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.Â
Currently @ Base Design NYC.
Haruka has recently been recognized with the notable TDC Award for Communication Design in 2024. â
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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.
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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 iteration of their VR American football game. We were tasked with creating a fresh and modern visual identity that harmonised gaming and football vernacular while maintaining broad appeal.
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For LA-based hard hand-jewelry company and collective Candi, founded by trailblazing artisans, our brand identity seeks to emphasise the essence of their craft. Drawing inspiration from the similarities and contrasts between the materiality of pull candy and molten metals.
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Identity and promotional materials for the LA REEFâs LA CONVENTA: the next day there is more/less grief â a meditation on feminine vulnerability, grief, and joy, a gallery show and evening of performance.Â
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Churu, a zine dedicated to CalArts' cafeteria, Steve's Cafe, is a satirical yet heartfelt ode to food and its significance in our lives. By compiling crowd-sourced images and reviews of meals along with my own writing, the zine becomes a tribute to the loss of food as not just sustenance, but also as a means of feeling and emotion.
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For CalArts' Graphic Design program's End-of-Year Show, END (Extremely Nice Design), we took inspiration from the program's over-reliance on caffeine and transformed the gallery into a café grand opening. From take-away stickers and aprons to social media marketing, we crafted a visual language that combined the experience of a café with graphic design excellence.
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B.A.R.K emerges as a speculative cult, conceived 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 the studio Forth+Back, is an extended typeface with a subtle reverse contrast. Inspired by digital and analogue audio engineering brands and interfaces, BPMâs melodic roots can be seen in the swooping construction of the characters.Â
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