We created a new brand identity and posters for this annual New York City festival that reimagines the contemporary Asian American identity through food, art, music, film, and workshops. For the new visual system, their goal was to convey inclusion of the entire Asian diaspora, including people of different ages and social class. We incorporated New York's 10 most prevalent Asian languages in the system, deploying typography to literally speak to a wider audience. The system was playful and lighthearted while still conveying the complex cultural duality experienced by many Asian Americans.
- Partner
- Waqas Jawaid
- Partner
- Andy Chen
- Design Director
- Eleni Agapis
- Designer
- Hannah Meng
- Design Intern
- Elena Kim
Judges Choice: Ellen Lupton
