In the Spotlight: Natasha Jen—Redefining Design with Purpose and Impact

Natasha Jen has become one of the most influential graphic designers of her generation, known not only for her striking work but also for her philosophy on design as a tool for social change. As a partner at the iconic design firm Pentagram, Jen has collaborated on high-profile projects that blend creativity, innovation, and cultural relevance. From branding Niketo redesigning the identity of the Museum of Modern Art (MOMA), her work consistently is both challenging and at the same time, creating a fresh perspective on the power of visual communication.

But Natasha Jen is more than just a designer—she’s an advocate for the transformative potential of design. With a career that spans both commercial and nonprofit sectors, Jen’s work emphasizes inclusivity, cultural sensitivity, and the idea that design is as much about social impact as it is about aesthetics.

In this spotlight, we take a closer look at her journey, the philosophy behind her work, and her lasting influence in design. 

A Global Journey to Design

Natasha Jen’s journey into graphic design wasn’t a linear one. Born and raised in Taiwan, Jen initially set out to study architecture, a discipline she felt connected to but eventually realized didn’t fully align with her creative passions. After moving to New York, she shifted her focus to graphic design, enrolling at the School of Visual Arts, where she refined her artistic voice and design sensibility. Her love for visual culture, paired with a desire to make an impact, led her to pursue a career in design with a broader mission: to use design to create change, not just to sell a product. 

Jen’s trajectory in design led her to Pentagram, where she quickly rose to prominence. As a partner, she has worked on some of the most recognized projects in the industry, creating design systems that are as functional as they are beautiful. Yet, what sets her apart is her dedication to using design to connect with people on an emotional level, often focusing on the human experience behind the work.

As she has discussed in previous interviews, the best designs are those that resonate with people on an emotional level, that engage their imagination, and speak to their experiences. In her Design Observer interview, Jen emphasized that design must serve a greater purpose, whether that’s to tell a story, empower a community, or address pressing social issues (Design Observer, 2019). This perspective is something she has consistently advocated for, and her work often reflects a deep cultural awareness, with an emphasis on representing diverse voices and ideas. 

Transforming Brands: MoMA, Nike, and Beyond

At Pentagram, Natasha Jen has worked on a diverse range of high-profile projects that span both commercial and cultural realms. One of her most notable projects was the redesign of the identity for the Museum of Modern Art (MoMA). For Jen, the challenge was not just updating the visual identity of one of the world’s most renowned institutions—it was about aligning MoMA’s visual language with its evolving mission. Her solution was to create an identity system that was simple, yet flexible, and reflected MoMA’s deep commitment to accessibility, inclusivity, and engagement with a global audience. The result was a rebranding that resonated with both long-time patrons and new visitors, breathing new life into the museum’s visual presence.

Jen’s work with Nike is another standout example of her ability to blend emotional storytelling with sleek, innovative design. For the Nike Women’s Running Campaign, Jen helped craft a visual identity that conveyed empowerment, strength, and community, capturing the spirit of women athletes and creating a powerful connection between the brand and its diverse audience. In a conversation with Fast Company, Jen explained how the design of the campaign aimed to celebrate women’s experiences in running, which was about more than just the product—it was about celebrating women’s resilience and energy (Fast Company, 2021).

A Voice for Diversity and Mentorship in Design

As one of the few women of color in a field that has historically lacked diversity, Natasha Jen has become a powerful advocate for representation in design. Through her work, she demonstrates that diverse voices are crucial in creating designs that truly reflect the complexity of our global society. In her discussion with The New York Times, Jen shared how she strives to be a mentor and advocate for emerging designers, encouraging young women and people of color to step into roles of leadership within the field (The New York Times, 2020).

Mentorship has played a crucial role in Jen’s own development, and she now actively works to guide the next generation of designers. She believes that the more diverse the perspectives, the more powerful the design solutions become, and she continues to create space for emerging voices in the industry.

Natasha Jen’s Legacy: Design as a Force for Good

Natasha Jen’s impact on the design world is undeniable. Her work not only pushes the boundaries of what’s possible within graphic design, but it also encourages others to think more critically about the role design plays in shaping the world. By blending creativity with purpose, Jen has demonstrated that design isn’t just about making things look good—it’s about making things that matter.For Jen, the core principles of good design—simplicity, clarity, and emotional resonance—remain unchanged. In her words, "Even as technology evolves, the human experience will always be at the heart of great design" (Design Week, 2020).

As she continues to inspire and mentor the next generation of designers, Jen’s legacy will undoubtedly serve as a powerful reminder of the transformative potential of design, and the responsibility designers have to use their work to create positive change.