Communication Design School of Design
Cheryl Yeong
As a graphic designer from Singapore, my practice is rooted in the development of identity systems, conceptual ideation and world building. I am drawn to design as a tool for storytelling, crafting systems and experiences that communicate meaning with clarity, depth and emotion. While graphic design forms the foundation of my work, I enjoy challenging myself to go beyond traditional boundaries. I often integrate illustration into my projects as a way to bring warmth and personality to my visual language. More recently, I have been exploring creative coding, expanding my toolkit to discover new forms of expression and interactivity.
Having a multidisciplinary approach is key to my practice. Whether I am building a brand world or experimenting with unconventional mediums, I see each project as an opportunity to reimagine how design can live, behave and connect with people.
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Café Notch
Notch is an imaginary café run by a young couple passionate about good bakes, warm spaces, and quality coffee. Inspired by the notches of dovetail joints and the shape of a rooftop, the brand embodies togetherness, comfort, and craftsmanship. The identity is built on a flexible visual system of hand-stamped illustrations, allowing the café to personalise its branding across seasons, packaging, and customer touchpoints. Using a minimal palette of grey for stability and yellow for a touch of youthful rebellion, Notch combines vintage nostalgia with playful warmth. The brand aims to foster emotional loyalty and long-term connection, making it a place people return to, time and time again.
ATOM
In the year 3000, ATOM is proposed as Mars’ most ambitious planetary transport infrastructure, an intelligent high-speed system engineered to seamlessly connect human settlements, research facilities, and industrial zones across the harsh Martian terrain. Anchored around Olympus Mons, the tallest volcano in the solar system, ATOM adopts a ring-based configuration that not only maximises navigational efficiency but also strategic protection against extreme weather, such as dust storms and temperature fluctuations. It is more than just for transportation, but a living, responsive ecosystem that supports Martian life, growth, and discovery. Through its bold design and adaptive architecture, ATOM represents the next chapter of civilisation’s expansion beyond Earth, redefining how we move, live, and evolve on a new world.
The Veiled Ornament
This silk bandana features an infographic under the theme of Veiled Ornament, exploring the understated yet deeply rooted presence of Kamon (Japanese family crests) across Japan’s cultural history. Printed as a bandana or scarf, this piece functions as both a wearable artwork and a storytelling artefact. The composition appears complex at first glance, with a mosaic of archival imagery, all connected by a delicate network of dotted lines.
However, a closer look reveals a purposeful system: an interconnected web where each piece reflects the continuity and evolution of Japanese ornamentation, with Kamon acting as anchors that link disparate elements together. What seems like chaos slowly reveals order, much like how ornament in Japan is a language of tradition rather than mere decoration.
