The original interview was featured in CUTOUT Magazine back in 2019, while I owned my design studio Daedalustuio in Hong Kong.

Daedalustudio—yes, it’s one word— is a design practice nestled in the bustling city of Hong Kong. Founded by graphic designer Billy Cheung in 2017, their works have been represented in several major awards and press such as the German Design Award and IDA Design Awards, just to name a few.

Working across a diverse sector of graphics and communication design consultancy services, they engage in identity design and creative direction, giving brands a story to tell and an advantage in our competitive world.

Q: In what way, do you think, can design help in business?

Design acts as a bridge between designers and the public. Good design adds value. Design thinking is critical to businesses for their branding, and strategy should act as the backbone to support that thinking. Talking about branding, we always think of a logo with the identity systems, but let’s not forget about the creative strategy besides the visuals.

Q: As a designer, how do you manage your free time with work pressure?

Not that I don’t have work pressure, but in my opinion when you believe in what you’re doing and enjoy the process, the pressure turns into pleasure. Being a designer, it’s always important to conquer pressure as we might face a list of daily tasks — client’s budget, project timeline, the scope of work, etc. In overcoming these challenges, I think strategy and communication will always be useful.

Q: What is your philosophy towards work and in life?

I believe simplicity should be the centre of communication, even in life. Things are too complicated these days. People tend to take everything so deeply that problems become complex. This is when designers should act as problem solvers and not over-create, but make solutions to the daily challenges we face.