I am Peiyao (Heather) Tang, a graphic designer from San Francisco. I have traveled to Japan, Europe, and other places. Currently, I am based in the United States and work as a graphic designer at Mucho Design Studio. I provide design services to numerous independent fashion and home brands. Apart from that, I offer design services to local brands, coffee shops, and bookstores in my hometown.

I was born in Chengdu, China, a city famous for its spicy hotpot and adorable pandas. After that, I traveled to Japan and Europe before settling in San Francisco. I believe that the most inspirational elements in my work come from the changes happening around me and the fusion of different cultures.

Growing up in China, I was influenced by the traditional Confucian culture. Through traveling, I encountered cultural collisions and engaged in conversations with diverse individuals. These different cultures and ideas constantly collide and transform within me, ultimately integrating into my design work. I am like a sponge, constantly influenced by the city I live in, the weather, the coffee shops on the street corners, and all the little things in life.

I believe it is my curiosity about the world and my desire to express myself. Design language is the way I communicate with the world and I am delighted when someone can see and understand my designs.

I was more than fortunate to receive an offer from Mucho Design Agency in San Francisco after graduation where I am currently working as a graphic designer. My job involves collaborating with the team to deliver creative outputs and taking responsibility for animation and brand design, among other tasks.

Creativity, to me, is like the process of selecting a gift. We choose specific gifts based on different individuals and themes. Similarly, the creative process involves getting to know different people and designing and selecting gifts based on different themes. The final design solution is always unique and tailored specifically to that person. This process is fascinating and captivating.

A creative design is not like mathematics; it is not a problem with a definitive answer. I don't believe that "expensive" design necessarily equates to a "good" creative design. I believe that a good creative design is one that effectively communicates with its intended audience and is understood by them. In my understanding, creative design is also more about communication, using visual language to convey ideas clearly and allow the audience to comprehend them. To me, that is what makes a creative design good.

Coming from an institutional art school background, I believe that most successful creative processes can’t be done without thoughtful planning that involves critical thinking and research. Research is always the key element that almost always determines the result of a design process. For most of my design process as a CG artist, I usually start analyzing and doing research for the technical aspect required to achieve the intended dazzling results for the final products. Most importantly, I always try to keep an open mind whenever I start doing a new art project.

Personally, I have a great passion for both graphic design and architectural design. Graphic design encompasses more than just posters and logo design; it is an interesting field that includes typography design, brand system design, animation design, and much more. On the other hand, architectural design is a discipline that incorporates various industry knowledge and considerations. I often find inspiration in architecture and I believe there is a connection between the two fields.

Actually, I don't have a fixed creative design style myself. Most of the time, I begin by understanding the unique characteristics of the brand and then select and design appropriate fonts, patterns, and more. This process eventually evolves into creating a visual identity that is exclusive to the brand itself. Regardless of the design style, being able to extract a design language that is specific to a brand is a unique and fascinating endeavor.

This answer is affirmative. I was born in Chengdu, China, known for its spicy hotpot and adorable pandas. Later, I traveled to Japan and Europe before finally settling in San Francisco. I find inspiration in the changes happening around me and the fusion of different cultures. Coming from China, I was raised in the traditional Confucian culture.

Through encounters with different cultures during my travels and interactions with diverse individuals, these different cultures and ideas collide and transform, eventually becoming integrated within me and reflected in my design works. I am like a sponge, constantly influenced by the city I live in, the weather, the corner café and all the small details of life.

The collision of Eastern and Western cultures is undoubtedly fascinating and challenging. The design languages of these two cultures have both similarities and distinct differences, such as typography, type setting, and the profound cultural heritage of the East. All of these factors influence my way of thinking and approach to design.

Thank you so much to the MUSE Creative Awards for giving me this opportunity! It is truly a recognition of my professional skills and a huge encouragement for me.

This year, my submission for the competition is the branding identity I designed for a local community café in my hometown. It is a café situated within the community. The brand design retains the friendly atmosphere of the community while also attracting many young people and providing job opportunities due to the brand refresh. Being able to contribute to my hometown in China through my professional skills is something that makes me proud.

This project started during the peak of the pandemic when everything was chaotic. Both the client and I had to overcome the challenges of time zone differences and remote communication to finalize the design concept. Additionally, I had to collaborate with an interior designer to determine the display and lighting details for the café's interior.

I also had to remotely oversee the printing of materials and the planning of the grand opening event. It was a project that was both exciting and challenging. However, in the end, everyone involved was satisfied with the results and I'm happy to have made many friends through this project.

One crucial aspect for me is that through this award, I have had the opportunity to meet many talented designers. I believe that these connections will inspire me in my future career path, as there will be a multitude of creative collisions and exchanges of ideas.

The continuous flow of creative inspiration, like-minded partners, and countless daring ideas are what fuel my passion for design. They propel me to explore new possibilities, push boundaries, and bring unique visions to life. It's through this dynamic process that I find fulfillment and the drive to constantly evolve and innovate in my work.

Chinese culture, spanning over five thousand years, is filled with precious and unique elements such as spiritual beliefs, written characters, totems, and symbols. From the rise and fall of dynasties to the intricate details of a bracelet, every aspect holds the potential to inspire. This rich cultural heritage serves as an abundant source of inspiration for young designers today. The juxtaposition of modernity and tradition often leads to fascinating and remarkable outcomes, as they intertwine and influence one another.

I believe there will definitely be a combination with AI and design will no longer be limited to simple printing and digital formats. They will integrate into people's lives in a faster and more clever way.

Believe in yourself, even though it may sound cliché. But it's important to always believe in yourself. Everyone has something to say, and every design is worth showcasing. If you have invested a lot of time and effort into creating something, have the confidence to present it proudly.

I think it's a combination of reading various books (across different genres and industries) and exploring websites of independent designers.

Different cultures and cities have inspired me. Growing up in traditional Eastern culture and later living in Europe, Japan and finally settling in the United States, I have been exposed to different cultures and design styles which has given me a lot of inspiration. They have allowed me to approach thinking and creativity from different perspectives and directions when contemplating and creating.

I believe it's about constant experimentation and self-belief. Continuously refreshing one's knowledge and improving skills is crucial.

Once again, I would like to express my gratitude for the opportunity given by MUSE Creative Awards. It is undoubtedly a professional recognition for me. I will continue to strive in the future, creating more engaging and captivating designs.