Interview with Pei Yao (Heather) Tang for KASHA M

My inquisitiveness about the world and my yearning for self-expression is what drives me. Design language functions as my medium of communication with the world, and it brings me immense joy when others can perceive and grasp the essence of my creations.

After completing my studies, I was lucky to be extended an opportunity by Mucho Design Agency in San Francisco. At present, I hold the role of a graphic designer within the organization. My responsibilities encompass team collaboration to produce innovative results and taking charge of tasks such as animation and brand design.

To me, design resembles the act of choosing a present. We pick distinct gifts according to various individuals and contexts. Likewise, design involves understanding diverse individuals, crafting choices in line with various themes. The eventual design outcome is consistently one-of-a-kind and custom-made for that individual. This journey is enthralling and captivating.

On a personal level, I hold a deep enthusiasm for both graphic design and architectural design. Graphic design extends beyond mere posters and logos; it's a captivating domain encompassing typography, brand systems, animation, and beyond. Conversely, architectural design embraces diverse industry insights and factors. I frequently discover inspiration in architecture, sensing a meaningful linkage between these two realms.

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

Amid the pandemic, this project was undertaken with extensive online client collaboration. Overcoming practical hurdles like time zone disparities was paramount. Following discussions, the objective was to encapsulate the essence of an independent, confident, and stylish woman through simple visual cues and graphic elements. The challenge lay in spotlighting the brand's distinct allure while navigating the ever-changing social media landscape.

To realize this, a bespoke font was crafted exclusively for Kasha M, inspired by the brand's narrative. Furthermore, I provided creative direction for the brand's tone and photographic style. This synergy culminated in a coherent visual identity that effectively projected the desired image, making a mark in the fiercely competitive realm of social media.

My primary source of inspiration comes from the local environment, the history of coffee shops, and the culture of the local community, including its people, style, and surroundings, among other things.

Affirmative. My birthplace is Chengdu, China, renowned for its spicy hotpot and adorable pandas. Subsequently, I journeyed through Japan and Europe before establishing myself in San Francisco. My inspiration derives from the dynamics of my surroundings and the amalgamation of diverse cultures.

Having grown up in China, I was steeped in traditional Confucian values. Through my encounters with varied cultures during my travels and interactions with a range of people, these diverse influences collide and metamorphose, eventually melding within me and reflecting in my design endeavors. Think of me as a sponge, perpetually shaped by my urban environment, weather, local cafes, and all the intricate nuances of daily life.

The convergence of Eastern and Western cultures is undeniably riveting and stimulating. The design languages of these two cultures share parallels and distinctive variations, like typography, type setting, and the profound heritage of the East. All these facets impact my mindset and design approach.

I extend heartfelt gratitude to the London Design Awards for affording me this chance. This acknowledgment genuinely validates my professional expertise and serves as a motivating boost.

KASHA M emerges under the guidance of a gifted female designer, dedicated to illuminating women's autonomy and authenticity through design. The venture derives inspiration from the brand's narrative, intertwined with elements from Dante's "Divine Comedy." In this tale, "KHASHA" embodies the cheetah, symbolising female potency, while "M" signifies MAFDET, an ancient Egyptian cat deity.

In the culmination, I melded a clean sans-serif font with a meticulously crafted angular sans-serif font, crafting a narrative ambiance for the brand. The brand's deep red hue embodies maturity and independence, harmonising seamlessly with the intricately designed typography. Further, I provided the client with a social media-ready poster design, enabling effortless customisation of visuals, colors, and placement for daily social media posts.

With KASHA M's official 2022 debut and its expanded fashion presence, concurrent web design ensued. Thus, through design dialect, I conveyed that the KASHA M fashion brand epitomises audacity, self-sufficiency, and personal expression.

Several motives underscore this choice. Foremost, Kasha M emerges as a conduit for the voices of independent women. The visionary behind Kasha M, an adept woman, aspires to unveil women's genuine splendor through her unbound design language. As a female designer myself, I too yearn for this resonance to reverberate widely. Collaborating with independent creators who wield distinctive concepts is a gratifying endeavour, where diverse influences meld to give life to a narrative-driven brand. This unique collaboration sparks fascination, and my intent is for this resonance to resonate broadly. This compels my decision to submit this project.

After discussions with the client, the objective was to portray an independent, confident, and stylish woman through visual elements and simple graphic design. The design aimed to showcase the brand's uniqueness and allure, all while addressing the challenges presented by the rapidly changing landscape of social media.

As previously noted, this project was accomplished amidst the pandemic. Overcoming limitations in terms of time and distance, much of our interaction occurred through online channels. Confronted with hurdles like material printing and interior displays, I engaged in comprehensive communication with both the client and the printing facility, conducting prior print tests and other essential preparations.

Although remote collaboration brought about its share of challenges, it also provided a platform to surmount obstacles through coordination and collective effort. Advanced communication and testing played a pivotal role in ensuring that the final printed materials and interior arrangements not only met expectations but also effectively portrayed the brand's allure and distinctiveness.

While online communication might lack the immediacy of face-to-face interactions, technology and remote tools allowed us to adeptly oversee projects and collaborate. This situation underscored the importance of adapting to evolving circumstances and cultivating adaptable work models.

Through the dedicated endeavours of the team and efficient communication, we triumphantly concluded this project, successfully navigating the challenges posed by online collaboration. This accomplishment underscored our professional competence and adaptability, equipping us to provide top-notch design services in any scenario.

I greatly appreciate the opportunity that this award has presented. It signifies a validation of my skills. Furthermore, I've had the privilege to connect with numerous accomplished designers whose creations have deeply inspired me. This encounter has proven immensely valuable for shaping my career aspirations moving forward.

My fervor for design thrives on creative inspiration, kindred collaborators, and audacious concepts. These elements impel me to venture into uncharted territories, challenge limits, and actualise distinctive visions. This vibrant journey brings satisfaction and serves as a catalyst for my continuous growth and inventive spirit within my work.

I perceive that my background has endowed me with the capacity to approach thinking and design from diverse viewpoints. My upbringing in a Confucian cultural milieu initially grounded me in traditional Eastern values which shaped my initial design outlook. Nonetheless, my experiences of residing in various nations and cultures have resulted in the convergence of Western and Eastern influences, affording me fresh perspectives to approach challenges and thought processes. This interplay likely contributes to the distinctiveness of my design creations.

I am confident that AI will undoubtedly merge with design, transcending conventional confines of basic print and digital mediums. This fusion will seamlessly embed into people's lives, offering swifter and more intelligent interactions.

Have faith in your abilities, even if it appears commonplace. Yet, maintaining self-belief is paramount. Each individual possesses a unique perspective, and every design merits visibility. Should you have dedicated substantial time and energy into crafting something, possess the self-assuredness to present it with pride.

I reckon it involves a blend of delving into diverse books spanning various genres and industries, as well as exploring websites curated by independent designers.

Various cultures and cities have been a wellspring of inspiration for me. Growing up in the embrace of traditional Eastern culture and subsequently residing in Europe, Japan, and eventually finding my place in the United States, I've had the privilege of immersing myself in diverse cultural milieus and design aesthetics. These encounters have provided me with copious inspiration, enabling me to approach thinking and creativity from assorted angles and pathways when conceiving and crafting.

I think it revolves around perpetual experimentation and unwavering self-confidence. Regularly updating one's knowledge and honing skills is of paramount importance.

I want to express my gratitude once more for the chance granted by the London Design Awards. Undeniably, this is a validation of my professional standing. I am committed to persistently pushing forward, crafting even more captivating designs in the times to come.