Chen uses his Indigo win in professional branding and pitches and has a simple piece of advice for designers considering entering the competition. “Don’t be afraid,” he says. “Prepare well, and be brave enough to try!” Chen considers himself an 'omnivorous learner,' eagerly consuming psychology, branding, design, and business trends, and encourages aspiring designers to experiment with their styles. “Try as many things as you can within the limits you have, and always stay open to taking in everything the world shows you,” he says. 

Whitefern’s name is born of Chen’s design philosophy, that good design needs to be more than functional. “What really matters is that it creates a distinctive presence within the industry,” Chen says. “Our name, 'Whitefern,' comes from this idea. It’s like a white tiger or deer; if one tiger in a hundred is white, you’ll keep staring at it no matter what it looks like.” For Chen, it’s vital that each client becomes a white tiger, deer, or fern in their industry.

Whitefern works like global tech leaders like Advantech and TSMC, and legacy Taiwanese food companies like Long Fong Foods and DaChan Great Wall. Seventy percent of their projects are rebrands, so early-stage interviews, research, and market analysis are imperative to the design approach. “We balance commercial viability, sales performance, and a distinctive identity,” Chen says. “That balance is the core value we deliver to our clients.” 

He and his team establish trust and rapport by staying professional and keeping early talks centered around value. Creative alignment is important, as is presenting successful case studies and letting Whitefern’s reputation speak for itself. Chen stays inspired by his endless curiosity about the world, and his deep love of design. “Curiosity has kept me learning all my life, and over the years that experience has become part of my expertise,” he says. “Because I’m also highly empathetic, I’m always thinking about how to use my skills to help clients.”