I led the design for TAAF’s portfolio strategy logo and new branding for the organization’s five-year portfolio strategy, “Together We Build,” which was unveiled at TAAF’s May Summit event. I found opportunities for the design to bring to life TAAF’s mission, to build towards a better future for AAPIs everywhere, by utilizing a bold block component. This element reinforces the importance of every step, no matter the scale. The simplicity and boldness of the design were intentionally chosen to keep the focus on the strength of TAAF’s message. Additionally, I incorporated the block as a framing element to represent the dual focus of the strategy: remembering historical figures, events, and communities of the past, while also looking toward the future. The block serves as a portal to the past and a glimpse into what lies ahead. To further define the pillars of the strategy, I implemented a distinctive color system that visually organized these elements.

Global Executive Oversight: Taj Reid. Design Direction: Emma Dowling. Design: Emma Dowling and Justin Hong.

Process