Every time I’m invited to give a talk, I’m required to introduce myself. I used to think an artist’s bio should tell who we are—our names, our artistic journey, and our form of art. It’s like what I would say when meeting a stranger. But the modern “bio” seems to be all about titles and awards.
In the studio, we’ve garnered some awards in our early days, and it was a great honor.
However, over the years, I’ve realized that awards aren’t everything. Design awards are meant to encourage visual experimentation and creative breakthroughs in the industry. Yet, what I’ve noticed lately is that many design awards go to self-initiated projects: magazines, packaging, zines, etc.
A Breakthrough Project
Years ago, we had a project called the Dum Dum Party Kit. It was a breakthrough for both the studio and the client.
We had to propose something outside the client’s comfort zone and rethink what packaging could be. We crafted a die-cut frame in a way that customers could use it for games after receiving the box, instead of throwing it away. This was our innovative take on “sustainability” in packaging.
We were incredibly excited about this project. However, it was not “award” worthy, probably because it was visually quite “safe.” The vibrant, happy characters lacked the kind of visual experimentation typically rewarded. Even with all these additional features, the box was still a variation on a standard packaging box. Looking at the entire project, it wasn’t an “award-winning” project. Even if I were a judge, I might not award myself either. But it was a huge breakthrough for us and the market nonetheless.
The Reality
Convincing clients to try new visual languages and push for creative solutions requires as much effort as creating something visually experimental.
Sometimes I feel that design awards aren’t for us. I have no interest in designing something just for the sake of aesthetics and awards.
Right now, I’m channeling our resources and efforts into creating commercial breakthroughs. Commercial success is how we can build a sustainable industry here in Malaysia. But I’m not giving up on pursuing more award recognition. Who knows what the future may bring?
In the end, it’s not just about the awards. It’s about making a real impact, pushing boundaries, and creating sustainable solutions. Whether or not we win more awards, we’ll continue to strive for excellence and innovation in our work.
– Lai
