love, u
BRIEF: Develop a cohesive, genuine social campaign and brand book on a cultural cause on campus.
GOALS: Northeastern University's Asian Student Association focuses heavily on mental health resources for students ages 17-23, and with the use of nostalgic imagery from my own photography, I established a print publication with an authentic campaign on empowering Asian American women's mental health and setting brand guidelines for real life campaign implementation.
SKILLS: Visual Design, Print Design/Publication, Branding, Typography, Strategic Planning, Copywriting
CALL TO ACTION + MESSAGING
This campaign identifies three specific resources provided to Asian-American women based in urban areas throughout the U.S.:
1. your space
A large community notepad centered in hotspots (i.e. Chinatowns, Koreatowns, city universities) to physically take space.
2. love, us
Inspired by @werenotreallystrangers, utilizing the accessibility of Instagram to create a digital archive sharing the Asian-American experience in a raw, genuine way to bring together a community that embraces a network of love and empathy with no borders.
3. to her, to us, & to me
Campaign stationery on the physicality and expressiveness of writing letters. This series also branches into bridging the gap between generations, encouraging women to write what they have not, can not, or struggle to communicate to their mothers, grandmothers, other female-identifying figures, and to themselves.
