Heather (Peiyao) tang /// Experiments Portfolio /// Selected works 2018-2021 by HeatherTang

Experimentation is the exploration of things and of oneself; it implies a desire and the pursuit of new things. It also indicates a person who is willing to offer more possibilities to problems, and who is constantly improving her self-knowledge. — Heather (Peiyao) Tang

TIME

2018—2021

OBJECTIVE

The Selected Works of Heather (Peiyao) Tang, BFA /// E X P E R I M E N T S

SCHOOL

Academy of Art University, School of Graphic Design

EXPERIMENTS

What we are thinking about when we work as designers. Each project is an experiment that includes explorations of the relationship between graphics and the possibilities of color and space, and type. Good work should be clear and straightforward, and good designers learn to use it to provide the best solution to a problem. They are as clear as crystal. This book encompasses my four years of growth and constant exploration and experimentation with design and self.

C O P Y R I G H T © 2 0 2 1 H E AT H E R ( P E I YAO ) TA N G All rights reserved. No part of this publication may be reproduced in any manner whatsoever without permission and transmitted, distributed, in any form or by any means, including photocopying, recording and other electronic or mechanical means.

Dedicated to This book is dedicated to my parents. Living in a harmonious and happy family has provided the most vital support for me to have the courage to explore the world.

Table of Contents

P OE TRY OF INDU LG E N C E

0 09

MO LI NAR I’S ITAL IAN DE L I

044

PI LL

0 66

F RO M THE A S HE S

082

S I C H UA N A IRLIN E S

104

F LOWER WINERY

132

PE T ’S ME UP

148

P SYC HEDELIC U N IV E R S E

166

FAR M ERS’ MAR K E T

180

H E AT H E R ( P E I YA O ) TA N G , B FA

“My films are never about what Hong Kong is like, or anything approaching a realistic portrait, but [it is] what I think and feel about Hong Kong and what I want it to be.” Wong Kar Wai, Film Director

: EXPERIMENTS

Poetry of Indulgence /// Film Festival

C AT E G O R I E S

Editorial Design /// Branding Design UI/UX Design /// Package Design

COURSE

Visual System 2021 Spring

I N S T R U C TO R

Hunter Wimmer

OBJECTIVE

This complex, carefully designed set promotes a hypothetical film festival for a selected film director. The goal was to create a visual language system explicitly designed for Wong Kar Wai that fully expresses the style, aesthetic discipline, and creativity of the director’s films.

CONCEPT

After watching all of Wong Kar Wai’s films and research, I identified a theme to explore: The infinite loneliness under neon lights and the endless indulgence in which we keep asking our past selves to find an answer but never get a response. I created flat elements like scratching the lotto in a highly saturated, blurred light and shadow, constantly thirsting for an answer.

P R O J E C T 0 1 /// P O E T R Y O F I N D U L G E N C E

P RO J E C T

PHOTO COLLECTION

WONG KAR WAI’S MOVIE

H E AT H E R ( P E I YAO ) TA N G, B FA : EXPERIMENTS

P R O J E C T 0 1 /// P O E T R Y O F I N D U L G E N C E

H E AT H E R ( P E I YAO ) TA N G, B FA : EXPERIMENTS

P R O J E C T 0 1 /// P O E T R Y O F I N D U L G E N C E

18 19

H E AT H E R ( P E I YAO ) TA N G, B FA : EXPERIMENTS

P R O J E C T 0 1 /// P O E T R Y O F I N D U L G E N C E

H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 1 /// P O E T R Y O F I N D U L G E N C E

H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 1 /// P O E T R Y O F I N D U L G E N C E

H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 1 /// P O E T R Y O F I N D U L G E N C E

H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 1 /// P O E T R Y O F I N D U L G E N C E

H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 1 /// P O E T R Y O F I N D U L G E N C E

H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 1 /// P O E T R Y O F I N D U L G E N C E

H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 1 /// P O E T R Y O F I N D U L G E N C E

H E AT H E R ( P E I YA O ) TA N G , B FA

H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 1 /// P O E T R Y O F I N D U L G E N C E

