Reuxn (Xin) Yao is a *(visual communicator, graphic designer, researcher) with experience in a variety of exciting projects to question the existing graphic design discipline through non-linear visual narratives. Passion for *(editorial design, printed matter, visual identity, experimental and conceptual visual arts). By exploring the new methodology that emerges due to technological advancements, his research currently focuses on the shifting interaction between the *(internet, publishing, and visual communication) in the age of digital reproduction.
*MORE THE MERRIER!
CHRISTMAS AT 
SELFRIDGES (
2024)
[Creative Direction]

*SELFRIDGES LUNAR NEW YEAR (2025)
Illustration by Can Yang

SIJIASUDIO REBRAND
(2024)

VISUAL IDENTITY FOR EXHIBITION
*SHIFTING THE CENTRE:
ANTICOLONIAL WAYS OF SEEING
*CONTINUUS SPACE  (20
22)
Continuus Space is an interconnection of concepts, existing between one work and the other. It acts as the fil rouge, the common thread, that enables and ties ideas, narratives and ways of thinking. Continuus Space is the celebration of a forever mutable web of relations. Every point is described by the intersection of a number of lines, forming connections amongst diverse practices.
Continuus Space’s main intention is to bring together diverse practices and ideas, to create space for discourse, while offering an online display for emerging artists.
(Visual Identity) (Creative Direction)

*A
LINE WHICH FORMS A VOLUME 5
(2021)
A Line Which Forms a Volume 5 is a critical reader and symposium of graphic design-led research, which is written, edited, designed, and published by participants of the MA Graphic Design course at London College of Communication. The fifth issue explores acts of leaning and how they interconnect with concepts of care and transparency in the process of making design research public.
We see leaning as the of diverging forces seeking shared stability and collaboration. When leaning, we defy structural integrity and we let vulnerability arise. As our practice leans on, through, into and towards a subject (and vice versa), we show and exercise care for the complexities of contemporary society.
(Lead Designer_1/2)
(Production Team_1/4)

*011IMMM17.OBJ
*NISEKO RESORT CATALOGUE DESIGN (2024)

*THREE LANDSCAPE IMAGES (2022)
*THE KARMA SUTRA (2019)
*SIERIZ SS24 LOOKBOOK (2024)
*UNCREATIVE PORTRAIT_WHAT_IF_I_AM_A_NOBODY.ZIP
(2022)
‘Uncreative portrait’ is an accumulation that documents the designer’s single portrait in multiple visual languages produced by the impact of computers and cyberspace.
By examining the digital sublime as an alternative visual representation, it establishes a discourse around the aura of self-identity in the age of digital reproduction. These images continuously explore our digital self’s shifting authenticity and identity in the contemporary digital era. Is there a line between the self and its data shadow? Where is our physical memory going in this endless re-identification process?
The ‘pdf’ includes 300 interpretations of the designer’s own portrait, calling into question the ever-changing process of individuation as well as the ongoing process of redefinition in the context of the contemporary sublime.

[Creative Direction]

*SELFRIDGES LUNAR NEW YEAR (2024)
Illustration by Can Yang

*PROTOPAPERS - A SUMMER SPECIAL (2023)
*SIERIZ AW23 LOOKBOOK (2023)
*POETIC RESEARCH RESEARCH PORTOLIO (2021)
*AXEL AXE
GATO SS23 LOOKBOOK

*DIGITAL MEMORY
(2022
)
Image found on eBay
*MATERIALISATION (2022)
Image found on eBay

*PROTOPAPERS VOL_8 (2024)
A1 flat size fold to 297x140mm

*SELFRIDGES SPORTOPIA MERCH (2024)
*R
ECORD. UNFOLD.
(2022)

A collection of print and digital resources created for the emerging womenswear fashion label Sieriz. The brand's slogan, "Record. Unfold," served as inspiration for the visual language, which aims to emphasise the movement of being captured by the body and unfolded by the body. The material is "recorded" and "hidden" by the form itself, but it is discovered throughout the unfolding process.
With the word "Series" as the brand philosophy, where endless possibilities are embedded for organic combinations with everyday moments. Through the transformation of the phonetic alphabet to demonstrate the interpretation of the brand to give multiple senses, both visual and audible, the design components aim to visualise the pronunciation of "series" through its own manifestation.
→website

*MONA LISA (2021)
*031UPP23.PSD
*EVENT POSTERS FOR AXEL ARIGATO (2022)
*THE [CHAIR] (2020)
This research-led practice aims to demonstrate the numerous comprehension perspectives through the interpretation and representation of the objects. To rethink our position in the relationship between the material world by exploring our everyday object's deeper significance. As a response to the human-centred perspective, I was trying to reverse the relationship of human and object, to look for the subjective object, to explore the narrative behind them, and the interpretation from the objects themselves.


*DEMATERIALISED ME (2021)
*GOOGLE MAP (2021)
*EMPATHY DESIGN
(2020)

User: 9-year-old introverted home-school student
Collection: Pitt Rivers Museum
*INTENTIONAL MISTAKE RISO PRINT (2020)
*DIGITAL SUBLIME (2021)
*AXEL ARIGATO SOCIAL ADS (2022)
*abcA (2020)
“Something is only what it is in its relation to another, but by the negation of the negation this something incorporates the other into itself."   -Hegel’s Dialectics, 19th Century

This project is based on the law of ‘the negation of the negation’ to rethink and reflect the contemporary design in today’s consumerist society. The aim is to make a real difference in the design industry, not necessarily through designing artefacts, but by challenging public perception and changing systems rather than merely boosting lifestyles. To engage a broad audience in a context that will challenge and provoke the public to rethink the role of design in contemporary culture.
*INTENTIONAL MISTAKES (2020)
The idea of ‘Accidents Gallery’ creates a system of making mistakes ‘on purpose’, as a way to encourage the unexpected. To find a balance between something already existed and something unexpected. In the end, the system of rules that can be used or created to invite accidents into a positive role, and the outcome produced by the system becomes something beyond oneself. As a result, to encourage the unpredictable.
The works within the ‘Accidents Gallery’ were inspired by the approach of the Dadaist poem, think of these invented systems as something which encourages a kind of ‘self-less’ creative process.
→
video
*THE KAMA SUTRA [食色性也]  (2019)
"The desire for food and sex is a part of human nature."  - Confucius, 551- 479BC

The definitions of sex are critical and shifting. With the ancient openness to sex, the modern society’s sensitivity and taboos to sex, the understanding of the differences between western and eastern culture on sex, the concepts of sex are being overturned.
This video explores the social sensitivity of the sex topic, through a ‘learning’ and ‘teaching’ process to communicate with the audience an alternative interpretation of sex. From the early idea about the Kama Sutra to explore the contemporary value and significance behind it.
*A PERSON AS AN ARCHIVE (2019)
*THE KARMA SUTRA (2019)

*A REVOLUTION LOOP (2018)
Through the expression of vintage clothing and music, a fabric book explores the era-defining significance and impact of the revolution in London in the late 1960s. Looking back, the 1960s may also be used to pinpoint the origins of many of the major issues of today, such as neo-liberalism, anti-consumerism, and personal identity. Was that a revolution just in that period? Or, have we always been in the midst of it? 1960s ?   2010s !