🌞️🔥️ welcome!     🌚️🌝️ welcome?    🌵️😿️ welcome~     😱️🤖️ welcome.

Hi there! 👀️ Xiyu Deng is an LA🌵️-based graphic designer graduated from California Institute of the Arts🍄️👌🧚‍♀️💥. She now works as a junior designer at Instrument 💃️🔥️ and teaches advanced motion at Cal Poly Pomona🐣. 
The clients she has worked for include: Google, Apple, SKII, Pepsi, Lay’s, CalArts...🐛️🌞️🍺️💭️💦️ Her work has been recognized by TDC and Graphis.

Wanna check out her everyday pratice⏳️🔧️? Here is her sketchbook! Besides design, Xiyu loves taking photos 📸 and learning new languages🇭🇰🇫🇷🚀️. She is always excited to meet people with different cultural backgrounds 🌏️ 🌎️ 🌍️. Drop her a line if you want to have a chat! Meanwhile, don’t forget to check out her reel🔥️⚠️️︎︎︎

A Fictional Nation
- Identity Design -

Logotype / Flag / Currency / Uniform / Packaging

SERENTIA is a country that is the last resort for human beings after WWIII. After the war, the survivors all suffer an incurable mental trauma, similar to PTSD. In SERENTIA, they can forget their trauma within a certain time limit and move on to live a normal life again. In SERENTIA, time is the currency. People need to work to get more time because the more time they have, the longer they can forget about the trauma. If their currency runs low, they start to suffer flashbacks.


︎ ︎ ︎ ︎         ︎ ︎ ︎ ︎         ︎ ︎ ︎ ︎         ︎ ︎ ︎ ︎         ︎ ︎ ︎ ︎

- UI/UX -

Logo Design / Web UI


Artfash is an online pop-up exhibition which showcases the collaborations between artists and fashion brands. This website will only exist for one day and the digital invitations will be sent out ahead of time. As COVID-19 made it impossible to visit a museum, this site is designed to mimic the experience of visiting a physical exhibition. For example, visitors need to line up to enter the virtual showroom. 

︎︎︎ showroom ︎︎︎

︎︎︎ shop ︎︎︎

︎ ︎ ︎ ︎         ︎ ︎ ︎ ︎         ︎ ︎ ︎ ︎         ︎ ︎ ︎ ︎         ︎ ︎ ︎ ︎

- Visual Identity -

Logo / Promo Kit

Co-designed with Emma Berliner

This identity is designed for CalArts EXPO 2019. To echo its experimental spirit, we created a flexible system where the horizontal lines are wiping out and introducing elements. It implies the idea of “learn the rules and then break them.” Meanwhile, to highlight the spirit of “digital+craft,” we physically scanned gels in six colors. Overlapping with each other, these colors create new colors. We embraced those “extra” colors as a metaphor that people coming together would bring new ideas to the table.

︎ ︎ ︎ ︎         ︎ ︎ ︎ ︎         ︎ ︎ ︎ ︎         ︎ ︎ ︎ ︎         ︎ ︎ ︎ ︎

- Identity Design -

Logotype / Logo / Visual System / Promo Kit

A mask that filters out disagreements

We live in a world full of filters. Cross-culturally, news is reported based on different political stance; censorship cuts off information flow; artificial intelligence traps us in our own ways of thinking. Meanwhile, cultural appropriation makes us believe we know enough about a foreign culture. We like to take “form” from a foreign culture, not the content. In the future, it becomes impossible for us to understand the views of people from another culture. In 2047, to “solve” this communication problem, people invented this mask to filter out any comments that may cause disagreements. It’s “fast,” “accurate,” and “easy to wear.” They think that with this mask, they can avoid running into any problems in cross-cultural communication.

Secondary Visual System I

Secondary Visual System II

Secondary Visual System III

︎ ︎ ︎ ︎         ︎ ︎ ︎ ︎         ︎ ︎ ︎ ︎         ︎ ︎ ︎ ︎         ︎ ︎ ︎ ︎