Syntax of Visual is a conceptual identity system that explores the dialogue between language and perception—between what is read and what is felt. Rooted in the study of visual communication, the project investigates how typography and imagery can coexist as equal agents of expression, forming a design language where clarity and emotion are in constant negotiation.

Developed for a conceptual exhibition in New York, the identity draws from Paul Martin Lester’s syntactic theory of visual communication, which proposes that the most powerful messages emerge not from words or images alone, but from the tension and balance between them. The exhibition will present historical and contemporary works that examine this relationship, creating a space where communication becomes resonance rather than instruction.

At the heart of the system lies a custom digital typeface—monochromatic, minimalist, and deliberately expressive. It allows smooth transitions between typographic structure and abstract form, where the typeface reveals itself in the form of images and breathes within words. Each character behaves as both linguistic sign and visual element, enabling text to shift from language into movement, from meaning into atmosphere.

Extended across motion, editorial, and interactive applications, the dynamic visual system unfolds at a measured pace—letters blur, fade, and reappear—mirroring the rhythm of breath. The restraint of color and composition amplifies the subtleties of contrast and silence. Rather than instructing, the design invites contemplation, establishing a rhythm that feels almost meditative and transforming reading into an act of sensing.

Typography, once rigid and linguistic, becomes porous, absorbing light, form, and texture until it speaks in whispers rather than statements. Through its synthesis of structure and emotion, Syntax of Visual proposes a new reading of design, not as decoration or statement, but as a breathing system of thought and feeling. A space where words whisper, images speak, and communication unfolds in silence.

Emerging from this conceptual foundation is the creative mind behind the work, Junrong(Arving) Wu—a multidisciplinary visual designer whose practice bridges narrative and precision. Based in New York City, Wu’s work spans motion graphics, graphic design, and art direction, and has been internationally recognized with multiple Gold Winner honors at the London Design Awards and a Winner award at the DNA Paris Design Awards.

At DE-YAN NYC, Wu contributes to high profile branding and experiential media campaigns, bringing a concept-driven and experimental approach to each project. His creative practice bridges narrative and precision, exploring how memory, perception, and cultural identity can be transformed into immersive, multi-sensory experiences that resonate across both digital and physical platforms.

Syntax of Visual has been widely recognized for its conceptual clarity and formal restraint. The project received the Silver Award in Advertising / Promotion / Posters at the International Design Awards (IDA) in 2024, followed by the Gold Award in Communication Design at the London Design Awards, and was named Winner in Graphic Design / Typography at the Paris Design Awards in 2025. It was also shortlisted for the Communication Arts Design Competition the same year.

Across his expanding body of work, Wu continues to explore the balance between emotion and structure, crafting design that does not merely communicate—but breathes.