In the realm of design, Aiqi Zhang is a visionary who challenges the boundaries of creativity. Her approach to design is not merely about aesthetics; it's a journey of exploration and transformation. Zhang's work is a testament to the power of questioning conventions and embracing the unexpected. With a background in brand identity and visual storytelling, she has honed her craft by pushing the limits of what design can be.
One of Zhang's key principles is the belief that ideas can transcend mediums. She starts with a simple yet powerful question: 'What if this idea lived somewhere else?' This curiosity drives her to experiment with different formats, be it a typeface becoming a blanket, a logo inspired by fish tanks, or a film with handcrafted typography. Her process is a delicate dance between observation and imagination, where she collects small details and envisions their potential in larger, more impactful designs.
What sets Zhang apart is her refusal to treat format as neutral. She seeks inspiration in the moments where the medium becomes an integral part of the idea. A storefront installation can alter the way people perceive a product, a printed piece can add depth through texture, and a digital experience can engage users through interaction. This perspective transforms design into a multi-dimensional art form, where the container becomes a canvas for storytelling.
Zhang's approach to strategy is equally intriguing. She emphasizes the importance of understanding the core of a project, including its message, target audience, context, and emotional impact. This foundational knowledge guides her research phase, which involves delving into visual references, type history, cultural context, materials, and, most importantly, engaging in conversations. She believes that talking to clients, collaborators, and people connected to the subject or its community provides insights that cannot be found through mere online research.
One of Zhang's notable projects is Apple's holiday film, 'Fuzzy Feelings'. She and her team developed custom typefaces that embodied the film's handmade felt world, showcasing how design can shape the emotional language and narrative of an advertisement. Another standout project is the identity for Firstborn, a Chinese American restaurant in LA's Chinatown. The logo, inspired by the fish tanks at the restaurant's entrance, became the cornerstone of the brand, reflecting cultural warmth and specificity.
Zhang's own typeface, Credence, is a masterpiece of contemporary design. It draws from classical letterforms while pushing them into new territories. The specimen's fleurons and composition were extended into a woven blanket, demonstrating how the typeface's essence can be expressed through texture, material, and scale. This project exemplifies Zhang's ability to merge form and function, creating a tangible representation of the typeface's character.
Currently, Zhang is leading the creative direction for MA·LA, Mother's Asian Employee Resource Group. She is crafting a visual language that is both personal and connected to a larger community. Her goal is to encourage people to look beyond the surface of her work, delving into the story, place, material, cultural references, and the memories that shape each project. She believes that design, like land art, can continue to evolve and shift, influenced by its surroundings and the interpretations of those who encounter it.
In essence, Aiqi Zhang is a designer who challenges conventions, embraces curiosity, and transforms ideas into multi-dimensional experiences. Her work is a testament to the power of questioning, the beauty of experimentation, and the endless possibilities of design. From typefaces that become blankets to logos inspired by fish tanks, Zhang's creations are a reminder that design is not just about aesthetics; it's about storytelling, emotional impact, and the power to shape perceptions.
