Suyoung Yang’s approach to visual identity is as thoughtful as it is impactful. With a background that spans respected studios like Portrait, Everything Type Company, and Gretel, she’s helped shape the look and feel of brands ranging from Afterpay to the Philadelphia Museum of Art. Her work moves seamlessly between strategy and aesthetics, often landing in award-winning territory with brand identity projects for companies like Mode Analytics and Mountain Hardwear. Her ability to shape bold, thoughtful brand systems has earned her recognition in acclaimed typography competition TDC’s World’s Best Typography.
We talk to her today about the origins of her practice, the places where she finds inspiration, and the exciting projects she has on the horizon.
Adana Vincent: Let’s start with your roots—where were you born, and how has your background shaped your perspective?
Suyoung Yang: I grew up between Seoul and New Delhi, experiences that shaped how I see the world. I remember being a kid and seeing just how small Korea looked on the globe—that sparked a curiosity to explore. Moving to India for my dad’s work immersed me in a completely different culture. Later, I came to NYC for college. These cities are chaotic, vibrant, and constantly moving. I was surrounded by noise, texture, and visual stimulation everywhere, and that energy really influenced my interest in visual communication.
AV: At what point did you realize this was your path? Was there a defining moment?
SY: I didn’t know what graphic design or branding really meant until I got to the School of Visual Arts. That’s where I met professors who were actively working in the field—and the way they talked about their work pulled me in. Learning design history, typography, printing methods, and how design shapes culture opened up a whole new world for me. I remember a class where we had to hand-draw every Roman capital letter on individual sheets. That exercise showed me just how much detail goes into crafting a single character. It really deepened my appreciation for typography and the craft behind design.
AV: Where do you find inspiration? What keeps your creativity alive?
SY: Honestly, life outside of work is what inspires me most—running, writing, meeting people, cooking, even shower thoughts. I’ve found that maintaining a healthy mind and body helps me stay curious and observant. I try not to get trapped in a narrow definition of what design is. The mentors I admire most are those who bring a multidisciplinary lens to their work—whether as strategists, storytellers, or artists. That mindset helps me stay open and grounded.
AD: What’s your creative process like? How do ideas go from spark to finished product?
SY: Research is where it all starts. I try to understand a brand’s existing identity, history, competitors, and challenges before even thinking about design. Once I have that context, I always begin on paper—sketching marks, playing with layouts, and jotting down key phrases. It keeps things loose and exploratory. Once something clicks, I move to the computer to refine it. Collaboration is key—getting feedback from teammates, clients, and sometimes external collaborators like illustrators or type designers. Feedback isn’t always easy to take, especially when I disagree, but more often than not, it pushes the work to a better place.
AD: Is there a bigger purpose or message that guides your work?
SY: I aim to create work that I can be proud of—work that’s thoughtful and grounded in real insight. It’s easy to rush or compromise, but when you take the time to truly understand what a client or brand needs, the result is much stronger. I’m also passionate about representation. As a woman and a person of color in the U.S. design world, I seek opportunities to work with other creatives who come from underrepresented backgrounds. I’d love to start more personal projects down the line that explore meaningful themes and conversations outside the bounds of client work.
AD: What has been a standout moment in your career so far?
SY: Designing the brand identity for Hija de Sanchez in Copenhagen was a major highlight. It’s a group of taquerias led by chef Rosio Sanchez, and we got to work on everything from the logo to menus, signage, and packaging. I love the vibrancy of Mexican food and culture, and it was so fun to translate that into a bold visual language. Seeing it all come to life in person during a trip to Copenhagen was surreal.
AV: What are you working on now? Anything exciting on the horizon?
SY: I’m currently working on a branding project for a new restaurant in NYC. I reconnected with a creative director I used to work with at Gretel, and we pulled together a small, talented team. The space is still under construction, but I’ve seen the renderings—it’s going to be beautiful. There’s something exciting about creating a brand that becomes part of the city, part of people’s everyday experiences.
AV: Looking back, what do you think were the most important steps in your journey? Anything you’d do differently?
SY: I’m not sure I’ve “achieved success,” or if that’s even the end goal—but I do feel proud of where I am. If I could give my younger self advice, I’d say: be patient. Right out of school, you want to be doing great work immediately. But the process of making mistakes, getting feedback, and improving—that’s where the real growth happens. I wish I had embraced that phase more instead of trying to be perfect too quickly.
AV: What’s the biggest challenge you’ve faced in your career? How did you overcome it?
SY: Imposter syndrome has definitely been a challenge. That feeling of not being good enough or not knowing enough—it’s something a lot of creatives deal with. But I’ve learned that it doesn’t have to be a negative thing. It can be a sign that you want to grow, that you care. What’s helped me is learning to acknowledge both my strengths and weaknesses—and knowing it’s okay not to have all the answers. There’s power in asking questions and learning from others.
AV: Any final words of advice for people who want to pursue a similar path?
SY: Figure out what excites you. What kind of work energizes you? Who do you enjoy working with? The more specific you can get, the better. Not every part of the job will be thrilling, but if you know what lights your fire, you can build a career that’s both fulfilling and sustainable. And don’t be afraid to explore different areas. The more curiosity you bring, the more your work will grow.
Interview by Adana Vincent
