Heidi Peng heidipengdesign.com
MY NAME IS
Heidi Peng I am an aspiring graphic designer with a deep love and fondness for typography. My journey began in 2015 when I first joined my high school newspaper staff, and I’ve been designing ever since. Design is my passion; I don’t know where I’d be without it. My work spans from logos to book covers to websites, but there’s so much out there that I haven’t done, so many things I haven’t experimented with. My primary expertise lies in InDesign and Illustrator, but I know I still have so much to learn about all their tools and shortcuts. The design community has meant the world to me over these past couple years, and I can’t wait to see what surprises await me. I hope you enjoy looking at the pieces I’ve compiled in this portfolio. Our journey awaits!
TABLE OF CONTENTS
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6 08 10 12 14
The Adventures of Eugene
The Future Gene-ius
-The adventures of-
EUGENE THE WORLD’S CUTEST UNAYSAURUS WRITTEN BY HEIDI PENG
Be Smart. Wear Sunscreen.
HPdesign Business Cards
Skolstrejk -Social Piece-
A Tigermed Company
A K ME IT TOO CONDS FEW SEAW IT, TO DR TOOK BUT IT YEARS ME 34 N AR AW TO LE TO DR HOW FEW IT IN A DS. N SECO
FROM CRITICALLY ACCLAIMED AUTHOR H. H. PENROSE OF
“THE MANGLED SHOES OF GEORGES SEURAT” COMES A NEW GRIPPING TALE ABOUT THE “GODDESS” OF DESIGN:
PAULA SCHER. THIS BIOGRAPHY CHRONICLES THE LIFE OF SCHER AND HER
LOUD AND PROUD CAMPAIGN
CRAZY WORLD.
WORDS HAVE MEANING. TYPE HAS . SPIRIT
LEARN SECRETS ABOUT CREATING IDENTITIES, THE POWER OF TYPOGRAPHY, AND THE WORLD OF BRANDING
IN THIS RECOUNTING OF HER LIFE.
THIS BOOK IS EVOCATIVE, BEAUTIFUL, AND IN YOUR FACE, AS ANY GOOD PAULA SCHER DESIGN WOULD BE; FURTHERMORE, YOU’LL
NEVER LOOK AT THE WORLD THE SAME WAY AGAIN, NOR WILL YOU EVER WANT TO. SO HOLD ON TIGHT AND GET READY FOR
TO HOLD A DEAD TREE IN MY HANDS.
THIS BOOK IS COMPLETELY
VOID OF ORPHANS AND WIDOWS.
THE VISUAL APPEAL ALONE IS INCREDIBLE. ~R. Durham, Professor at Rhode Island School of Design ISBN: 501-1-54039-795-6
Visit fahouse.com Follow us on
H. H. PENROSE WAS BORN IN INDIANA AND HAS WRITTEN
US $24 | CAN $28
TWO NEW YORK TIMES
BEST SELLERS.
IF YOU WOULD LIKE TO LEARN
MORE ABOUT HER WORK,
GO TO HPENROSE.COM.
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5 4 1 8 0 6 6 8 2 7
3
MA PSula by Pa
~Vince Lebus, author of “The Art of Design”
AND DO SOMETHING.
~Milton Zhang, TwelveNYC Art Director
MAKES YOU WANT TO GET UP
AND THERE’S NO DOUBT ABOUT IT. IT’S A COMING-OF-AGE STORY THAT
PENROSE PERFECTLY CAPTURES
SCHER’S SPIRIT IN A WAY THAT LEAVES YOU WANTING MORE UNTIL THE VERY LAST PAGE.
PAULA IS TRULY MORE THAN A FEELING,
LOOK NO FURTHER.
I'VE NEVER BEEN MORE EXCITED
y by graph a bio . Penrose H. H
R THEATE public
IF YOU WANT TO FEEL THE SOUL OF A DESIGNER,
THE JOURNEY OF “A SECOND AND 34 YEARS.”
