“As Chinese designers, we need to turn our traditional culture – for example, Chinese characters and traditional graphic representations–into a variety of unique visual languages. We need to transform our culture into modern visual languages, so that through it we can provide our audiences with more diverse, fruitful experiences and choices.”
Sun Xiaoxi is currently working as a magazine art director. His works range from book design to packaging, posters to editorial design, and visual identity design. Xiaoxi believes that books in paper form will never die. Instead, he believes they will survive far into the digital age and have a chance to reflect even more their unique value. His works unify form and content: in his design, form is content and content is form: "I want to push at the boundaries in both design and printing. Only through a rich use of detail can a work achieve a timeless beauty."