Sunnie Kuan, a freelance designer, discusses her journey from communications to brand design. She shares the importance of embracing unconventional ideas and balancing creativity with well-being.
Despite women making up nearly half of the design industry, few hold leadership positions and many still need help to be equally compensated and recognized for their work. Design is one of the few industries that offers multiple paths for entry, from earning a standard degree to being self-taught. The Women in Design series aims to highlight the unique stories and lessons of women in the design industry, across different experiences and expertise, at every stage and niche.
Sunnie Kuan is a brand designer and illustrator who uses her bold, quirky, and fun designs to help brands stand out. In this interview, Sunnie reflects on her journey of rediscovering her creative strength, breaking away from convention, and finding the balance between personal growth and well-being.
"Celebrating wins—no matter how big or small—is also another way to keep yourself going.” — Sunnie Kuan
It all started back in 2018 when I was still in college. I began designing book covers for writers on Wattpad because I was bored during the semester break. I reached out to a lot of writers and made 4-5 book covers a day using Paint and Photopea. It was mainly graphic art, where you just blended a bunch of filters, slapped on a few renders and texts, and called it a day.
It took a serious turn when I was tasked with creating social media templates and a poster for a real client. As a communications major, I had little experience in design and felt unprepared to impress the client. It was a group project for an education campaign, and I wanted to force myself to step out of my comfort zone. That time made me realize that I was really into design, and I wanted to make a career out of it.
Although I initially thought this might be an impulsive decision, my dissatisfaction while working at a PR agency after graduation confirmed my true interest. While I still enjoy writing articles and press releases, design brings me a unique sense of fulfillment and happiness.
Frankly speaking, I always thought that one needed to be extremely talented in sketching and drawing to succeed in art. As a child, I prided myself on being creative. My art was often pinned on the board because my art teacher, Miss Tan, said my drawings were fun and colorful, and she felt energized after looking at them.
Although my mom wasn’t particularly artistic, she loved to draw random things she enjoyed. Inspired by her, I would immediately take out a piece of paper and create many unconventional watercolor paintings that my siblings and parents often couldn't comprehend. These works included abstract shapes, random buildings, pink grass, and an "alien dog." However, I stopped creating such art when I was 11 because I was taught that this direction in art and design wouldn't lead to success. I channelled my creativity into writing, but something felt missing.
I regained my spark when I started creating book covers on Wattpad. Designing requires a blend of strategy and creativity, and I love integrating these elements into my work. The satisfaction of creating something remarkable from scratch is incredibly energizing. I've realized that I've always wanted to pursue design since graduating from high school, but I suppressed these thoughts to follow a different path.
I'm currently working as a freelance graphic designer/illustrator/video editor in a social media agency. I wake up at 7 to look at Notion projects that the agency has assigned to me. I try to finish the tasks before noon, then I jump to my business side to check my emails, reach out to prospects, and respond to any inquiries I might have. I typically work on passion projects to hone my skills. The Brand Identity is my best friend, and I always skim through their website to look for typography and packaging inspirations. I sometimes discuss concepts and ideas with a designer friend to release a bit of stress.
The Naked Studio is definitely one of my favourite projects.
It was a passion project of mine, and the reason I curated this project was to promote authentic sex instead of the scripted sex we've always seen on websites and in movies. This topic is extremely underrated and considered taboo in many countries, and it's crucial for people to understand that pornography promotes completely fake sex.
The brand aesthetic is bold, clean, and unapologetically real. The messaging tone is authentic and raw, with empathy serving as a secondary tone for this brand. I believe the mockups made it memorable. They captured the essence and aesthetic I was trying to convey for this brand—all thanks to Bendito Mockups! I also did a lot of research and reviewed several journal articles to support my statements. Overall, it was a really fun project to work on!
Agency projects are my favourite—particularly those that share a similar style with me. I read their case studies and take note of how they use certain strategies to curate a brand identity.
I follow a few art/creative directors as well! I usually look at their imagery and ask myself if a particular image is underwhelming or overwhelming—in the sense that it will give me an 'AHA' moment and help me come up with an unconventional concept that nobody would think of. Sometimes, I need to scratch these ideas off because they are overly bizarre, and I need to keep myself grounded.
I also read a book named "Mascot in Contemporary Graphic Design" to understand how to create a mascot better. I focus not solely on the aesthetic of the mascot itself but on diving into certain strategies to make the brand identity more memorable.
Wow. Honestly, I just can't choose! I'm obsessed with bold minimalism, mascot illustrations, funky typefaces, and perhaps anachronistic design! Anachronistic design is bizarre, funky, modern, and offbeat, which I love because it's unconventional. It certainly gives off a different feeling, and it's hard to pinpoint this exact feeling. Like...I would say the entire theme is just unpredictable.
"Do not doubt your abilities and bring out unconventional ideas."
I've always been creative and witty, and I pride myself on that. When I started my brand design journey last year, I doubted myself a lot. I wanted to hone my skills, so I forced myself to work on at least one passion project every day. I wanted to keep improving because I knew that I had a lot to catch up on—I am a self-taught designer after all.
Yes, it's great to want to improve yourself, but mental and physical health are extremely important too. Celebrating wins—no matter how big or small—is also another way to keep yourself going. Now I give myself credit and take small breaks just to refresh my mind. Sometimes, I'll even go to bed early and wake up a little later the next day to work on certain projects. We all need to treat ourselves kinder.
The most rewarding aspect of being a woman in design is the sense of community and support from fellow designers, despite not facing direct discrimination. The guidance and mentorship received have been invaluable for professional growth. However, challenges persist due to broader societal barriers, such as gender bias and inequality within the industry. Despite these challenges, there's hope for a more inclusive and equitable design industry through continued support and advocacy.
Adobe Express
Follow Sunnie on Instagram and visit her portfolio on Behance.
Discover more in Women in Design, our interview series where talented designers share their creative journeys and personal thoughts.
%201.svg){kind=icon}
Post your open positions and get in front of thousands of talented designers looking for their next gig.
Post a featured job
Empower your team with a top designer and scale your design capabilities - in days not months.
Learn moreThe latest design jobs around the world in your inbox.
