10 Questions with Amber Xu

Amber Xu, an award-winning Motion Designer, Art Director, and Illustrator based in the SF Bay Area, boasts a diverse background in user experience, advertising, branding, and journalism. With a portfolio that spans multiple creative disciplines, Amber's work is celebrated for its unique blend of storytelling and captivating visuals. As an industry trailblazer, she continues to inspire and innovate, leaving an indelible mark on the world of design.

www.amberxu.com | @amberxu_art

ARTIST STATEMENT

Inspired by the wisdom of legendary designer Massimo Vignelli, who once said, 'Design is one; If you can design one thing, you can design everything,' Amber Xu wholeheartedly embraces this philosophy. Her creative journey knows no bounds, as she believes that design has limitless possibilities. With dedicated resolve, Amber aims to create work that goes beyond aesthetics, making a significant impact and bringing delight to audiences worldwide. For her, design isn't just a profession; it's a lifelong passion and purpose.

Theodore Roosevelt Presidential Library © Amber Xu

INTERVIEW

Let's talk about yourself first. Why are you an artist, and how did you become one?

Sure, I'd be happy to share my journey as an artist. I've had a deep passion for art since childhood, and my earliest memories involve spending hours in the kids' library, engrossed in art albums featuring the works of masters like Picasso, Monet, and Chagall. At that young age, I already knew I wanted to be a painter someday.
However, as an Asian child, there were certain academic expectations from my parents, like pursuing a career in medicine or law. So, my formal art training began a bit later in high school, even though I had a strong desire to start earlier. I eventually entered the art program at Shanghai University, where I began to explore digital art.
My journey then led me to New York, where I pursued a master's degree in motion graphics and interaction design. This phase of my education allowed me to blend my passion for art with cutting-edge technology. Now, as a UX motion designer at Google, I have the incredible opportunity to create engaging, intuitive, and enjoyable user experiences. I believe that art and technology have the power to shape the future of how we interact with the world, and I'm thrilled to be a part of that journey.

You work primarily with design and incorporate different practices, from graphics and UX to branding and advertising. How would you define yourself as an artist?

As I've mentioned in my artist statement, my approach to design is influenced by Massimo Vignelli's philosophy: "Design is one; If you can design one thing, you can design everything." I wholeheartedly agree with this perspective, and it reflects how I define myself as an artist.
I refuse to confine myself to any one box. Instead, I see the boundaries between different creative practices as fluid. I firmly believe that exceptional design has the power to resonate with and delight people, regardless of the industry or medium.
In a world where motion design is still a relatively niche role, I see its potential to play a pivotal role in areas like UX, branding, and advertising. I consider myself an advocate for motion graphics, demonstrating their profound significance in making brands and products truly stand out. I aim to show that motion design isn't just a complementary element; it's a driving force behind unforgettable user experiences and memorable brand interactions.

Why did you choose design specifically over other mediums?

I chose design over other mediums because it offers a dynamic fusion of storytelling, creativity, and effective problem-solving, aligning perfectly with my passions. While my early fascination with fine art and painting laid the foundation for my artistic journey, I discovered that design allows me to seamlessly blend various creative disciplines, including visual design, illustration, animation, and user experience, into a cohesive and impactful whole.
Design, in its essence, is a universal language that transcends boundaries and industry limitations. As a designer, I cherish the opportunity to apply my skills and creativity to a diverse range of projects and challenges, allowing me to explore the full spectrum of creative expression. I firmly believe that design is the beating heart of human experiences. By choosing design, especially within the realm of motion design, I am driven to contribute to the enhancement and transformation of these experiences, making them richer, more engaging, and ultimately better for everyone.

What messages are you trying to communicate with your art? And what do you think differentiates your approach from others?

My art serves as a canvas for expressing limitless creativity, seamless storytelling, and an unwavering commitment to pushing design's boundaries. What distinguishes my approach is my role as a motion designer, complemented by proficiencies in visual design, interaction design, illustration, and 3D design. These skills, coupled with my diverse background spanning industries like advertising, user experience, journalism, broadcasting, and the fashion world, provide me with a unique perspective.
This rich blend of experiences enables me to bridge the gap between artistic expression and real-world impact. I ensure my art not only captivates but also serves a meaningful purpose by enhancing human experiences, promoting brands, and conveying compelling stories.

In your statement, you quote Massimo Vignelli. What other sources of inspiration do you have for your work?

I find inspiration for my work from various sources. While I'm currently dedicated to designing motion for products, I often turn to timeless principles like Dieter Rams' 10 principles for good design. In a world filled with ever-changing trends and techniques, I believe it's essential to anchor oneself in these fundamental principles. They provide a solid foundation that transcends fleeting trends, helping me create designs that stand the test of time and resonate with users on a deeper level. These principles guide me in achieving not just visually appealing work but also designs that are functionally superior and user-centric.

