By: Mike Zhao
In the ever-evolving world of sustainable brand design, it takes more than just aesthetics to stand out—it takes heart, purpose, and a story worth telling. Bilan Liu, a rising designer known for her thoughtful integration of sustainability and emotional storytelling, is showing how these elements can align. Her work has recently attracted attention on international stages, earning awards and being showcased at design exhibitions that celebrate forward-thinking creativity.
Bilan’s journey began with an eye for composition and a deep appreciation for nature’s quiet beauty. “I didn’t start out thinking I’d become a designer,” she reflects. “But I’ve always had this instinct to create things that connect people—to evoke a feeling, a sense of calm, or a deeper story.” That instinct has now evolved into a distinctive design philosophy, merging warmth, clarity, and environmental awareness.
One of Bilan’s notable achievements is her work with BrightSideGoods, where she took the lead in creating a brand identity that truly resonates with audiences—without ever overwhelming them with excessive complexity. The design features a minimalist heart-shaped logo that creatively merges the letter ‘B’ with a sense of quiet compassion and thoughtful simplicity. This logo was not merely a visual refresh; it was a carefully crafted representation of the brand’s core values, subtly conveying the essence of sustainability, kindness, and modern living. Through this design, Bilan successfully captured the spirit of the brand in a way that felt both fresh and deeply meaningful, making it not just a logo but a symbol of the company’s broader mission.
The project received positive recognition, winning prestigious awards, including the MUSE Award, NYX Gold Award, and IDA Design Award. Yet, for Bilan, the real reward wasn’t just the accolades—it was the collaboration. “We built it together. It was a process of listening, iterating, and finding clarity through simplicity,” she says.
Her work was recently featured in the Bird’s Nest Cup Dual-Olympic Seat Art Exhibition at Beijing’s iconic National Stadium—known as the “Bird’s Nest.” This internationally recognized event brought together over 2,000 creative works from artists, designers, and young talents across the globe. The exhibition is known for highlighting innovative and socially relevant art and design, and Bilan’s inclusion marks a significant milestone in her growing influence. “Seeing my work displayed in such a meaningful and visible space was surreal,” she shares. “It reminded me that sustainability and emotion can resonate powerfully—no matter the scale.”
While these milestones are significant, Bilan views her journey as an ongoing exploration. “I’m continually investigating what sustainable design means in today’s world,” she explains. “Beyond choosing eco-friendly materials, it’s about creating systems and experiences—including digital products—that are both meaningful and responsible. I’m particularly interested in how design can proactively integrate with emerging technologies rather than merely adapting to them.”
This approach places her at the crossroads of tradition and innovation, where she experiments with embedding human values into technology-driven futures. Through her work in visual identity, user interfaces, and brand storytelling, Bilan strives to harmonize sustainability, empathy, and creativity.
Reflecting on her experiences, she adds, “There’s still much to learn and explore—but that’s what keeps me passionate about design.”
Published by Jeremy S.
