Creative Minds: Una Sun on how a split-second decision shaped her career

In Creative Minds, we ask APAC creatives a long list of questions, from serious to silly, and ask them to pick 11 to answer. (Why 11? Just because.) Want to be featured?

Name: Una Sun

Place of origin: Chifeng, Inner Mongolia  

Places lived and worked: Beijing and Shanghai, China   

Pronouns: She/her   

CV:

Design director, 25s, Shanghai, China, 2022-present
Senior designer, Elmwood, Shanghai, China, 2017-2022
Senior designer, Dis Media Group, Shanghai, China, 2015-2017
Senior designer, Shanghai United Artists Advertising Co., Ltd., Shanghai, China, 2012-2014
Designer, Shanghai Lemeng Advertising Co., Ltd., Shanghai, China, 2011-2012
Designer, Beijing Binchen International Advertising Co., Ltd., Beijing, China, 2010-2011

1. How did you end up becoming a creative?

My creative journey began with a lot of luck. I studied art for a month in elementary school but when my regular studies became more intense, I dropped art to focus on academia. Then right when I was about to take the high school entrance exams, I was stressed because my grades weren’t great. A classmate told me if I applied as an art student and took the art exam, I would have a better chance of getting into my high school of choice. So I made a split-second decision and handed in a painting that I did over a weekend as my entrance exam. I got accepted, became an art student—and the rest is history. Later in university, I read David Ogilvy’s book 'Confessions of an Advertising Man', and I thought it would be so cool to be in advertising. So when the time came to choose a major, I chose advertising art communications.

2. What's your favourite piece of work in your portfolio?

 

My favourite piece of work is the visual identity and pack design refresh that I worked on for Mondelez’s Pacific crackers. Personally, it was the first visual identity project I led after joining The 25s, so it’s a bit like my first love and I put a lot of my heart and soul into it. But objectively, I loved how while the design itself is simple and straightforward, the pack itself portrayed an uplifting positive, healthy snacking story during a very chaotic time period. Back then, Shanghai had just come out of a major lockdown and people were understandably sensitive and anxious. Here we were designing a brand that was meant to bring people a new positive mindset—healthy, lighthearted, uplifting. It gave people a sense of relaxation, like a small personal snacking me-time, and it was inadvertently what we might have needed during a difficult period.

 

After the launch, I saw the whole portfolio of designs on the shelf. And it just felt happy, friendly and bright. Of course, I bought a lot just for myself as it is actually really delicious and I eat it all the time.

 

 

3. What's your favourite piece of work created by someone else?

 

 

4. Who / what are your main creative influences?

 

I get my inspiration from everyday life. I get jolts of creative inspiration just from things I see and touch in life, especially when I focus on details at certain points in the day. I hope I’ll always be the person that stays passionate and high on life, and find new things to inspire me even in the most mundane, run of the mill things. I think every day real-life inspiration is more likely to resonate with consumers, build an emotional connection and help brands be more intimate with their users.

 

5. What kind of student were you?

 

I was the one who was always terrified of exams. I’m even still too scared to take my driver’s license test. Usually I’m more than happy to answer questions or do presentations but when it comes to sitting down for an exam, I really don’t like it. Something about the time constraint of submission and the deathly quiet of the room.

 

6. What career did you think you would have as a child?

 

When I was a child, I thought I would be a teacher when I grew up—because on weekends I would always imitate the school teacher and teach the neighborhood kids, and later they all called me Teacher Sun. I really liked the sound of writing on a chalk board and the feeling of a being a teacher standing on the podium.

 

7. What really inspires you?

 

My colleagues around me inspire me. I have amazingly talented colleagues, who are already top of their skill set but still work so hard. Their passion makes me fired up as well.

 

Every time I talk about design with my colleague and fellow creative Bobo, he infects me with his love for design. And not just him, I have a lot of talent people around me, and I’m grateful for it. Having passionate and talented people around really makes a difference to my own attitude, and they remind me every day why I love design.

 

8. How would your colleagues describe you?

 

Generally, people would say that I am very responsible, but I like to hear people say that I am sincere the most. I think sincerity is very important.

 

9. What would you do in your perfect day?

 

I’d love to travel to a foreign country and experience its culture and customs. Maybe visit its art museum, eat out with friends and just walk around this new city. And in the end just go to bed and sleep, a simple yet absolutely perfect day.

 

10. What movie/show will you never get tired of?

 

I like fiction and fantasy, worlds that don’t exist in reality. I will never get tired of movies like Harry Potter or Marvel—magical worlds and friendship, love and courage amongst characters, where each hero has his own characteristics and everyone fights for justice.

 

 

11. Are you an early riser or a night owl?

 

I'm a night owl, an absolute nocturnal animal. I like staying up late and surfing the Internet. On weekends I like to meet friends for dinner and drinks and chat all night long.