Peiyao (Heather) Tang

I believe it is my curiosity about the world and my desire to express myself. Design language is the way I communicate with the world, and I am delighted when someone can see and understand my designs.

I was fortunate to receive an offer from Mucho Design Agency in San Francisco after graduation. I am currently working as a graphic designer there. My job involves collaborating with the team to deliver creative outputs and taking responsibility for animation and brand design, among other tasks.

Design, to me, is like the process of selecting a gift. We choose specific gifts based on different individuals and themes. Similarly, the design process involves getting to know different people and designing and selecting gifts based on different themes. The final design solution is always unique and tailored specifically to that person. This process is fascinating and captivating.

Personally, I have a great passion for both graphic design and architectural design. Graphic design encompasses more than just posters and logo design; it is an interesting field that includes typography design, brand system design, animation design, and much more. On the other hand, architectural design is a discipline that incorporates various industry knowledge and considerations. I often find inspiration in architecture, and I believe there is a connection between the two fields.

Design is not like mathematics; it is not a problem with a definitive answer. I believe that good design is one that effectively communicates with its intended audience and is understood by them. In my understanding, design is more about communication, using visual language to convey ideas clearly and allow the audience to comprehend them. To me, that is what makes a design good.

This project was completed during the pandemic, and I had extensive online communication with the client. We had to overcome various practical factors such as time differences. After communicating with the client, the goal was to convey an image of an independent, confident, and stylish woman through visual language and simple graphic design elements. The design needed to highlight the brand's charm and uniqueness while also addressing the challenges posed by rapidly evolving social media.

To achieve this, I designed a custom font exclusively for Kasha M, taking inspiration from the brand's story background. Additionally, I provided artistic guidance for the brand's tone and photography style. This helped to create a cohesive visual identity that effectively conveyed the desired image and stood out in the competitive landscape of social media.

My primary source of inspiration comes from the local environment, the history of coffee shops, and the culture of the local community, including its people, style, and surroundings, among other things.

This answer is affirmative. I was born in Chengdu, China, known for its spicy hotpot and adorable pandas. Later, I traveled to Japan and Europe before finally settling in San Francisco. I find inspiration in the changes happening around me and the fusion of different cultures. Coming from China, I was raised in the traditional Confucian culture. Through encounters with different cultures during my travels and interactions with diverse individuals, these different cultures and ideas collide and transform, eventually becoming integrated within me and reflected in my design works. I am like a sponge, constantly influenced by the city I live in, the weather, the corner caf

Thank you so much to the London Design Awards for giving me this opportunity. It is truly a recognition of my professional skills and an encouragement for me.

Background:
KASHA M is founded by a talented female designer who aims to showcase the independence and true self of women through design. The project takes inspiration from the brand's story, which draws from Dante's "Divine Comedy," where "KHASHA" represents the emperor's cheetah symbolizing female power, and "M" represents MAFDET, an early Egyptian cat deity.

Outcome:
In the end, I combined a simple sans-serif font with a carefully crafted, angular sans-serif font to create a storytelling feel for the brand. The brand's color is a deep red, symbolizing maturity and independence, which complements the meticulously designed typography. Additionally, the client received a social media-friendly poster design that allows users to easily modify the image, colors, and placement to meet their daily social media posting needs.

As KASHA M officially launched in 2022 and expanded its fashion footprint, web design was also undertaken simultaneously. Thus, through design language, I expressed that the KASHA M fashion brand represents boldness, independence, and self-expression.

Reason for submit this project
I believe there are several reasons for this. One of them is that Kasha M is a brand that represents the voice of independent women. The designer behind Kasha M is a talented woman who wants to depict the true beauty of women through her design language, free from limitations and definitions. As a female designer myself, I also wish for this voice to be heard by more people, and I enjoy collaborating with independent designers who have unique ideas.

Working together, we can draw inspiration from different fields and create a brand that showcases a story, with my graphic design language helping to bring it to life. It's an interesting and unique experience to collaborate in this way. I hope that this voice can reach a wider audience, and that is why I submitted this project.

After communicating with the client, the goal was to convey an image of an independent, confident, and stylish woman through visual language and simple graphic design elements. The design needed to highlight the brand's charm and uniqueness while also addressing the challenges posed by rapidly evolving social media. Just as I mentioned earlier, this project was completed during the pandemic. We had to overcome the constraints of time and geography, and most of the communication took place online. When faced with issues such as material printing and interior displays, I needed to have thorough communication with the client and the printing shop in advance to conduct print testing and other necessary work.

Although remote collaboration posed challenges, it also provided us with opportunities to overcome difficulties through coordination and cooperation. Prior communication and testing helped ensure that the final printed materials and interior arrangements met expectations and showcased the brand's charm and uniqueness.

While online communication may not be as direct and real-time as face-to-face interactions, leveraging technology and remote tools allowed us to effectively manage projects and collaborate. It also reminded us to adapt to changes in the current environment and develop more flexible work models.

Through the team's efforts and effective communication, we successfully completed this project and overcame the challenges posed by online collaboration. It demonstrated our professional capabilities and adaptability, enabling us to deliver high-quality design services in any situation.

Thank you very much for the opportunity this award has given me. I see it as a recognition of my abilities. Additionally, I have had the chance to meet many talented designers whose works have inspired me greatly. This experience has been very beneficial for my future career planning.

Creative inspiration, like-minded partners, and daring ideas fuel my passion for design. They drive me to explore new possibilities, push boundaries, and bring unique visions to life. This dynamic process brings fulfillment and motivates me to constantly evolve and innovate in my work.

I believe that my background has allowed me to approach thinking and design from different perspectives. Growing up in a Confucian cultural environment, I was initially shaped by traditional Eastern culture, which influenced my initial design mindset. However, as I traveled and lived in different countries, the collision of Western and Eastern cultures has provided me with many new angles to view problems and engage in thinking. Perhaps, this is one of the reasons that make my designs unique.

I believe there will definitely be a combination with AI, and design will no longer be limited to simple printing and digital formats. They will integrate into people's lives in a faster and more clever way.

Believe in yourself, even though it may sound clich

I think it's a combination of reading various books (across different genres and industries) and exploring websites of independent designers.

Different cultures and cities have inspired me. Growing up in traditional Eastern culture and later living in Europe, Japan, and finally settling in the United States, I have been exposed to different cultures and design styles, which have given me a lot of inspiration. They have allowed me to approach thinking and creativity from different perspectives and directions when contemplating and creating.

I believe it's about constant experimentation and self-belief. Continuously refreshing one's knowledge and improving skills is crucial.

Thank you once again for the opportunity provided by the London Design Awards. It is undoubtedly a professional recognition for me. I will continue to strive in the future and create more interesting designs.