P R O U D
Work?st It’s ju s seriou
THE MEANING OF DESIGN AND HOW IT CAN HELP YOU NAVIGATE THROUGH THIS
t you kes tha ve gh mista . you ha . it’s throu can GROWto get good actuallybad in order to get
LINE
CONSTANT STATE OF PLAY, PAULA: MORE THAN A FEELING WILL LEAVE YOU ASKING QUESTIONS ABOUT
e ners us en desig d. us is wh derstan dangero ople can’t un What’s t pe age tha a langu
INTO THE WORLD OF GRAPHIC DESIGN. IN A
design can be really ng anythi
16 18 20 22 24 Dream Big -Senior Issue-
Di:Verse Dance Crew
Paula: More Than a Feeling
Ambient April Posters
Tigermed-BDM Logo Design
#1 // The Adventures of Eugene Product: Process Book, Symbolform Project: Design as Identity Systems Course, Completion: SOAD-S250, December 2019 This was the process book I made for my Dinosaur Symbolform. It was structured as a children’s book, and it includes many pop-up and interactive elements. This is was the first book I ever had to hand bind; I used the pamphlet stitch technique because of it fit the tone of the book. This is one of the pieces I am most proud of because I put a lot of the time and effort into making it. To view the binding process video, go to tinyurl.com/Behind-the-Bind.
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#2 // The Future Gene-ius Product: Vertical Newsmagazine Spread Publication: 02.23 Issue: Fight Like a Girl Course, Completion: HiLite, February 2018 This is one page from my spread design for the Feature section of the February Issue. The spread was flipped vertically in order to allow for the infographic to become a part of the page layout. I used a gradient inspired by BTS, as one of their songs was titled “DNA.” During this time, I was the Feature Page editor; I was in charge of 2 spreads per monthly issue. This spread design ended up winning a couple awards during my junior and senior year: • •
National Student Press Association: Design of the Year Finalist, 2018 Indiana High School Press Association: 1st place in Page Design, 2018
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#3 // Be Smart. Wear Sunscreen. Product: Sun Safety Poster Purpose: Sun Safety Poster Competition Organization, Completion: Indiana Academy of Dermatology, SUNucate, May 2019
This was my poster design for the Indiana Academy of Dermatology Sun Safety Poster competition. It was held for K-12 grades in Indiana, and we competed with other submissions from our grade. This was the first time I competed in a design competition outside of newsmagazine design, and after this, I really started to experiment more with “free” designing. I won first place in my category, earning a grand prize of $1,000 to go toward a student club of my choice— the HiLite publication—as well as $100 for personal use. This poster was distributed throughout schools and featured on the IAD website.
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Sunscreen. Be smart. wear
CHOOSE SUNSCREEN WITH... BROAD SPECTRUM: Protects against both ultraviolet A (UVA) and ultraviolet B (UVB) rays
A guide to sun safety
SUN PROTECTION MYTHS
1. You don’t need sunscreen on a cloudy day
FALSE. The sun can still cause damage to your eyes and skin even when there are clouds covering it
Broad Spectrum
SPF 30+ 40MINUTES
2. You don’t need sunscreen during the winter
FALSE. Snow can actually reflect the sun’s UV rays, which increases the risk for sunburns or even skin cancer
Water Resistant
3. Only UVB radiation causes skin damage FALSE. Both UVA and UVB rays can damage skin
STAY SAFE UN DER THE S
USE AN UMBRELLA
SPF 30 and higher: The sun protection factor (SPF) measures how well/long sunscreen will protect you. The higher the number, the better the protection
WATER RESISTANT: Sunscreen with water resistance can last from 40 to 80 minutes. Sunscreens should be reapplied after swimming, sweating or drying off
UN
ONE OUNCE: The amount of sunscreen needed to cover all exposed areas of the body
Provides shade and protection against direct sunlight
WEAR A WIDEBRIMMED HAT
Protects your face and skin from direct sunlight
PUT ON SUNSCREEN
Protects skin from harsh UV rays
STAY HYDRATED Prevents heat exhaustion and overheating
Sources: www.doe.in.gov/student-services/health/sunscreen-schools, www.healthdirect.gov.au/hot-weather-risks-and-staying-cool
WEAR SUNGLASSES
Protects eyes from harsh sunlight
#4 // HPdesign Business Cards Product: Metal, Plastic Engraved Cards Purpose: Business cards for freelance Organization, Completion: HPdesign, January 2020 This is the business card design for my freelance company: HPdesign. I started with two different designs; however, since I mainly focus on typographic design, I settled on this version as the final one. Moreover, I initially started engraving on metal, but due to engraving difficulties, I moved to black acrylic. They also incorporate rounded corners. I was inspired to use acrylic after meeting Katie Conovitz, CEO of twelveNYC. These business cards may seem simple, but they jumpstarted my freelance work and motivated me to complete my website and file for an S-corp.
