Tra Giang Nguyen (AKA Gydient) grabs attention with kinetic typography and energetic design

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Referring to herself as a multi-disciplinary designer, Tra Giang Nguyen – who goes by the artist pseudonym Gydient – gives freedom to explore her medium with the utmost freedom. From motion design, type, visual design, and coding, Giang has a diverse skill set that only increases with experience. Born in Vietnam and currently based in Hamburg, the designer began her journey in 2017 after taking an art course in Vietnam; she was “lucky” to meet a group of people who would later form together Fustic Studio, a collective working on design, technology and motion graphics. “From there, we decided to create a virtual place, where we can learn, share and explore the world of design,” she tells It’s Nice That. Four years later, the studio is going from strength to strength, having worked on numerous projects with international clients including Billie Eilish, Facebook, Adobe, Adidas, Pull&Bear, Uniqlo and Adult Swim.

As you browse his works, you will notice a consistent use of impactful colors, textures and shapes. It’s lively, assertive and catchy; three qualities that have reigned supreme over all of her and the studio’s portfolio. This all stemmed from a pivotal moment in 2019, when she had just started studying at the design department in Hamburg for a BA. In the first semester, she took a typography class and fell “deeply in love” with lettering. “At first,” she adds, “doing letters and designing typefaces were the only things I was interested in, but after working with still images, I asked myself, ‘How could I make make my design more attention-grabbing’?” Kinetic typography was the answer, and a new adoration for the moving image quickly emerged.

When it comes to Giang’s sources of inspiration, like “many other people of this generation,” she largely looks to the internet, or what she calls the “giant black hole.” Japanese science fiction, including anime and manga, are key drivers of his work and will generally appear a lot throughout his projects. Otherwise, she also collected various learnings from colleagues, teachers, friends, books, movies and history, turning them into visual references. “Fortunately, a designer doesn’t have to look for inspiration in design alone, but also in our rich texture of everyday life.”

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