Embracing uniqueness, forging interesting visual narratives.
Embracing uniqueness, forging interesting visual narratives.
Featured Projects8
ANTICLOCKWISE™
Upcoming Fashion Label
Embrace rebellion.
Art Direction/Branding/Publication/Typography
ANTICLOCKWISE is more than just a fashion label; it's a haven for those who boldly reject the ordinary. We celebrate nonconformity and embrace the beauty of individuality. Our collections are a testament to this philosophy, featuring daring cuts, bold patterns, and unexpected silhouettes that empower individuals to express their rebel attitudes through fashion. We invite you to step into the mesmerizing world of ANTICW, where time itself ticks anticlockwise, and the boundaries of fashion know no limits. Join us in embracing the rebellion, ordinary is simply not an option.
In a world saturated with trends, ANTICLOCKWISE stands as a beacon of self-expression and creativity. Our fashion label is a sanctuary for those who dare to defy conventions, inviting you to explore a realm where the rules of style are meant to be broken. Our collections are a canvas for personal expression, with each piece meticulously crafted to encourage individuality. We believe that fashion should be an extension of one's inner rebel, and our designs reflect this belief with daring cuts, bold patterns, and unexpected silhouettes. Welcome to ANTICLOCKWISE, where the clock ticks anticlockwise, and fashion transcends boundaries. Join us in embracing the rebellion, and together, let's redefine the very essence of style.
ART DIRECTOR: Jiayu Cheng
DESIGNER: Jiayu Cheng
YEAR: 2023
CLIENT: ANTICLOCKWISE
SportsPix
The Next Level Sports Photography
Branding/Visual Identity/Website/Collaterals/Typography
Introducing the SportsPix Rebrand: Unveil a vibrant brand reflecting 40 years of SchoolPix legacy. Spotlight sports photography mastery since 2012, emphasizing tailored coverage. Explore an energetic logo, diverse visuals, and dynamic colors. Cultivate a brand voice echoing trust, reliability, and sports passion.
Active Spectrum transforms the identity, uniting digital and print. Stripes in bold secondary hues - Active Teal, Passion Green, Energetic Purple, Daring Pink, Sunshine Yellow, Enthusiastic Orange - and primary Momentum Blue evoke motion and authenticity. Abstract icons invigorate EDMs, banners, anchored by the 45-degree logotype cut.
Visit SportsPix Website
Yi Long 壹笼, Shanghai
Dim Sum Society.
Collaterals/Menu/Typography/Image-making
Feeding the inescapable demand for premium casual dining and global cuisine in China, Yi Long 壹笼 brings a new twist to the ever-popular Dim Sum dining experience to the city of Shanghai, China. The client, well versed in hospitality in Sydney Australia and China, visioned a new dining experience that would rival the famous yum cha dining establishments of Hong Kong yet make it accessible to the growing middle class.
With his family’s history in Yum Cha with his father a long time pupil of a famous master dim sum chef from the province of Guangdong, the concept sought to modernise the traditional with an experience to appeal to a new audience, old and young alike.
Filled with nostalgia and defining moments in Hong Kong’s pop culture and travel, the story begins with the “Grand Destination”, reminiscing the art of travel and the destination as a journey unto itself. The British colonial outpost set in the tropical beach-side scenery of Hong Kong served as a breezy backdrop for the art-deco inspired venue; a leisurely summer afternoon, with the cool sea breeze across your face, providing relief from the humidity and tropical sun.
Location: Level 5, 20 Dong Hu Road, Xu Hui District, Shanghai, China.
Designde for Brandworks Studio (AU)
ART DIRECTION/INTERIOR DESIGN: Brandworks (AU)
GRAPHIC DESIGNER: Jiayu Cheng
New Noah’s Ark
Award-winning collage animation film
Animation/Motion Design/Sound Design/Poster
Experts predict that global warming will lead to an unavoidable rise in the sea level of one metre within the next 100 to 200 years due to man's greedy exploitation of resources and reckless destruction of the natural environment. In the midst of the climate crisis global warming will also come at a price for mankind's greed.
In this animated collage film, New Noah's Ark (2020) draws on the familiar story of Noah's ark from the Old Testament as a metaphor for today's climate crisis and the urgent issue of environmental protection, asking the public if we too will pay a huge price for our greed and ignorance now. Many of the world's landmarks and places that symbolise modern human civilisation appear in the film, all submerged by the oppressive blue waves of the sea. Over and over again in the film's cycle, we deliberately create a strong sense of oppression and discomfort, taking the viewer into a deeper reflection.
