We recently connected with Peiyao(Heather) Tang and have shared our conversation below.

Peiyao(Heather), looking forward to hearing all of your stories today. What’s been the most meaningful project you’ve worked on?

Two projects that left a significant impression on me are particularly meaningful. The first is the “TO BE HUMAN” campaign designed for the sustainable brand JUNOCO, and the second is a rebranding project for an independent bookstore in my hometown.

Firstly, the “TO BE HUMAN” campaign aimed to normalize the diverse textures of our skin by showcasing different skin textures, including wrinkles, freckles, scars, and redness. In the face of the overwhelming pursuit of “perfect skin” and “flawless” appearances on social media, I wanted this campaign to encourage people to embrace their unique and real skin. This project was about celebrating everyone’s unique individuality.

In terms of design, I invited ordinary people from various age groups and professions to be the models, making them the visual center of the posters. This approach conveyed the design concept of embracing real skin. Additionally, several key opinion leaders (KOLs) were invited to promote the campaign on social media. On the day of the event, nearly three hundred people participated, taking photos in front of the posters and engaging in discussions, which also sparked intense discussions on social media.

The second project that deeply impressed me was the rebranding of an independent bookstore in my hometown called “PASCAL BOOKSTORE.” The design inspiration came from the idea that “man is a thinking reed,” aiming to provide a spiritual haven for the surrounding community. As one of the few independent bookstores, it persevered through the most challenging times of the pandemic, continuously hosting book clubs and sharing sessions. Through my design, I hoped to help it continue its mission, using the power of design to protect this “spiritual greenery” in the urban jungle.

In my opinion, excellent design should not be lofty and inaccessible, but rather should originate from life, providing people with inspiration and motivation. This is also why I love the JUNOCO “TO BE HUMAN” project, because it conveys a positive idea to people: “Embrace imperfect skin and celebrate your own marks.” The PASCAL BOOKSTORE project also greatly supports the independent bookstore in my hometown community. I hope my designs truly come from life, serve life, and provide inspiration in our daily lives.

Peiyao(Heather), before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I’m from Chengdu, Sichuan, currently living in San Francisco. I work at the world-renowned graphic design studio MUCHO, and I also work as a freelance designer. My services include graphic design, animation design, UI design, 3D animation, as well as design strategy and exhibition design. With my background in Eastern design, I approach design with a more diverse perspective. By blending Eastern aesthetics with Western design principles, I have developed my own unique visual design style.

During my years as a professional graphic designer, I have been honored with the American IDA Design Award, the French Design Award, and the Indigo Design Award, among others. Additionally, my exhibitions that combine graphic design with new media art have been showcased at Art Shopping at the Louvre in France, the Jacobsen Art Community in Vancouver, and the AsiaWorld-Expo in Hong Kong. These recognitions are a testament to my professional abilities, and I feel deeply honored. I will continue to explore and push boundaries in my work.

I see design as a process similar to selecting a gift—every detail from fonts and colors to the final outcome is meticulously tailored for different people and specific contexts. I thoroughly enjoy this process and aim for genuine resonance with clients. Understanding their industries enables me to provide unique visual solutions, integrating dynamic visual languages to enhance atmospheric experiences. This is what I excel in and what I’m most proud of.

What’s the most rewarding aspect of being a creative in your experience?

For me, as an artist or creative person, the most rewarding aspect is being able to express a unique perspective and emotions through my creations, while also inspiring and emotionally resonating with the audience or clients. At the same time, I believe that design represents a sense of social responsibility. If I can express my thoughts on social issues through design and provide people with inspiration and motivation, that is also a form of achievement.
Creating is not just a form of expression but also a bridge to connect and influence others, and this ability makes me feel incredibly fulfilled and enriched.

How can we best help foster a strong, supportive environment for artists and creatives?

This is a great question, and I believe there are several key aspects to consider:

Firstly, recognition and appreciation: Society should recognize the importance of creativity and artistic expression in enriching culture. This includes celebrating the contributions of artists and raising awareness of their impact on society.

Secondly, accessible spaces and resources: Establishing and maintaining affordable and easily accessible spaces for artists to work, exhibit, and collaborate is crucial. Accessibility to resources such as studios, equipment, and mentorship programs can greatly foster the development of creative projects.

Thirdly, promotion and exposure: Providing platforms for artists to showcase their work, whether through exhibitions, performances, or digital platforms, helps increase their visibility and reach broader audiences. This exposure is crucial for their growth and sustainability.

Contact Info:

• Website: https://www.heathertangdesign.com/
• Linkedin: https://linkedin.com/in/heathertangdesign