Amy Jade Pham

I am a Design (Communication) and Business (Marketing) student graduating in 2026, with a passion for brand identity, print, and illustration. Having been immersed in drawing from a young age, I discovered graphic design as a way to channel my creativity with intent, using visual storytelling to craft meaningful connections. I believe great design should not only capture attention but also convey a story that resonates and endures. 

My work blends artistic sensibility with marketing strategy, enabling me to create designs that are not only visually striking but also purposeful and audience-focused. Skilled in Adobe, Canva, Procreate and traditional illustration, I enjoy transforming concepts into cohesive brand experiences that resonate and endure.

For any inquiries please email:
amyjadepham1@gmail.com

My design page:
https://www.instagram.com/amiysdesigns/

My art page:
https://www.instagram.com/amiysart/

Australian Animal Explorer Survival Kit (2025)

The Australian Animal Explorer Survival Kit aims to educate children aged 7–9 about safe behavioural responses to dangerous animals. Through playful, hands-on learning, the kit engages kids through instructional action cards, an explorer journal, habitat map and paper animals. The kit also features binoculars and a hat, alongside a set of reward stickers that children can aim to obtain. 

In action, children interact with paper animals distributed in their environment, follow guided safety actions, and log their experiences to earn stickers. Designed around learning-through-play principles, the kit uses clear language, step-by-step instructions, and realistic animal illustrations to support cognitive engagement and retention. Earthy tones were chosen to enhance focus, and the kit’s survival narrative draws on the “survival processing effect,” motivating children to connect more deeply with the content. 

Ultimately, the kit aims to enable children to make informed decisions during outdoor activities.  
   

Growing Into Me (2024)

‘Growing Into Me’ is a hypothetical campaign project that aims to challenge the societal fixation on youth and beauty. For many, especially women, the constant pressure of physical beauty standards has led to diminished self-esteem and a fractured sense of identity. This campaign offers an alternative narrative, inviting us to embrace aging as a natural journey of self-growth—one that represents not just physical transformation, but the evolution into a wiser, more authentic version of ourselves.

The campaign assets include a promotional booklet, calendar, interactive posters and a simple three page website. 

NgotBox (2023)

NgotBox is a conceptual Vietnamese dessert box brand designed to offer a nostalgic experience through authentic Vietnamese treats. Developed in response to a brief centered on the theme of sentimental memory, NgotBox draws inspiration from the childhood joy from eating takeaway boxes after family gatherings. Featuring a warm cream and red colour palette alongside delicate illustrations, the brand identity conveys a welcoming yet refined aesthetic, blending familiarity with elegance.

Nudge (2025)

Nudge is a social media fitness app designed for Gen Z users who want to engage with fitness on their own terms. At its core, Nudge celebrates progress over perfection, allowing users to explore, save, and complete workouts from a diverse community. The brand’s mission is to transform fitness into a fun and sustainable experience that allow users to feel supported at every stage of their journey. 

The visual identity reflects these values by intentionally deviating from the aggressive, high-intensity aesthetics common in traditional fitness branding. Instead, it embraces a soft yet energetic color palette of orange, navy blue, light blue, and cream — inspired by retro design and tailored to Gen Z sensibilities. 

The logo design draws from the concept of movement, reinforcing the app’s purpose. It features a heavily italicised wordmark, mimicking the forward momentum of a “nudge.” The custom “N” icon is inspired by the yoga boat pose, subtly reimagined as an upward stroke to symbolize growth and progress. This visual gesture reflects Nudge’s core philosophy: supporting small but meaningful steps toward a healthier lifestyle. 

Melbourne Cinémathèque (2025)

Melbourne Cinémathèque is a not-for-profit film society that showcases rare and classic films to promote the appreciation of cinema history . Each year, the organisation partners with Monash students to develop a distinctive visual identity for its annual season. 

My design proposal for the 2026 identity revolves around the theme of spectatorship—how audiences peer into the lives of fictional characters, much like observing intimate moments through a window. As such, my visual approach uses these residential glass panes as a metaphor.  The gradient light also provide glipses of genre-specific illustrations within each pane. 

The identity assets includes a design for one side of a seasonal calendar, a digital poster, and two promotional screens. 

A Glimpse of the Familiar (2024)

‘A Glimpse of the Familiar’ is a hypothetical exhibition held at State Library Victoria for Artist Jonathan Zawada. The project consisted of an invitation, website, flags and a wayfinding system within the exhibition space. To complement the vivid hues and dual themes of nature and digital within Zawada’s works, I adopted a similiar colour scheme and utilised delicate illustrations of mushrooms and digital gradients. Just as Zawada reveals a new perspective on ordinary subjects, the identity design assumes a layering component that reveals the true forms of the illustrations beneath a cluster of ambiguous lines. 

‘In Your World’ (2021)

This artwork was one of my two paintings displayed during Top Arts 2022, held at The National Gallery of Victoria (NGV). During the choice awards, this oil on canvas piece received second place for the Deakin University People’s Choice Award. 

‘In Your World’  explores the theme of identity and culture. It aims to convey the idea of conformity as a means of belonging in society and the lack of familiarity I feel towards my Vietnamese culture while living in a western world. The artwork strategically imitates Whistler’s composition ‘Symphony in Flesh Colour and Pink: portrait of Mrs. Frances Leyland’ to symbolise western culture. The insertion of my form is representative of aligning language and behaviour to more rewarded, accepted standards while growing up in Australia, which resulted in a loss of cultural identity exemplified through the uniform blue colour scheme.