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JaamZIN Creative
Exhibition
Nancy Gao
Multidisciplinary Designer and Typography Specialist
Welcome to my online exhibition, showcasing my work in identity design and font design specimens. This collection highlights my deep passion for typography, where I explore the intricate relationship between custom letterforms and brand expression. Each project reflects my approach to creating unique typographic solutions tailored to the essence of different brands, breathing life into both the type and the overall design system.
The exhibition features a diverse range of projects, each demonstrating my commitment to crafting meaningful, visually compelling identities. Included are:
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Ojai Music Festival Rebranding
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Natural History Museum of Los Angeles Rebranding
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Invisible Architecture Exhibition Visual Identity
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Kare’s Hotel Branding
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Athena Font Specimen
Through these works, you’ll see how typography serves as more than just a functional element—it’s a core driver of narrative and emotion. Whether it’s refining the subtle details of a custom typeface or creating a harmonious brand system, each piece embodies my dedication to pushing the boundaries of design. I hope this exhibition offers a glimpse into the creative process and the passion behind every project.
Website: Nancy Gao
CATALOGUE
INTERVIEW
Your work blends traditional mediums with innovative technologies like creative coding—how do you balance these contrasting approaches in your design process, especially when developing visual identities?
I don’t view traditional and digital media as competitors; instead, I see them as complementary tools within graphic design. Although one involves physical print and the other digital screens, the core principles such as layout, typography, and visual storytelling remain consistent across both.
When developing visual identities, my approach is guided primarily by the brand’s essence and what medium can best articulate that essence. For instance, in my project "Invisible Architecture," I utilized p5.js to create interactive typography inspired by organic forms and bamboo structures. Conversely, for "Kare’s Hotel," a tangible lookbook was designed to communicate the hotel's unique character, aesthetics, and services clearly and effectively to its customers.
Ultimately, my goal isn’t to consciously balance these contrasting methods but rather to naturally choose the medium that best supports the brand’s story. New technological tools simply enhance and broaden the creative possibilities, enriching rather than conflicting with traditional approaches.
Typography plays a central role in many of your projects. Can you walk us through how you approach custom type design when creating a brand identity from scratch?
Absolutely! A great example is my work for the Ojai Music Festival, which celebrates experimental classical music composed by contemporary artists. The typography for this project drew inspiration directly from the essence of sound itself—fluid, dynamic, and expressive. Each letterform was intentionally crafted to capture the fluidity of musical notes and the rhythmic energy of sound waves, creating a visual symphony reflective of the festival’s innovative spirit.
This custom typography required careful research, thoughtful experimentation, and continuous refinement to achieve the right balance between aesthetic appeal and readability. Ultimately, this approach allowed typography to transcend its traditional role and become a visual representation of music itself.
You’ve been recognized by major organizations like Graphis and Communication Arts. How have these accolades influenced your creative journey or opened up new opportunities in your career?
Receiving recognition from esteemed organizations such as Graphis and Communication Arts has primarily provided reassurance and confidence rather than directly altering my creative journey. In the design industry, self-doubt is common, and these awards serve as valuable affirmations, reminding me that my work resonates with others. This validation boosts my confidence and motivates me to stay true to my creative vision.
With a strong foundation in painting since childhood, how does your background in fine arts influence your use of color, composition, or form in digital design work today?
My early experience in painting has significantly shaped my intuitive understanding of color and composition. Selecting and harmonizing color palettes come naturally to me, allowing me to effortlessly translate a brand’s emotional tone into compelling visual schemes. Beyond aesthetics, my fine arts background has also cultivated a heightened sense of empathy, which deeply informs my strategic approach to branding and positioning.
Having studied at ArtCenter College of Design and explored media from spatial installations to web-based typography, what advice would you give to aspiring designers about staying multidisciplinary and pushing creative boundaries?
My advice is to remain grounded in your conceptual thinking rather than getting overwhelmed by constantly evolving technologies. Remember, technology is a tool meant to empower your creativity, not restrict or define it. Always focus first on your concept, then leverage these tools to amplify your ideas. Embrace experimentation boldly—stay curious, explore freely, and remember that pushing creative boundaries is integral to a meaningful and dynamic design practice.
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