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#5 // Skolstrejk Product: Climate Change Piece Project: Design as Visual Language Course, Completion: SOAD-S250, October 2019 This was my piece for our DVL project. The object I chose was a handheld fan I bought for dance. Initially, I thought of very surface level terms like cool or wind, but eventually I settled on “Skolstrejk” because of the climate change message. I was inspired by Greta, and I thought it would be a nice salute to the movement. Because the word was more obscure, the message was not as clear cut as I would’ve liked, which forced me to really consider the overal design. This aspect of the project helped me learn how to better defend my work to others and value my design. This piece was also accepted by the Canvas Creative Arts Magazine for the 2020 Spring semester.
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#6 // Dream Big Product: Senior Issue Cover, Template Publication: 5.23 Senior Issue Course, Completion: HiLite, May 2019 This was the cover design and template I created for the senior issue of the HiLite magazine. The entire template was designed by me along with the help of my fellow managing editors. The theme was Dream B19, as we were the class of 2019. Along with designing the cover, I also worked on designing a spread and producing content for the publication. This special edition issue was produced solely by the seniors. Moreover, it had the highest readership of any publication we produced. We designed this issue along with the May issue of the regular HiLite publication. This is one of the covers I am most proud of.
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#7
Offic Fanc for
// Di:Verse Dance Crew Product: Fanclub Poster Purpose: Fun, Creativity Organization, Completion: Di:Verse, September 2019 These are several poster designs I made for some of the dancers on the team. In addition to creating fanclubs posters, I also created a couple campaign posters for the upcoming officers. To further my fanclub pursuits, I also created laser engraved badges. These posters were inspired by Shepard Fairey’s “Hope” poster for Barack Obama. I also focused heavily on color and type interaction. This series will eventually expand to include every member of our dance team. I completed these at the start of the semester when I was getting back into designing.
E S R We :VE DI are
Sign up to be a part of the official fanclub (a.k.a. The Tajinis) tomorrow at practice and receive limited edition merchanise!!
cial club r Alex of the... Di:Ve Boys team
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#8 // PAULA: More Than a Feeling Product: Book Jacket Project: Design as History
TA XI!
