Asian Pacific Americans at Caltech- Brand Strategy and Brand Identity

Caltech had never launched a heritage/racial identity-based Employee Resources Group pre-2021. During his tenure at Caltech, I led the brand strategy for the first Asian American and Pacific Islanders + ERG in the institution’s history. To help share the goals of the ERG, as well as speak to Caltech’s brand, I embarked on a comprehensive design review and visual identity process to determine the brand and iconography that would celebrate and speak to AAPI+ Professionals at Caltech.