outstanding design work of the team.

Ve spent much of his time as a student at the site of The Haçienda, where he studied music, art, film, and fashion. This experience offers him many references and inspirations for his work as a graphic designer. During his time at UDL, he encountered many different challenges, like how one of Lil Wayne's album covers describes, "He chose the moth butterfly thing because it has so many different stages of life, and it goes through so many forms and changes, and no one can figure it out. At a time it’s ugly and at a time it’s beautiful too. And that’s me."

Junyu was experienced in exhibition visual design and bookbinding during her time in Power Station of Art. After an experience in an overseas design team, she came up with the idea of returning to the design studio, so she joined UDL as a project manager of the larger design family. With a background in graphic design, she has an eye for details in project management and has ensured many different types of projects progress smoothly. She has a positive attitude and hopes to keep her mind calm and rational. Oh, and she’s also a marathon runner.

Yaqing is our accountant. She had loved painting and making handicrafts from an early age. She graduated with a major in accounting but she did not give up her love of art when she stepped onto the road of dealing with money — and joined UDL. She is responsible for the financial management of the company, to ensure financial security and the sustainability of the company's financial operations. In her spare time, she loves traveling, stopping by exhibitions, and learning about creative things.

With a long-standing obsession with printed matters and self-publishing, Ke Wang joined SDL after getting her MTI degree from CUC. Responsible for Risograph printing and technical operation of the studio, Ke turns her curiosity toward graphic design under the permeating design atmosphere. With an interdisciplinary background in the translation of both written and visual materials, she is now practicing translating information into visual images with a flexible approach. She loves music and joining outdoor activities in her spare time.

A Studio Manager at SDL, Ein keeps shifting roles in the studio and pivoting in different projects, serving as a strategic planner and communication designer at the same time. Her storytelling skill sets the context for business strategy and brings ideas to life by inspiring the team to make positive impacts on clients through innovative designs. She studied Marketing and Luxury Management at UIBE and did her MDes in Design Innovation and Service Design at Glasgow School of Art. In 2020, Ein joined the IDEO YTP program, where she learned branding and communication design, working with teams and international clients to deliver positive and quantifiable impact in the business world. 

This learning journey has made her an energetic self-starter and creative chameleon. She seeks out insights anywhere from the office to the dance room. A professional Latin dancer, singer, guitarist, and drummer, Ein started out in art at a young age. Now she keeps her creative juice flowing: producing music on the side, craving all sorts of sports like climbing, surfing, and yoga, doing everything she wants. Hip-hop dance is her current guilty pleasure

Shuai Wu holds a bachelor's degree in industrial design, specializing in product modeling. Shuai is responsible for creating high-quality 3D digital models that support the industrial design and product development process, including assisting industrial designers to solve modeling-related challenges during the conceptual design phase and using advanced tools and applications for advanced surface modeling, optimizing product appearance details, surface quality, and more while participating in the creative design process. Meanwhile, Shuai is responsible for managing 3D printers and various model-making equipment to ensure that the team's fast-paced working method can be smoothly implemented. Shuai Wu's excellent hands-on ability and craftsmanship also make him an indispensable member of structural innovation projects.

The partner assistant at UDL Beijing, Siyu is responsible for the studio’s daily operation, the connection between the UDL teams, and the business consulting for clients. Working in the advertising and creative industries before joining UDL in 2019 has given her a clear understanding of the boundaries between the “real” and the “ideal” — she understands how a creative team works by heart. Participated in the rapid growth of the team, her Capricorn nature enables her to supervise the execution of tasks orderly, creating clear systems and timetables to keep things running smoothly amid chaos. In her daily life, she likes to cook, organize the room, pet cats and dogs, and go on trips…

Yinan has been a designer at SDL for 4 years. Practical and quiet, she enjoys stories and likes to help with clients’ storytelling through visual language. After discovering her talent in animation, she took on most of the studio’s motion design projects. 

To create and pursue more interesting, touching, and attractive things in life, she changed her major from Information Management to Graphic Design at MICA after her graduation from NJU. Drawn by their young visual design and cheerful working atmosphere, Yinan finally joined SDL. She likes craft-making, tidying, and organizing pieces of stuff in daily life.