42 43

H E AT H E R ( P E I YA O ) TA N G , B FA

“Italian food is seasonal. It is simple. It is nutritionally sound. It is flavorful. It is colorful. It’s all the things that make for a good eating experience, and it’s good for you.” Lidia Bastianich, Italian-American Celebrity Chef

: EXPERIMENTS P R OJ EC T ( 0 2 / 0 9 )

P RO J E C T

Molinari’s Italian Deli ///

C AT E G O R I E S

Package Design /// Branding Design

COURSE

Package Design 2020 Fall

I N S T R U C TO R

Thomas McNulty

OBJECTIVE

The goal of this project was to rebrand a century-old Italian deli in San Francisco. With the most authentic Italian flavors, Molinari’s deli has seen the city of San Francisco change.

CONCEPT

The logo was redesigned and rebranded from the original logo. The designer made the red and blue pattern on the basis of low cost, easy to reproduce, and recognizable. The intention is to preserve the original tradition of Molinari’s deli while giving it a new contemporary meaning.

H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 2 /// M O L I N A R I ’ S I TA L I A N D E L I

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H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 2 /// M O L I N A R I ’ S I TA L I A N D E L I

H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 2 /// M O L I N A R I ’ S I TA L I A N D E L I

H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 2 /// M O L I N A R I ’ S I TA L I A N D E L I

H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 2 /// M O L I N A R I ’ S I TA L I A N D E L I

H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 2 /// M O L I N A R I ’ S I TA L I A N D E L I

H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 2 /// M O L I N A R I ’ S I TA L I A N D E L I

H E AT H E R ( P E I YAO ) TA N G, B FA

“If you [feel like] you need to constantly post on social media documenting your every move, chances are you’re either addicted to social networking or there is a void somewhere in your personal life.” Germany Kent, Journalist

: EXPERIMENTS P R OJ EC T ( 0 3 / 0 9 )

P RO J E C T

Pill /// Social Media Addiction

C AT E G O R I E S

Branding /// UI/UX Design

COURSE

Visual System 2020 Fall

I N S T R U C TO R

Troy Alders

OBJECTIVE

The theme of this project tastes like the social problems caused by social media addiction.

CONCEPT

After research, I created a unique pill design for each of the hottest social media apps of the moment through the medium of pills. The intention is to show the serious problems caused by social addiction in the current era, hoping that people will become aware and come out of the world of the cell phones.

H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 3 /// P I L L

H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R OJ E C T 0 3 /// P I L L

H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 3 /// P I L L

H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 3 /// P I L L

H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 3 /// P I L L E

H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 3 /// P I L L

H E AT H E R ( P E I YA O ) TA N G , B FA

“Whenever an earthquake or tsunami takes thousands of innocent lives, a shocked world talks of little else.” Anne M. Mulcahy

: EXPERIMENTS P R OJ EC T ( 0 4 / 0 9 )

P RO J E C T

From the Ashes /// Earthquake Records

C AT E G O R I E S

Editorial Design /// UI/UX Design

COURSE

Typography 2020 Fall

I N S T R U C TO R

Ariel Grey

OBJECTIVE

This book was produced to commemorate the earthquake that occurred in Sendai, Japan. This earthquake and the tsunami that followed destroyed almost the entire city. The book documents the earthquake and the tsunami caused by the earthquake, and also describes the reconstruction work that people did to the city after the earthquake.

CONCEPT

The book is divided into three chapters, darkness, nightfall and dawn, which use a lot of cuts and dividing lines to show the brokenness of the city and buildings after the earthquake. The book also introduces the destruction of the city, the origin of the earthquake, and the rebuilding of the city. The book is full of text, pictures and infographics to introduce all aspects of earthquakes. The purpose of the book is not only to document but also to tell people that no matter what kind of disaster, there is a hope for life that will not be destroyed.

