Inspiration rarely comes solely from a creative’s chosen medium. Instead, it’s derived from a wide pool of influence, moments, forms and genres. The China-born, New York City-based designer Olivia Zhu makes this clear in her work, eschewing the flashy for a meaningful visual language. Her portfolio is a testament to her unique approach, where she designs visual identities that capture the heart and essence of a brand rather than simply chasing the latest trends. Seen across a wide range of fields – from branding and advertising campaigns to print and web, and helping to produce everything from books to videos – the designer strives for a consistent balance between “authenticity and unconventionality.”
A distinguishing feature of Zhu’s work is her refusal to be confined to predefined branding categories. She doesn’t believe in labels like “vintage” or “minimalist” branding. Instead, she approaches each project as a blank canvas, tailoring the visual language to suit the brand’s individual identity and message. Her designs are not mere templates but living expressions of the brands they represent. She believes that good branding should never be complacent; it should always push the boundaries, taking the design one step further into the realm of the unexpected. “A majority of brands out there have visual languages that ‘tell you things’,” Olivia says, “ I want my clients to have brands that ‘talk with you.’”
Despite her refined craftsmanship, it is the refreshing and sometimes even surprising details Olivia incorporates that truly sets her work apart. One of her notable projects involved branding an exhibition curated around post-COVID Asian identity. Rather than creating bland handouts introducing art with a blown-up image and some rigid sentences, Olivia pixelated attending artists’ work and combined them with a distorted hand-drawn typeface. Straying away from mere legibility, the posters want to inspire a brainstorming session to question what is the new identity of young Asian people. She wanted the exhibition campaign to be “outrageous”, and to have people curious and hungry for more. Olivia attributes the design choice to the diligent self-empowerment of new Asian generations under a new global racial context shaped by COVID, “after a global chaos the path for self-identification for young Asian creatives is certainly turbulent or may seem uncertain but definitely far from impossible.”
Zhu’s dedication to experimentation extends beyond the digital realm. She often explores mixed mediums, from analog to digital, paper to video, to create dynamic and engaging brand identities. This fusion of traditional and modern techniques allows her to breathe life into her designs, making them resonate with audiences on a deeper level.
In an era where conformity can sometimes stifle creativity, Olivia Zhu serves as a beacon of inspiration for designers and brands alike. Her commitment to pushing the edge of traditional branding reminds us that there are no limits to what can be achieved when creativity knows no bounds. She challenges us to question the status quo, explore uncharted territories, and embrace the unexpected. Through her work, she redefines the art of branding, proving that it’s not just about aesthetics; it’s about forging a powerful connection between a brand and its audience.
