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
COMMUNICATION DESIGN ↗
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.
DESIGN
Forth+Back:
Tanner Woodbury
Nikolos Killian
Julen Saenz
McCall Keller
Hunter Young
Haruka Cheung
Erik Ruuska
Jonathan Maghen
RETOUCHING
Steiner Creative
Steiner Creative
NIKE
Carlos Martinez
Matt Anderson
Erik Wade
Pascal Peschka