Weicheng Peter Xu: Work Hard and Smart
/ Designer, Art director
by Elizabeth Lavis | 26 May 2026
I start with inspiration and research, find the right direction, then infuse my perspective and a creative twist
Weicheng Peter Xu is the 2025 Indigo Design Award Freelancer of the Year and a Gold Winner for his rebranding of the Griffith Observatory, celebrating its iconic architecture in a modern, timeless way. His personal philosophy is to maintain positivity and not take things too seriously. “I believe that good work and mood come naturally when you’re not weighed down by stress or pressure,” Xu says. He also encourages aspiring designers to work both hard and smart, understanding that thinking and doing are both equally important elements on the journey to becoming a great designer.
Xu comes from Shanghai, China, a megacity that gave him firsthand experience in culture, art, and aesthetics. “As I travel and relocate around the world, my multicultural background continues to influence my work, inspiring me to create designs that resonate with audiences globally,” Xu says. In addition to design, Xu’s other passions include style, culture, and fashion, which support and shape his art, plus discovering beauty in unorthodox or overlooked places. “I love finding inspiration in everyday objects, like signage, vintage graphics, or even fruits and vegetables,” Xu says.
Xu approaches design from a holistic place, carefully considering how his design will appear and change over different deliverables and media. “I start with inspiration and research, find the right direction, then infuse my perspective and a creative twist,” he says. “I always make sure the design is neat, organized, and easy for the audience to understand.”
He believes that strategy and creativity are interconnected. “Strategy informs creativity, and creativity gives strategy meaning,” Xu says. “They should always respond to each other.” He also involves his clients heavily in the day-to-day work and execution, seeking feedback at every stage. “I build trust and rapport with my clients through good communication and consistent effort,” Xu says. “It’s all about being thoughtful, responsible, and professional with what you deliver. That builds trust over time.”
As a freelance designer, Xu finds himself juggling multiple projects and needs to take plenty of steps to avoid getting overwhelmed and burned out. “I sleep well, plan ahead, and never leave projects to the last minute,” he says. He also regularly engages in activities outside the world of design to intentionally take breaks and refresh his mind. “Personally, I love traveling and working out,” Xu says. “These activities help me stay inspired and grounded.”
Xu plans to continue his professional growth by diving deeper into art direction, collaborating closely with fashion-centric brands, and exploring creative advertising and campaign design. “I also will continue to grow as a person,” Xu says. “I hope to become kinder, more open-minded, and active. I want to always stay curious about the world and the people around me.”
In addition to these goals, Xu will also stay fresh and full of ideas by indulging in some very understandable and common guilty pleasures. “I really love iced coffee, online shopping, and sleeping,” he says. “These things are my creative fuel.”
Griffith Observatory Rebrand