H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 4 /// F R O M T H E A S H E S

H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 4 /// F R O M T H E A S H E S

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H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 4 /// F R O M T H E A S H E S

H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 4 /// F R O M T H E A S H E S

H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 4 /// F R O M T H E A S H E S

H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 4 /// F R O M T H E A S H E S

H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 4 /// F R O M T H E A S H E S

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H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 4 /// F R O M T H E A S H E S

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Sichuan Airline, Our Spirit

H E AT H E R ( P E I YA O ) TA N G , B FA

“ No fear of any difficult work, Establish the courage to be the first in the world.”

: EXPERIMENTS P R OJ EC T ( 0 5 / 0 9 )

P RO J E C T

Sichuan Airlines /// Rebranding

C AT E G O R I E S

Branding Design /// Package Design UI/UX Design /// Editorial Design

COURSE

Strategies of branding 2021 Spring

I N S T R U C TO R

Thomas McNulty

OBJECTIVE

The brand upgrade for Sichuan Airlines from China included a complete brand identity guideline and a series of deliverables. Which inspired by Sichuan Airlines’ own service spirit (Love and Trust)and the traditional Chinese culture of the sea swallow(Protective).

CONCEPT

In the preferred logo, the designer kept the circles concept as the earth, the sea swallow, and the wave in the previous logo. This is combined with the traditional Chinese character Chuan written in the Chinese culture. The new logo combines with the rising sea swallow and the unfolding wings. The circle represents integration in traditional Chinese culture and also represents the spirit of Sichuan Airlines. Which is refreshing while retaining the cultural spirit of Sichuan Airlines and is also more dynamic and modern.

H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 5 /// S I C H U A N A I R L I N E S

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P R O J E C T 0 5 /// S I C H U A N A I R L I N E S

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P R O J E C T 0 5 /// S I C H U A N A I R L I N E S

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P R O J E C T 0 5 /// S I C H U A N A I R L I N E S

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P R O J E C T 0 5 /// S I C H U A N A I R L I N E S

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P R O J E C T 0 5 /// S I C H U A N A I R L I N E S

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P R O J E C T 0 5 /// S I C H U A N A I R L I N E S

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P R O J E C T 0 5 /// S I C H U A N A I R L I N E S

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P R O J E C T 0 5 /// S I C H U A N A I R L I N E S

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H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 5 /// S I C H U A N A I R L I N E S

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“Accept what life offers you and try to drink from every cup. All wines should be tasted; [and] some should only be sipped, but with others, drink the whole bottle.” Paulo Coelho, Brida

: EXPERIMENTS P R OJ EC T ( 0 6 / 0 9 )

P RO J E C T

Flower Winery ///

C AT E G O R I E S

Package Design ///

COURSE

Package Design 2020 Fall

I N S T R U C TO R

Thomas McNulty

OBJECTIVE

This work was for a packaging redesign at a winery called flower in Sonoma County. I researched the winery environment, colors, and customer base. On this basis the initial idea of packaging design was started.

CONCEPT

I chose cream color as the main color, with the concept of respecting nature in flower winery, and created a wood cut style illustration as the background of the package. I also created a wood cut style illustration as the background of the packaging, which completes the brand packaging and reflects flower winery’s respect and love for the land of Sonoma County.

H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 6 /// F L O W E R W I N E R Y

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P R O J E C T 0 6 /// F L O W E R W I N E R Y

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H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 6 /// F L O W E R W I N E R Y

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H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 6 /// F L O W E R W I N E R Y

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H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 6 /// F L O W E R W I N E R Y

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Orhan Pamuk, Author

H E AT H E R ( P E I YA O ) TA N G , B FA

“Dogs do speak, but only to those who know how to listen.”

: EXPERIMENTS P R OJ EC T ( 07 / 0 9 )

P RO J E C T

Pet’s Up /// Dog Socialization App

C AT E G O R I E S

UI/UX Design /// User Research

COURSE

Graphic Design 2020 Fall

I N S T R U C TO R

Phil Hamlett

OBJECTIVE

People are unable to quickly know about interesting dog parks near their communities, resulting in a failure to meet the basic socialization needs of dogs.

