TONIA YUQI ZHANG
张雨琪

Designer. Type-focused system enthusiast.

Currently available.
⇢ toniazhang.work@gmail.com

Experience: Apple, NBA2K, Work-Order.
Awards: Communication Arts Typography 2026, Graphic Design USA 62nd, Graphis, Creative Quaterly.
Are.na
Instagram
Linkedin

NBA2K League Identity

HAUS

¹For Reference Only

Cellular Transfigurations

New England Air Museum

ICP William Klein: YES

Apple Fall 2025 Event Identity

Apple Fall 2024 Audio Lineup

Apple Ginza Opening Campaign

Happy Holidays, From Tim

Belvoy

Unilingua (WIP)

Rodion Text (WIP)

A13–220

@ Tonia Yuqi Zhang | 2021-2026

Role: Creative Director, Designer, Type Designer, Creative Coder
Did: Brand system, Type design, Grid type tool development, Art direction
Used: Glyphs, Figma, Illustrator, Photoshop, Claude, Processing

Motion Creative Director: Qi Qi
Product Design Director: Yutong Shen
Motion Designer: Tris Zhou
Designer: Danni Zhou

Born from the Grid

Belvoy is a modular beauty brand that proposes a radically simplified way of carrying makeup. The product condenses essential tools into refined, wearable modules, transforming the traditional makeup bag into a single integrated system — compact, adaptable, and elegant.

As Creative Director, I led the concept and developed the entire graphic design system from the ground up. The central challenge was to communicate modularity, speed, and precision without visual excess. Rather than decorating the product, the identity had to operate with the same logic as the object itself.

I designed a coded, flexible grid framework that became the foundation of the entire brand. This grid is not just a layout device — it generates the logo, custom typeface, iconography, packaging, and motion language. The geometry of the product directly informs the typography; the product’s grid becomes the type. Every visual element emerges from the same modular logic, ensuring structural coherence across all touchpoints.

A restrained monochrome palette paired with metallic material cues reinforces a sense of precision and high-tech craftsmanship, highlighting the product’s jewelry-like quality. Across packaging, digital platforms, retail environments, and motion applications, the system remains consistent yet recombinable — mirroring the adaptability of the modules themselves.

The result is a cohesive visual language that does not simply describe innovation, but embodies it — positioning Belvoy as a new standard for compact, contemporary beauty.

Index