In the flourishing design industry, the value of a designer lies not only in meeting clients' needs and achieving commercial goals, but also in proactive conceptualisation of diverse projects that showcase creativity and ideas. Leumas To, an HKDI alumnus and currently working in the marketing department of a property investment and development group, started his journey in graphic design and gradually integrated cross-media skills to shape his career. Beyond his professional endeavours, he also engaged in independent collaboration with industry peers to publish illustrated books and interview collections, aspiring to introduce more local creations to the public and inspire future generations. Through sharing his experiences and giving back to his alma mater and the industry, Leumas serves as a role model for young designers. He not only communicates through his works but also through his contributions.
Enlightening Creativity to Achieve Dreams
Leumas To’s passion for drawing ignited during his childhood and fueled his dream of pursuing a career in art and design. After completing secondary school, he enrolled in the Design programme at IVE, marking the commencement of his creative journey. Throughout the Higher Diploma programme, he was exposed to a wide range of subjects, including sketching, art history, and cultural studies. These courses not only enhanced his drawing skills but also nurtured his habits of keen observation and critical thinking.
When the time came to choose a specialisation, Leumas, who demonstrated exceptional talent in drawing, opted for Retail and Exhibition Design, a field related to interior design, with the hope to leverage his strengths. His creative works often earned praise from his lecturers, and his outstanding performance led to him being awarded the “Mr. Yeung Kai-yin Memorial Scholarship”. This scholarship gave him the opportunity to travel to Europe, where he attended the London Architecture Biennale and several design exhibitions. The trip broadened his horizons and exposed him to the rich diversity of design cultures abroad, subsequently influencing his creative process.
During his studies, Leumas was further recognised and secured a two-month internship at a local interior design company. Immersed in the entire process, from blueprints creation to site visits, he gained a comprehensive understanding of the interior design industry and gradually realised that his passion for visual creation outweighed his interest in interior design. He explained, "In school, design allows for boundless creativity, but through internships, I learned that designing interior spaces requires a down-to-earth approach and rational consideration of various limitations in reality." He believed that this realisation perfectly exemplified the benefits of internships. While it may not necessarily lead to a perfect start to a career development, it provides students with the opportunity to explore their interests, adjust their paths, and move towards their aspirations at an early stage.
Defining the Direction and Building a Career
Having a clear vision, Leumas decided to pursue a career in graphic design after graduation, rediscovering his original intention. He joined the experimental theatre, “Zuni Icosahedron”, where he took charge of graphic design related to stage art. Later, he made a transition to the media industry and worked as a visual designer for online media platform “The Initium” . There, he worked closely with editorial teams, transforming feature news stories into captivating visuals and animated reports.
His work experience made him realise that design entails more than mere aesthetic expression. Designers also need to possess multimedia design skills, effective communication abilities, and market planning techniques. Therefore, he continued to enhance his skill set while working, gradually growing and transforming, and joined a public relations consultancy as a Creative Director. In this role, he formulated strategies for clients and utilise rich visual elements to enhance their promotional efforts.
Developing Independent Curations and Embracing Diversity
Describing Leumas as a versatile and busy individual in the industry would not be an overstatement. As his career continued to thrive, he dedicated his spare time to developing various self-initiated projects, such as illustration collections, publishing books, and curating exhibitions. He strongly believes that designers should possess dual qualities: meeting client needs to enhance the commercial value of their work, while also taking the initiative to explore their creativity and create unique works that express their thoughts and ideas.
Driven by a deep emotional connection to Hong Kong, Leumas decided to let his artwork speak for itself. He initiated the concept illustration book titled "Ping Pong", collaborating with other local illustrators to engage in a visual conversation resembling a game of ping pong. This endeavor earned him an opportunity to hold an art exhibition in Europe. During his time at Zuni, he crossed paths with influential figures from the cultural sector, leading to the publication of the interview compilation "Zuni Zuni People People" in 2017. This book documented the evolution of Hong Kong's cultural scene since the 1980s, serving as both Leumas' tribute to the cultural industry and a tangible manifestation of his creative thinking.
Inspired by this interview compilation, Leumas went on to publish a two-volume series titled "The Next Stage". In these books, he invited 24 emerging graphic designers to share their experiences. His intention was not only to explore the concepts and techniques behind different design cases through case studies, but also to uncover the life experiences of these designers, allowing readers to gain a more holistic understanding of them and discover the stories behind well-known graphic design projects. He also aimed to inspire the next generation of designers to persevere and produce quality work, believing that there will always be someone who appreciates their creations and that they all have the potential to build their desired careers.
Sharing Experiences and Nurturing the Next Generation
Leumas is passionate about giving back to his alma mater and has been invited multiple times by HKDI to interact with design students and share his experiences. He believes that the widespread use of online platforms has fragmented the development of the design industry in the digital age, presenting both risks and opportunities. This also means that designers can showcase their work through different channels and reach a wider audience, making it easier for their talent to be recognised compared to the past.
Despite technological advancements, Leumas upholds the belief that the essence of design resides in communication with people. How to convey ideas through works and evoke resonance is the most important question designers need to ponder. He advises his junior counterparts who are about to enter the design industry to continue learning, equip themselves with diverse skills, and maintain a keen observation of life. By doing so, they can forge their own path in the design industry.