CONCEPT

This App is dedicated to the socialization of pets. The overall design is focused on socializing pets and sharing social locations. Users can use the pet’s up the app to share exciting places to walk their dogs, follow them and share their lives.

H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 7 /// P E T ’ S M E U P

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P R O J E C T 0 7 /// P E T ’ S M E U P

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P R O J E C T 0 7 /// P E T ’ S M E U P

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P R O J E C T 0 7 /// P E T ’ S M E U P

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H E AT H E R ( P E I YA O ) TA N G , B FA

“The spirit of house music, and electronic music, in the beginning was to break the rules, to do things in many different ways.” Thomas Bangalter, French Musician

: EXPERIMENTS P R OJ EC T ( 0 8 / 0 9 )

P RO J E C T

Psychedelic Universe /// Music Festival

C AT E G O R I E S

Package Design /// Branding Design

COURSE

Visual System 2020 Fall

I N S T R U C TO R

Troy Alders

OBJECTIVE

This is a unique festival branding project created for a specific singer, slushii. In addition to promoting the festival and the artist herself, I also created a unique visual language and style for slushii.

CONCEPT

After my research, I decided on a theme of “Psychedelic Universe,” and I used elements related to the universe and contrasting colors to create an impactful visual effect. A psychedelic universe that obey our own desires.

H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 8 /// P S Y C H E D E L I C U N I V E R S E

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H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 8 /// P S Y C H E D E L I C U N I V E R S E

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H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 8 /// P S Y C H E D E L I C U N I V E R S E

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“For me, summer hasn’t really started until tomatoes reappear in local farmer’s markets” José Ramón Andrés Puerta, Spanish-American chef

: EXPERIMENTS P R OJ EC T ( 0 9 / 0 9 )

P RO J E C T

Fresh Market /// Farmers’ Market Around Me

C AT E G O R I E S

UI/UX Design /// User Research Branding

COURSE

User Experience 2021 Spring

I N S T R U C TO R

Michael Lee

OBJECTIVE

People are inconvenienced by not knowing when farmers’ markets are open and need a systematic list of basic information about farmers’ markets and their main products.

CONCEPT

Build an app that integrates more systematically by and categorizing information about farmers’ markets in the community. To reach a point where people can more effectively understand and engage with farmers’ markets in their communities and connect with the local character.

H E AT H E R ( P E I YA O ) TA N G , B FA : EXPERIMENTS

P R O J E C T 0 9 /// FA R M E R S ’ M A R K E T

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P R O J E C T 0 9 /// FA R M E R S ’ M A R K E T

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P R O J E C T 0 9 /// FA R M E R S ’ M A R K E T

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P R O J E C T 0 9 /// FA R M E R S ’ M A R K E T

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P R O J E C T 0 9 /// FA R M E R S ’ M A R K E T

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THANK YOU TO M Y FA M I LY: My mom, dad, grandmother. Thank you for all your support. Your support gives me the courage to try new things. TO M Y I N S T R U C TO R S : Thanks to Mary Scott, Hunter Wimmer, Thomas McNulty, Phil Hamlett, Tory Alders, Michael Lee, Ariel Grey, David Hake. Thank you for your patience and inspiration, which makes me become a better and professional designer through continuous experimentation and exploration.

TO M Y F R I E N D : Thanks to Yurongjiahe, thank you for always being by my side. TO M Y D O G : Thanks to Hemi, thank you for staying up late every night you are by my side to keep me company.

COLOPHON C O N TA C T Heather (Peiyao) Tang +1 628 219 2080 Heathertang622@gmail.com heathertang.design SCHOOL Academy of Art University School of Graphic Design MAJOR Graphic Design and Digital Media Bachelor of Fine Arts I N S T R U C TO R Mary Scott BOOK TITLE Experiments TYPOGRAPHY Adobe Garamond Pro Graphik PRINT+BINDING Blurb.com PA P E R Mohawk Superfine Eggshell 100# Text

H E AT H E R TA N G, B FA : EXPERIMENTS

P ROJ ECT 0 1 /// P O E T RY O F I N D U LG E N C E