While style can be important, for editorial illustrator and designer Rui Pu part of his focus has been on the “spirit” of his work. Pu sees his creations as sarcastic and playful, and feels they’re more suited to “not so happy” articles as a result, so that the audience doesn’t feel overwhelmed when reading the piece they accompany. His work is supposed to be complementary.

Pu, who works between London and Shanghai, has taken a fairly experimental approach to his images, continually “reaching for things outside of the creative field” and connecting them in different ways.