How has your art evolved over the years? And what inspired you to experiment?

Over the years, my art has evolved significantly. It started with traditional fine arts and gradually transitioned into the digital realm. I've explored various media, including animation, 3D, illustration, and concept art.
My motivation to experiment comes from a belief that art and design have endless possibilities. Trying out new practices, whether in media or style, provides a continuous source of inspiration. These experiments keep my passion for design alive and drive me to continually improve. I view experimentation as a way to expand my creative horizons and find new ways to express myself through design.

Let's talk about the series Theodore Roosevelt Presidential Library. Can you explain to our readers the main idea behind this project? What message do you want to convey with it?

The Theodore Roosevelt Presidential Library is a pioneering museum experience that immerses visitors in the life, legacy, and enduring importance of Theodore Roosevelt through innovative storytelling, interactive technologies, sensory engagement, and embodied learning.
I had the privilege of creating a future vision video that serves a dual purpose: sparking public excitement and engaging potential supporters in fundraising efforts. This video effectively crystallizes the Theodore Roosevelt Presidential Library Foundation's vision for the first digitally-native museum in the United States.
In my art direction, I aimed to encapsulate the essence of Roosevelt's life and legacy while striking a balance between historical and contemporary elements. Given the constraints of limited assets, including old newspapers and scarce Theodore Roosevelt photos, I embraced a collage style to evoke a historical ambiance. Incorporating paper textures lent an authentic feel to the project.
Regarding motion design, I adopted a stop-motion style combined with watercolor splash transitions, infusing a human touch and historical essence into the visual narrative. Leveraging my expertise in Animation, UI/UX Motion Design, and Video Editing, I crafted a story not only about Theodore Roosevelt but also about the journey toward creating this digitally-native library and the potential future of innovative library experiences.

Can you walk us through your creative process? How did you go from the first idea to the final outcome?

You know, the journey from the first spark of an idea to the final design output is quite an adventure. As a designer, especially in the world of motion, it's all about blending creativity with problem-solving.
It typically starts with identifying the challenge or opportunity at hand. What's the story we want to tell, and how can motion enhance it? Then comes the research phase. I dive into what's happening in the motion design world, exploring new tech, and soaking up inspiration from various sources. Once I've got a good grasp of the landscape, it's time to let the creative juices flow. I brainstorm ideas on different motion design directions and think about how motion can be the hero of our visual storytelling. Prototyping is where we take those ideas for a test drive. We create rough versions to see what works and what needs refining. It's like sketching the blueprint before building the house. When we've got a solid plan, it's the hands-on part – bringing those ideas to life. This is where I play with colors, shapes, and animations, turning static concepts into dynamic visuals. But it's not just about making things look pretty. Motion design has to be user-friendly. So, I always put myself in the user's shoes to make sure our design communicates effectively and intuitively. Of course, not everything goes perfectly the first time. We test, gather feedback, refine, and iterate until we've got something that truly clicks. Finally, we share our creation with the world. But it doesn't end there. We monitor how it's performing, learn from it, and carry those lessons into the next exciting project.
So, that's a glimpse into my creative process – a blend of imagination, technology, and user-centric thinking that brings motion to the forefront of design.

Is there anything else you would like to incorporate into your practice? Is there any theme or new technology you are considering trying out?

I'm always eager to push the boundaries of motion design. Two areas I'm particularly excited about exploring are:
First, the world of augmented and virtual reality. These technologies offer immense potential for storytelling through motion design, creating immersive experiences that captivate users.
Secondly, I'm intrigued by the potential of AI in motion design. It offers the prospect of automated animations and highly personalized user interactions, taking creativity to new heights with efficiency.
My passion lies in innovative motion design and its evolving landscape. With these exciting technologies, I can't wait to see what the future holds for the industry.

And lastly, what are your plans for the future? Do you have any exhibition or collaboration you would like to share with our readers?

In the future, my focus will remain on leading the way in motion design by embracing emerging technologies and crafting innovative user experiences. I'm committed to giving back to the creative community and sharing the knowledge and insights I've gained over the years.
Additionally, I'll continue to seek out projects that have a positive impact, leveraging motion design to inspire and delight users, especially within Google's vast user base. I'm excited to see where this journey in the dynamic field of motion design will take me.
Regarding exhibitions and collaborations, there are some exciting opportunities on the horizon, but nothing's set in stone just yet. Certainly, once these projects take shape, I'll be eager to share them with the world.

Artist’s Talk

Al-Tiba9 Interviews is a promotional platform for artists to articulate their vision and engage them with our diverse readership through a published art dialogue. The artists are interviewed by Mohamed Benhadj, the founder & curator of Al-Tiba9, to highlight their artistic careers and introduce them to the international contemporary art scene across our vast network of museums, galleries, art professionals, art dealers, collectors, and art lovers across the globe.

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