Asian Pacific Islander American Public Affairs
EMPLOYER: Asian Pacific Islander American Public Affairs (APAPA)
PROBLEM DEFINITION: How might we design and employ a new brand identity to connect to a more youthful demographic, increase registered voters among the Asian Pacific Islander community, and develop new user experiences through marketing materials and social networks?
SOLUTION: Effectively designing the new brand identity was the first step in APAPA’s journey towards a new digital marketing strategy.
In small teams we brainstormed new ideas for innovative programs aiming to fulfill APAPA’s mission. The sketches on the left are for a social campaign for APAPA U and UX for the mobile application. Leading design thinking approaches, we collaborated on the user experience of a new sponsorship brochure. The first iteration of the new design is on the right.
Aiming for a minimalist aesthetic, the three stars represent the three points in APAPA's mission: to inspire, engage, and empower the Asian Pacific Islander community. The four stripes represent APAPA's four main pillars for success: voter development, civic development, leadership, and education.
The following is the final prototype of the new sponsorship brochure. Due to mandatory high volume printing, I fabricated the folder by hand.
We developed a plan of action to design and develop a new independent program called APAPA U.
Below are social media mockups of marketing strategy to deploy the new program.
Constraints & Limitations
Working directly with the National Executive Director, I was inspired to create a new identity system and brainstorm new programs with the team, however buy-in above the Director was speculative and most of the work produced during my time at APAPA was not implemented. The work that did go into production was a mash-up of old and new design.
Working for APAPA, I witnessed the challenge of applying a new brand identity, concepts, and programs within an organization that is unclear about their path forward. As a designer, I grew in confidence—pitching ideas and brainstorming program strategies. As a team member, I practiced and improved skills in collaboration and conflict management.