2024
Haruka Cheung is a Japanese and Hong Kong-born, New York-based graphic designer. With a passion for weaving brand narratives and exploring the playful overlap of vernacular and formal design.
Currently @ Base Design NYC.
Haruka has recently been recognized with the notable TDC Award for Communication Design in 2024. ↗
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(More Work — Archive)
Working as part of the Forth+Back design team,
we partnered up with Nike Football to craft the global campaign identity for the 2023-2024 NFL season. This partnership produced a diverse array of print and digital assets, setting the tone for the upcoming season.
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As part of the design team at Forth+Back, we led the design and art direction of StatusPro and NFL's PRO ERA II, the second release of their VR American football game. We were tasked with creating a fresh and modern visual identity that harmonised gaming and football vernacular while still maintaining broad appeal.
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For Los Angeles based hard hand-jewellery company and collective Candi, founded by trailblazing artisans, our brand identity seeks to encapsulate the essence of their craft. Drawing inspiration from the tension of the contrasts and similarities between the materiality of pull candy and molten metals.
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In collaboration with the 2023 LA REEF Artist in Residence, I branded and art directed the gallery show LA CONVENTA:The Next Day There is More/Less Grief, featuring textiles, painting, photography, sculpture, film, and live music performances.
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Churu, a zine dedicated to CalArts' famed cafeteria, Steve's Cafe, is a satirical yet heartfelt ode to food and its significance in our lives. Through compiling crowd-sourced images and reviews of meals along with my own writing, the zine is a tribute to the loss of food, not just for eating, but as a means of feeling.
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For CalArts' Graphic Design program's End-of-Year Show, END (Extremely Nice Design), we drew inspiration from our program's over-reliance on caffeine and transformed the gallery into a café grand opening. From sets of stickers and aprons to UI/UX design, we crafted a visual identity that merged the look and feel of a café with graphic design excellence.
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B.A.R.K emerges as a speculative cult, born from preemptive grief, cult documentaries, and timeshare scams. Inspired by my dog as a cosmic deity, B.A.R.K is an exploration of ritual, spirituality, community, and the absence of love without grief.
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BPM (Beats Per Minute), designed by Forth+Back, is an extended typeface with a subtle reverse contrast. Inspired by digital and analogue audio engineering brands and interfaces, BPM’s melodic roots can be seen in the swooping construction of the characters.
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