The film won the GECO20 Award for Best Animation at the Geelong Biennale and premiered at the festival.
Directors: Jiayu Cheng, Jianan Li, Joshua Gioffre and Heng Weng Pang
Poster Design: Jiayu Cheng
Year: 2020
Taoqi Sparkling Juice
Carefree happiness in a bottle.
Branding/Pacakaging/Collaterals/Typography/Image-making
Taoqi 淘汽 is an emerging brand that brings the freshest sparking juice to the Chinese (mainland) FMCG market. The joyful feeling from youth is the inspiration for the drink, where every bottle of sparkling juice brings a sense of happiness, carefree and feeling good to be yourself, young or old.
A palette of fresh, fruity colours, a hand-crafted logo, bespoke Chinese lettering and matching typography. All brand identities are perfectly combined with the collage of illustrations that evoke sweet childhood memories for a generation of the Chinese public. The fruity flavours, bold and fun shapes and the smiles on children's faces transport the drinker on a fast train to a carefree state.
© 2022 Credit: Designed for Brandworks Studio (AU)
Artificial Sunset
Experimental Typeface &
Momentary Romance
Branding/Typeface Design/Typography/Image-making/Publication
Artificial Sunset is a comprehensive self-exploratory and innovative project by Jiayu, which simulates a special experience of an sunset through the shapes, fonts and colours created by the designer. Inspired by the fleeting nature of sunsets, Artificial Sunset explores the boundaries and possibilities of visual design and the creation of memories.
Jiayu experimented with the idea of making the ephemeral sunsets stay on paper and digital screens, creating a gradient colour palette, a set of visual identity rules, non-conventional typography and developing a set of English fonts (the full version is under development) and a set of matching Chinese glyphs. Over the course of several months, he travelled daily to various locations in Naarm/Melbourne at sunset, where he watched over 50 magnificent, intensely colourful and fleeting sunsets. These memories prompted him to explore the language of design to recreate these experiences resulting in a hard-edged and futuristic typography.
ART DIRECTOR: Jiayu Cheng
DESIGNER: Jiayu Cheng
YEAR: 2022-2023
Self-initiated Projct
Fruit of the Holy Spirit
A Visualisation for Bibical Virtues
Image-making/Typography/Poster Design
According to Galatians 5, the fruit of the Spirit is a biblical term which contrasts with the works of the flesh which follow immediately after in this chapter." But the fruit of the Spirit is love, joy, peace, patience, kindness, goodness, faithfulness, gentleness and self-control."
This is a set of posters inspired by the Fruit of the Holy Spirit that Jiayu has created, adapting minimalist shapes and a simple but contrasting colour scheme, using visual language to attempt to represent the nine abstract beautiful attributes of a person or group living in alignment with the Holy Spirit. It helps Christians to remember these virtues and to rely on the help of the Holy Spirit to bear good fruit in their daily lives.
ART DIRECTOR: Jiayu Cheng
DESIGNER: Jiayu Cheng
YEAR: 2022
Self-initiated Projct
Gospel Hall Melbourne, UCA
150 Years of the Oldest Chinese Church in Australia and God’s Grace
Branding/Publication/Book Cover/Collaterals/Typography
Established in 1872, Gospel Hall Melbourne is the oldest and never-ending Chinese church in Australia, with a long history of 150 years of serving every generation of Chinese immigrants and the community, and reaching out to those in need.
The logo and visual system created for the 150th anniversary of Gospel Hall Melbourne has been selected and used in various church events, publications and memorabilia. The design is inspired by the church's ancient architectural form and features a bilingual typography that, while indicating its history, also strives to highlight the unique Chinese culture in Australia.
The accompanying typography combined the calligraphic characters of the Gospel Hall with the number 150, which also forms the composition of the cross. Today, 150 years later, Gospel Hall Melbourne still brings the good news of the cross of Jesus Christ to the Chinese community in Melbourne's CBD, across three cultural circles: Mandarin, Cantonese and English. Along with this, Jiayu was also involved in and designed the cover of the first-ever Chinese Christian history book in Australia. Glory to God.
