Seen by, a project by UDL, received the 2025 Poster Gold Award at Award360°. The project comprises a logo and a series of cover posters created for photographer YE FEI’s online creative project, Seen by.

The design begins with the idea that the “surface” presented by an artwork is never the only possible truth. When we look at a work, the work also “looks back” at us, activating feelings, memories, and associations shaped by our own individual experiences.

The logo for Seen by was developed from this idea. The Chinese characters “看见” were abstracted into their most reduced geometric forms, leaving the first reading deliberately open. What each viewer sees depends on their immediate perception, response, memory, and imagination, allowing each person to arrive at an interpretation of their own. This echoes the premise of YE FEI’s project itself: through his images, he creates an imaginative space in which viewers can project and encounter something of their own inner world.

In this interview, Award360° takes a closer look at the design behind Seen by, with UDL sharing the thinking and creative process behind the project.