gh t yo u h ro u it ’s t k e s t h a O W. a R m is t ll c a n G a actu
DS WOR HAVE MEAN ING. TYPE HAS SPIRIT
n desig lly a can re y be an g in th
E MOR A THANING FEEL
by raphy a biog . Penrose H.H
P R O U D
? Work st It ’s ju s seriou. PLAY
S M A P la u by Pa
hen s is w gerou nguage d. s dan la n What’ ers use a understa n ’t desig eople can that p
Franny + Alexander Publishing House
A K ME IT TOO ECONDS S FEW AW IT, TO DR TOOK BUT IT YEARS ME 34 RN A TO LE O DRAW T HOW FEW IT IN A DS. N SECO
“If you want to feel the soul of a designer in a book, look no further. Penrose perfectly captures Scher’s spirit in a way that leaves you wanting more until the very last page.” Milton Zhang, Senior Art Director at TwelveNYC
LINE
IC THE PUBL
This was my book jacket design for the Paula Scher’s “biography.” This piece is based heavily off her work with Pentagram and the PublicFrom critically acclaimed author H.H. Penrose of The Mangled Shoes of Georges comes a new gripping tale about the “goddess” of design: Paula Scher. This Theater. It embodies her iconicSeurat biography chronicles the life of Scher and her loud and proud campaign into the of graphic design. In a constant state of play, Paula: More than a Feeling will type-heavy design. I started world leave you asking questions about the meaning of design and how it can help you navigate through this crazy world. Learn secrets about creating identities, the powof typography, and the world of branding in this recounting of her life. This book out only choosing the quotes I eris evocative, beautiful, and in your face, as any good Paula Scher design would be; you’ll never look at the world in the same way again, nor will you ever wanted to use and the general furthermore, want to. So hold on tight and get ready for the journey of “a second and 34 years.” placement of the text; once me moved to the computers, I “Paula is truly more than a feeling, and there’s no doubt about it. It’s a coming-of-age story that began playing with typefaces makes you want to get up and do something.” Vince Lebus, author of The Art of Design and color. We also created a powerpoint presentation based on our designer’s work, which gave me even more inspiration “I’ve never been more excited to hold a dead tree in my hands. This book is comvoid of orphans and widows; the as to what typefaces and quotes pletely visual appeal alone is incredible.” to use. Paula is by far my favorite Rosemary Durham, Professor at the RISD designer at the moment.
ca helveti is the font of the m Vietna war.
Course, Completion: SOAD-S250, November 2019
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#9 // Ambient April Series Product: Ambient April Posters Project: Project 3: Hierarchy Course, Completion: SOAD-S351, March 2020 These are three of the four posters I created for the Ambient April prompt. The first one had the most restrictions: one typeface, two fonts, one size, and no color. The second poster had similar restriction, except you could use varying sizes and weights of the text. And the last one is my free study poster. I also created an animation for the free study poster that included moving text and music. The free study was by far the easiest compostion because I was able to use typefaces I enjoyed and stretch my creativity. The initial two were more difficult because I had to figure out how to create a dynamic design while still adhering to the guidelines.
iu art museum sculpture terrace
For more information, please call (812) 855-5445.
All shows are free and begin at 9:00 p.m.
Ambient April April 3 Wendy Carlos April 10 Brian Eno April 17 Kaitlyn Aurelia Smith April 24 Suzanne Ciani
Refreshments will be available for purchase.
In the event of rain, the concert will be moved indoors.
www.artmuseum.iu.edu
Indiana University Art Museum
WFIU 103.7 fm
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IU
10
April Brian Eno
17
24
April Kaitlyn Aurelia Smith All shows are free and begin at 9:00 p.m.
April Suzanne Ciani Refreshments will be available for purchase.
In the event of rain, For more inforthe concert will be mation, please call moved indoors. (812) 855-5445.
April
www.artmuseum.iu.edu Indiana University Art Museum WFIU 103.7 fm
10
April Brian Eno
17
24
IU Art Museum Sculpture Terrace
3
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April Wendy Carlos Ambient April Wendy Carlos
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April April Kaitlyn Aurelia Smith Suzanne Ciani All shows are free and begin at 9:00 p.m.
AMBIENT APRIL Indiana Univers
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Refre available fo r purchase. shments will be
useum.iu.edu www.artm For mor e
information, p
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lease call (812
103.7 fm WFIU ) 855-5445.
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#10 // Tigermed-BDM Logo Product: Logo for Tigermed-BDM Purpose: Company Rebranding Organization, Completion: Tigermed-BDM, March 2020 These are the logos I created for Tigermed-BDM, which is an international consulting company for drug companies like Lilly. This was my first time being hired to make a logo completely from scratch for a large corporation. There are two different corporate designs that will be used interchangeably. These logos use the typefaces Montserrat and Comfortaa, as they did not require us to purchase licensing rights. The process only took a few months to complete; however, I learned valuable lessons on how to price my work as well as how to communicate with a company and stay on deadline.
Heidi Peng | @designbyheidipeng | heidipeng01@gmail.com