TONIA YUQI ZHANG
张雨琪
InfoLab 
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: Designer
Contribution: System Expansion & Digital Asset Development
Used: Photoshop, Illustrator, Figma, After Effects
Did: Digital (streaming assets, social media posts, digital banners), merchandize

Creative Director: Andreina Carrillo
Motion Director: Assaf Clements
Art Director:  Ana  Lobo
Senior Designer: Sanuk Kim
Senior Designer:  Lynn Oh
Senior Designer: Laura Tolomelli
Senior Designer: Lauren Chepiga
Motion Designer: Ray Ting Liang
Designer: Hunter French
Motion Templates: Badberries

NBA2K League — Digital Identity Expansion


NBA2K League relaunched with a strategic shift: repositioning the league from a niche E-sports property to a broader entertainment platform for everyone. The new direction aimed to attract a general audience through celebrity partnerships and high-visibility digital engagement.

The overarching creative concept, “Playful Planes,” was established prior to my involvement. I joined the project to extend this direction into a scalable, production-ready system across social and streaming platforms.

My primary responsibility was translating the creative direction into a consistent, high-volume digital system. I developed:
- A grid framework for Twitch assets
- A structured typographic hierarchy and sizing system for Twitch assets
- 50+ Twitch streaming templates
- 10+ Social Media templates optimized for clarity and repeatability

The goal was the articulation and expansion of the system with durability in mind. The work serves as foundation for future digital assets.

Impact


The refreshed social assets significantly increased engagement.

A post featuring league board members (Jesser, Suni Lee, Tyrese Haliburton, Ray Asian Boy, Mighty Mouse) reached ~270K views on X and received 2.5k interactions on Instagram.

Updated Twitch streaming templates contributed to a measurable lift in viewership, increasing average streams from 7–8K viewers to 10–11K viewers per stream.


Brand Guidelines (Selection), designed by Lynn Oh
Brand Guidelines (Selection), designed by Lynn Oh

The type-led layout treatment in use
Digital Assets expand and continue the brand system


These posts, posted in 2 batches, received around 400k views on X total. 



Twitch streaming asset’s logic reflected in the brand guidelines.
Twitch streaming asset’s logic reflected in the brand guidelines.
Twitch streaming asset’s logic reflected in the brand guidelines.
Twitch streaming asset’s logic reflected in the brand guidelines.

The full variety of templates for different uses.
Social Media Announcement templates.

After I designed the streaming templates, the motion team animated the transitions.

The streaming templates themselves are well adaptable to motion – here you can see them animated. Animation by Badberries.

Special notebook gift designed for the NBAT2 team, under direction of Sanuk and Andreina
When laid flat, the front and back cover make up the word “Play”.


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