Xing Chen is a sensitive and detail-oriented introvert. He does not speak much since he is always curious about the world he lives in, and by observing the surroundings he combines the experiences with his thinking frames. As the co-founder and art director, he leads the team to create high-quality design output and has received many awards, including ADC and TDC. At work, Xing pays attention to collaboration and innovation and always encourages his team to speak up honestly to optimize the creative potential of each person. Carefully balancing the client’s business goal and design innovation, It is Xing’s ambition and principle to influence day-to-day life experiences through design. Energized by his work, he also writes music in his spare time on weekends, reads from his never-ending reading list, and produces his independent broadcast. He is also said to have boxed for several years, which he says made him more aware of himself and more fearless of what comes up next.

Caiyi, a graduate of Academy of Arts&Design, Tsinghua University, joined UDL with a keen interest in branding and typography, showcasing meticulous attention to design details.

His scientific background from high school has ingrained in him the habit of delving into the underlying logic of things, going beyond mere surface observations. He takes pleasure in seeking harmony and balance among things.

In his leisure, Caiyi prefers quiet contemplation, reading, and podcasts over socializing. Chess and table tennis serve as his relaxation outlets.

Yuxin is a creative designer who studied Graphic Design at UIC, Bauhaus-Universität Weimar and Pratt Institute. After graduation, she joined UDL. Yuxin is fascinated by the details of design: the curvature of typefaces, the unique texture of different papers, and the precise placement of page numbers on a book page. Outside of work, Yuxin enjoys spending time with needle and thread like a grandma. She often finds a cozy spot in the city to sit down and immerse herself in self-directed scenarios. She also loves taking her puppy—Casper, the friendly cockapoo, the little royal prince of the family, the professional poop maker, out to make new friends.

Da Zeng graduated from the Central Academy of Fine Arts with a bachelor’s degree in industrial design. Da has a strong passion for industrial design and his curiosity about the things around him makes him contribute a lot to the team during the conceptual design phases. Da Zeng is proficient at making various conceptual models for the purpose of design scrutiny which is essential to the team’s culture that emphasized hands-on craftsmanship.

As a project manager, Hei spends her days creating order in the jumble of information, building clear systems for the team, and providing bridges and buffers for her teammates. This may be due to her interdisciplinary educational background in industrial design, advertising, and creative media, or, rather, her borderless exploration that has conditioned her to see things from multiple dimensions. Her experience of working with art institutions in the past few years, both executive and curatorial, has helped her to anticipate and fill in the gaps in the development of projects. Contrary to her systematic and clear logic at work, outside of work, she prefers to wander, wandering between illusion and reality, taking in the ‘non-nutritious’ ingredients of daily life.

Vëlo, the French word for bicycle, is usually a small land vehicle with two wheels. Propelled by pedals connected to the rear wheel by a chain, it offers an environmental-friendly means of transportation. As long as the rider allocates his or her physical strength well, a simply structured bike can take you far.

Xiu Ting, Vëlo, is usually a small surface-active creature with an open mind. She conveys creativity and possibility through gestures. She holds on to the standards even if she doesn't know what her work should be like most of the time. She doesn't know where she came from or where she's going, but she understands the meaning of being happy and delivering happiness. There you go, Bicycle, a simple-minded guy who can go a long way.

Zhao Lin is a digital designer at UDL. He provides clients in various fields with solutions to problems related to motion graphics and digital design. Lin majored in visual communication and joined UDL after his graduation in 2017. "Active, positive, stable, and calm" is the working state he has always hoped to maintain. Lin has no particular interests in life, but occasionally he is drawn to cute things.

Abstract emotional feelings and rigorous numerical arrays are equally fascinating to Junjun, so most of the time, she moves back and forth between them. Strolling and looking at plants are Junjun's ways of maintaining her sensitivity in the urban context. From time to time, she watches and participates as a third-person observer, and enjoys such continuous switching of perspectives. The sensibility of the whole of small things is the direction that Junjun, who has a background in fine arts, hopes to extend in the design practice.