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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.

Project Roles
Creative Director
Company
Caltech
Skills
Brand Management, Brand Strategy, Figma, Visual Development
Media
Brand Guidelines, Brand Identity, Branding
Project Industries
Education, Non-Profit
Asian Pacific Americans at Caltech- Brand Strategy and Brand Identity