“The design applied in all its forms communicates well with what the museum offers as a mission: connecting traditional weaving techniques with programming. Although the variations are well executed, it is above all the emotion and sensitivity emerging from this project that make it stand out.” —Daniel Robitaille
“This project felt like it was done by a full-blown branding studio. Professional, interesting and thoughtful. Really impressive work.” —Kelli Miller
A self-promotional project, Jocelyn Ziying Zhao’s identity for the Fabric Museum draws inspiration from the Jacquard loom, which revolutionized the manufacturing of complex textiles in 1804. By infusing her identity design with creative coding, Zhao explores the connection between weaving techniques and computer programming with a variable logo system.
Comments by Jocelyn Ziying Zhao:
Tell us about how you decided to study graphic design. When did you decide that this was the industry you wanted to participate in? Growing up, I spent more than ten years learning painting, which helped shape my artistic aesthetics, craftsmanship and spatial imagination. However, I yearned for something beyond traditional methods of expressing creativity. After two years of studying visual communication design at a university in China, I discovered my passion for graphic design—a field that merges artistic skill with digital technology. This realization led me to ArtCenter College of Design, where I honed my expertise in both physical formmaking and digital generative design across various media types. This shaped my design philosophy: to emphasize the seamless integration of the tangible and digital realms.
What was the brief for this project? The Fabric Museum stands at the intersection of contemporary art and innovative material exploration, specializing in collaborations with artists who employ textiles and unconventional materials. By blending creative coding with a logo generator tool and an interactive installation, the museum showcases its commitment to innovation. Creative coding serves as a beacon of this innovation, capturing the attention of both the tech and art sectors and enhancing the museum’s recognition. This identity refresh includes a variable logo system, custom typeface, website, museum catalog and other brand touchpoints, all designed to reflect the museum’s dynamic and forward-thinking ethos.
What led you to pick the elements that you chose? I was inspired by the revolutionary Jacquard loom, which connects traditional weaving techniques with coded punch cards. The museum’s journey mirrors this integration. I crafted a refreshed identity, incorporating punch-card language and weaving effects into the custom typeface and brand applications. The color palette combined subdued hues of natural fibers with vivid, digitally inspired colors to reflect the museum’s dynamic range of media.
My favorite detail of this project is the TextLoom, an interactive installation that lets users generate text through the process of weaving. By embodying the evolution of programming from the Jacquard loom to contemporary computing, this experience connects time-honored craft with cutting-edge technology.
How has your experience been working in the graphic design industry? I have been working for a considerable time, establishing my own identity and reputation through my work with a startup and a design consultancy. I love the experience of working with clients across various industries. One of the most rewarding aspects of being in the design industry is the opportunity to learn from fields like technology, fashion, film and even finance. As I broaden my skills, my understanding of the world expands, enriching both my work and personal growth.
One thing that surprised me is how much I learned about design strategy, something that isn’t fully taught in school. I gained invaluable experience in strategizing presentations and design structures for clients, demonstrating the design-thinking process, and selling ideas.
Before I entered the professional industry, I was always passionate about incorporating technology with graphic design. I’ve worked with generative design, AR and VR, and I have always wanted to create a project with AI but have never had the chance. This year, I’ve been invited to join Google Creative Lab as a designer. This opportunity will allow me to work with advanced technology—primarily AI—and collaborate with technologists, filmmakers and designers on innovative projects.
What trends in design catch your eye at the moment? Definitely AI! As an inevitable part of our future, AI is thriving across various fields and companies. I’m excited to see people using it in diverse and creative ways. We need to learn how to live with AI and use it as an extension of our minds and bodies. I am always eager to learn about emerging technologies and am never afraid to embrace them. I look forward to the future innovations and creative possibilities that AI will bring.
