branding identity • web design • magazine layout
InnerGenerational
figma • adobe inDesign • adobe photoshop • adobe illustrator
Summary of Project
Project: InnerGenerational Trauma & Healing is a project funded by Canada Council for the Arts to showcase second-generation Asian immigrants experiences in America and engage communities through poetry, music, comedy, dance, and visual art.
Industry: Arts and entertainment
Context: Ruth Susi was selected as one of the artist to showcase her art and was also in charge of creating the brand identity, the design and development of the website and the layout design of the magazine.
Tools used: Figma, Adobe Photoshop, Adobe Illustrator, Adobe inDesign
01
Creating the brand identity
Figma • Adobe Illustrator • Adobe Photoshop
The task
To create a brand identity that represented all cultures of Asian descent in a way that invites exciting, dramatic, and a sense of home feeling.
Before creating the brand identity, we must ask these questions:
What do we want to be recognize for? What story are we trying to tell?
Who is our target audience? and How do we want to make them feel?
Moodboard
What story are we trying to tell?
It’s important that all Asian cultures were properly presented that ties to the symbol of unity, growth, and community. To portray this, Ruth came up with a variety of logos containing the Lotus as a sign of growth or rebirth, and the circular sign to portray unity and community.
Colour Palette
What do we want to be recognize for?
The project “Innergenerational: Trauma & Healing” is formed by a group of artists of Asian heritage that showcases their experiences as immigrant children navigating life in America.
Portraying Asian culture and struggles of being an asian artist must play a major role in the brand representation. To achieve this, designer Ruth Susi gathered information on who the artist were, their cultures, and what they wanted to represent to ensure all Asian cultures were properly presented.
Logo Creation
Who is our target audience? and How do we want to make them feel?
Innergenerational’s target audience are youth with similar experiences and of asian heritage or background that are also aspiring to be artists. The brand needed to be young, trendy, and modern. This was achieved by selecting colours that are familiar in the asian culture, choosing a modern and trendy typography and ensuring all design assets are on brand.
Designing the Website
02
Figma • Adobe Photoshop
A great website is more than the aesthetic. It is the main platform your target audience goes to when they are seeking for information looking to do a business transaction.
Website Objectives
1. Raise awareness on tour dates and increase ticket sales
Achieved by having the about and artist page on the top navigation bar of website and as a part of the homepage
Analyzed which keywords would rank the webpage and included them on the website
2. Increase awareness of what the community is about and the artists behind the work and rank amongst the top most searched web page with the keywords “Asian heritage month Canada”.
Achieved by having the homepage consist of tour dates as the first component visitors will see
After bringing awareness to tour dates, a call to action is placed to “Get tickets”
Adobe inDesign • Adobe Photoshop
Magazine layout design
03
This magazine was designed following the brand guidelines that were built early in the project. The purpose of this magazine is to tie in the content of the shows and background information of the artists involved.
This magazine became so popular that it sold out by the second show! Designer Ruth Susi ensured that the layout aligned with the modern and trendy style of the brand and had a proper story flow.
