NACAA

NACAA, is a Sino-French Design Institute, jointly operated by EDNA (L'École de design Nantes Atlantique) with CAA (China Academy of Art-中国美术学院) in Hangzhou, China.

Lecturing, Mentoring, and Professionalization of Master's Students.
• System (Re)Design
• Ethical Design
• Sustainable Design

Senior Lecturer | 高级讲师

泽舍 eadna MEDIA

Based in Suzhou we specialize in corporate/NGO/institutional/cultural edutainment video documentaries for social media platforms.

Co-Founder, Director

泽舍 eaudesea

In Autumn 2014, during a hike around the Taihu lake, in the city of Suzhou, I noticed many heavy construction activities going on by the edge of the body of water. Roads, hotels, and sightseeing platforms were simultaneously built at a hectic pace, spewing dust, CO2, and other chemicals into the air, while littering artificial materials of all kinds by the lakeshores.

These scenes of ‘constructions’ looked more like scenes of ‘destruction’, depending on one's point of view. The methods, the technology, materials being used, and the general attitude of workers on site seemed to project a complete disregard for the habitat this environment represented to various life forms and the pristine, near-miraculous beauty this particular location once inspired.

I sat for a moment, shifting my sight between trucks unloading materials in front of me and the lake horizon shimmering like a silver mirror. What kind of ‘constructions’ would a biocentric designer come up with instead of these concrete and steel contraptions?

This question and this snapshot of human activities contrasting with the lake’s beauty led to imagine biomimicry-inspired man-made floating islands supporting an entire ecosystem as well as an ecologically minded community bent on conserving one of the largest freshwater lakes in China.

It also spurred the founding of eaudesea Biocentric Society as an organization.

An organization promoting a biocentric design thinking approach conceiving products, services, and venues, upholding 3 basic biospheric laws: Biodiversity, Interdependence, and Finite Resources.

Xi'an Jiaotong-Liverpool University

I supported and assisted XJTLU's Industrial Design Department Professors' teachings and students' learnings on the following modules:
- Design Strategy and Ethics
- Design for Sustainability
- Culture & Theory
- Concept Generation and Interaction
- Ergonomics

Design Tutor

PLTFRM

My time with PLTFRM was very productive, most notably in developing a social media video campaign for Wines of Chile Asia, which contributed to an increase in Chilean wine market value of 27%, becoming the #2 foreign wine import in China by 2019.

Brother ブラザー工
ICBC Leasing 工银租赁
Migros - Orange Garten Asia
Wines of Chile Asia

Strategic Creative Director

Interbrand

I chose to leave Zheng Bang and Beijing for Shanghai in 2014 because of the pollution and the opportunity that was offered to me to work with Interbrand.

It didn't last long.
It seems I wasn't a good fit with the corporate culture at the time.
I was dismissed for insubordination.

Creative Director

ZhengBang

I left for Beijing on new year’s day 2009 and landed in Zheng Bang, the largest graphic design agency of the country specializing in logo design and visual identity design just like me.

I initially worked with Zheng Bang independently. The deal was that I'd accompany them during the pitch to the client and each time I'd have an opportunity to present a proposal. If Zheng Bang was selected, I would receive a small commission to thank me for the help. If my work, presented by myself with an interpreter, was selected, I would receive a percentage of the entire project's revenues. A significant amount when dealing with a national company.

In the first three months alone, I won every single pitch I was invited to take part in.

Zheng Bang gave me access to large national companies. My portfolio is a collection of major Chinese brands.

In 5 years I pitched more than 100 corporations and developed more than 60 projects.

Each project was an opportunity to introduce and test a new method or a new conceptual model.

It was during that time I moved from a tactical logo designer to a strategic brand designer, integrating design thinking principles, methods, and practices mainly inspired by M. Neumeier, D. Aacker, and S. Sinek.

I led a small team of foreigners and bi-cultural Chinese using multiple design thinking protocols.

To assist me, I had two or three bicultural Chinese designers and strategists.
They didn't just translate, interpret, and research for me.
They were essential in avoiding faux pas and bringing up cultural references or popular trends during ideation sessions.

Notable Accounts:
Bank of China 中国银行
China Central Television (CCTV) 中国中央电视台
China Shenhua Energy Company (NiCE) 中國神華能源股份有限公司
Dynasty Wines 王朝酒
Erke Sports 红星
Founder IT 方正集團
Global Times Online (Huanqiu.com) 环球网
Lianjia (HomeLink) Realtors 链家
Qingdao International Airport 青岛国际机场集团有限公司
The Peking Opera 北京京剧
Shimao Group 世茂集团

Nomadesign Inc.

In 2005, during a leisure trip in Japan, I found out that my business model of online logo design services (logo-togo.com) didn’t exist there. Since I speak Japanese I decided to launch a second website called nomadesign.jp targeting the Japanese market.

It was immediately successful and I decided to move back to Japan.

By early 2008, the combination of too many copy-cats with the global financial crisis ended my entrepreneurial journey.

I looked around to figure out how and where I could rebuild myself and I chose China, the country the least compromised by this crisis.

After the 2008 Beijing Olympics, China was bursting on the global stage.
Beside Alibaba, there were no Chinese brands to speak of.
I told myself that there was an opportunity for me to design the brand of the next Chinese Sony.

Logo-togo.com

Logo-togo.com was one of the first websites offering online logo design services, fully designed, developed, and maintained by me.

It reached the top of google search for the keyword 'logo design' and stayed there until 2008.

Owner

Webster Hall

In New York City I initially worked freelance as a motion graphic designer.

I did some digital special effects for the first 100% digital movie 'Teknolust' by Lynn Hershman with Tilda Swinton.

I designed a 3D avatar of the lead singer for the band of my musician friend.
I became a ‘VJ’, a visual jockey touring New York’s nightclubs and underground art spaces.

I was working day and night, And by Christmas 2000 I was burned out and I stopped completely.

Webster Hall, the oldest and largest night club in New York City called me to become their new art director. There, I worked on the promotion of their music label but also on their website. This experience gave me useful insights on how to build an e-commerce.

I witnessed the 9/11 attack.

A week or so after the attack, Webster Hall fired about half of their staff.
They asked me if I was willing to continue to work for half of my salary, which I agreed to until the end of that year, to give myself time to try an idea.

That idea became logo-togo.com, one of the first online logo design service in the world.

Art Director

I design, I write, I teach from a biocentric outlook in China

How can design help us live within planetary boundaries? What essential skills, tools, and knowledge do design students need to build resilience and moral clarity in a world in crisis? These are the questions I work on with my students, friends, and collaborators.

I’m currently a Senior Lecturer at NACAA, an Intercultural Design Institute co-run by L’École de Design Nantes Atlantique (EDNA) and the China Academy of Art (CAA) in Hangzhou, where I mentor Master’s students in systemic sustainable design, brand strategy, and media communication.

Before higher education, I spent 35+ years as a strategic brand designer in Tokyo, New York, Beijing, and Shanghai, contributing creatively to the verbal and visual positioning of identity systems for major institutions, venues, corporations, products, and franchises.

I now live in Suzhou with my wife and our treasured Eurasian daughter, writing an epic design fiction.

https://www.behance.net/BRANDESIGNER

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