Aiqi Zhang, a senior designer at Mother LA, is a master of breaking the rules and exploring the intersection of mediums. Her unique approach to design is driven by a simple yet powerful question: 'What if this idea lived somewhere else?' This curiosity fuels her creative process, pushing the boundaries of what's possible and creating innovative solutions. With a background in brand identity, campaign systems, typography, and visual storytelling, Aiqi's work is characterized by her ability to challenge conventions and think outside the box.
One of Aiqi's key strengths is her strategic mindset. She believes that strategy is essential to giving visual work a purpose and a reason to exist. By understanding the core of a project, its intended message, target audience, and emotional impact, Aiqi can create designs that resonate deeply with their intended audience. This strategic approach is evident in her diverse projects, from Apple's holiday film 'Fuzzy Feelings' to the identity for Firstborn, a Chinese American restaurant in LA's Chinatown.
In the case of 'Fuzzy Feelings,' Aiqi and her team developed two custom typefaces that mirrored the film's handmade felt world. This attention to detail and medium-specific design showcased how design can play a significant role in shaping the emotional language and narrative of a project. Similarly, Aiqi's work on the Firstborn identity, which included the logo, menus, aprons, signage, and website, turned a small spatial detail (the fish tanks at the restaurant entrance) into the foundation of an entire brand. This approach demonstrates Aiqi's ability to create cohesive and meaningful systems that capture the essence of a brand.
Aiqi's creativity also extends to her own typeface design, Credence. She drew inspiration from classical letterforms and adapted them to a contemporary register. The project was further expanded into a woven blanket, where the layout had to work through texture, material, and scale. This multi-medium approach allowed Aiqi to express not only the visual aspects of the typeface but also its construction and intended feel.
Currently, Aiqi is leading the creative direction for MA·LA, Mother's Asian Employee Resource Group. This project is particularly meaningful to her as it connects personal elements with a larger community. Aiqi's ultimate goal is to encourage people to look deeper into her work, beyond the surface, and consider the story, place, material, cultural references, and emotional impact that shape the life of a project. She believes that design, like land art, can continue to evolve and shift after its creation, influenced by its surroundings and the memories, context, and interpretations of those who engage with it.