ART DIRECTOR: Jiayu Cheng
DESIGNER: Jiayu Cheng
YEAR: 2022
CLIENT: Gospel Hall Melbourne, UCA
‘A Better Tomorrow’ Concept Design
Re-imagined Visuals for 1980’s Hong Kong Movie Landmarks
Visual-identity/Poster/Typography/Image-making
The movie series ‘A Better Tomorrow’ (1986-1989), is a landmark in Hong Kong cinema and East Asian pop culture in the 1980s. A masterpiece of director John Woo's violent aesthetic, it is also the pinnacle of Hong Kong gangster cinema. This emotionally charged yet distinctive film explores brotherhood, good versus evil, war and peace, and portrays memorable characters from all sides.
This concept project created a series of posters and Chinese glyphs that were conceptualised and re-imagined as a visual identity for ‘A Better Tomorrow’. Jiayu uses strong colours and bold, powerful typography to showcase the heroism and intense emotional tension illustrated in the film. Using aggressive and vibrant reds, blacks and yellows, and extremely dramatic glyphs, the design language conveys the story of the brotherhood within the film.
ART DIRECTOR: Jiayu Cheng
DESIGNER: Jiayu Cheng
YEAR: 2022
Self-initiated Practices7
Stay at home Hallucination (2020)
DESIGNER/ART DIRECTOR: Jiayu Cheng
Personal Project
Artificial Sunset (2022) ART DIRECTOR: Jiayu Cheng
DESIGNER: Jiayu Cheng
RISO PRINTER: Jiayu Cheng
With Risograph, I played with this low-tech printing method and eco-friendly soy-based ink to create unforgettable and unpredictable textures.
Using Risograph Fluro-pink, Yellow and Medium Blue to simmulate a vibrant sunset on a piece of paper.
Every piece of Riso-print is different from others.
Time Flies (2020)DESIGNER/ART DIRECTOR: Jiayu Cheng
Personal Project
DESIGNER/ART DIRECTOR: Jiayu Cheng
Personal Project
War & Peace (2020)
DESIGNER/ART DIRECTOR: Jiayu Cheng
Personal Project
DESIGNER/ART DIRECTOR: Jiayu Cheng
Personal Project
Vernacular Fantasy (2022)
ART DIRECTOR/DESIGNER: Jiayu Cheng
at Flock Off Wall Exhibition
Metro Tunnel/ RMIT University
ART DIRECTOR/DESIGNER: Jiayu Cheng
at Flock Off Wall Exhibition
Metro Tunnel/ RMIT University
About
Jiayu Cheng
Jiayu is an independent designer and art director, co-founder and partner at Sandwich Press.
As a design practitioner, I am devoted to evoking public thought and discussion by identifying and gaining insight into the struggles and needs of people. Born and raised in Tianjin, China, I am committed to bringing my cultural perspective to innovative projects and providing unique and groundbreaking insights to international clients.
I also conduct and develop self-initiated research projects. Currently, I am teaching and mentoring future emerging designers in the third-year course - Communication Design Capstone Project, at RMIT University (Bachelor of Design, Communication Design).
程嘉钰，一个充满激情的设计师、传播者和设计教育者。
作为一名设计从业者，我致力于通过识别和洞察人们的痛点和需求来唤起公众的思考和讨论。我在中国天津出生和长大，我致力于将我的文化视角带入创新项目，并为全球客户提供独特和突破性的见解。
同时，我也发展个人的设计研究项目。目前，我在皇家墨尔本理工大学（设计学士学位，传播设计）的毕业设计课程中任教，指导和培育未来的新兴设计师。
Clients &
Collaborators
Blessing CALD Magazine
BrandWorks Studio
Burke Vineyard
Ctrl+ Collective
CPSSN
Fat Pho Shanghai
Geelong Biennale
Huaxia Bank China
Joice Villa
Kia Motors China
Linksec Technology
Metro Tunnel
Multiwide Investment & Management
188 Business Assoc.
Pinki Pinki Tea
RMIT University
Samevoice Radio
Sameway Magazine
SchoolPix
Seasons Hill Vineyard
SportsPix
Taoqi Sparkling Water
UCA Gospel Hall Melbourne
Contact &
Social
studio.jiayu@gmail.com
Acknowledgement of Country
I acknowledge the Wurundjeri people of the Kulin Nations as the traditional owners of the land on which I live and work. I respectfully recognise Elders both past and present.
JIAYU.DESIGN ©2023