🔮️ WELCOME! MY NAME IS HARUKA CHEUNG            📍️ I AM CURRENTLY BASED IN NEW YORK CITY              🖥  CALARTS ‘24 GRAPHIC DESIGN ALUM             🏠 FROM HONG KONG & TOKYO              💫 PLEASE, ENJOY YOUR STAY         
HARUKA CHEUNG
2024

is a Japanese and Hong Kong-born, New York-based graphic designer, drawn to weaving brand narratives and exploring the overlap of vernacular and formal design.


Currently @ Base Design NYC.

Haruka has been awarded with  
TDC Award for Communication Design in 2024.


(Email)

(Case Studies)
(More Work — Archive)


01 LARIAT

Lariat is a luxury brand informed by American Western codes and Parisian couture sensibilities, its identity embraces contrast — cinematic yet precise, romantic yet grounded.

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02 NIKE FOOTBALL

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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03 CANDI

For Los Angeles based hard hand-jewellery company and collective Candi, founded by trailblazing artisans, Candi’s 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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04 AN ATTEMPT TO PAUSE
WHAT IS FLUCTUATING

 
For an exhibition seeking to explore grief, memory, and matrilineal connection, I created collateral rooted in reminiscence.

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05 NFL PRO ERA II

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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06 CHURU

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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07 LA CONVENTA

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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08 END

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.

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09 B.A.R.K

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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10 BPM

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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(MORE WORK)