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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ART DIRECTION, MOTION GRAPHICS, TYPE SYSTEM
Tanner Woodbury
Nikolos Killian
Julen Saenz
McCall Keller
Hunter Young
Haruka Cheung
Erik Ruuska
Jonathan Maghen
Retouching
Steiner Creative
Marci Kolar
Carlos Martinez
Matt Anderson
Erik Wade
Pascal Peschka
Marci Kolar
Carlos Martinez
Matt Anderson
Erik Wade
Pascal Peschka
Working as part of the Forth+Back design team, we partnered up with Nike Football to craft the global campaign identity for the 2023-24 NFL season. This partnership produced a diverse array of print and digital assets, setting the visual tone for the upcoming season. The campaign aimed to push football into a new visual territory—creating a more celebratory, inclusive, and future-facing experience while still paying homage to classic football vernacular.
Drawing inspiration from vintage NFL trading cards, the campaign incorporated distinctive framing, player attribute icons, and bold typography—all filtered through a contemporary and futuristic lens. The desired result was to create a graphic system that was capable of housing all thirty two NFL teams, as well as to build a library of assets that would celebrate each player’s unique attributes.