Designing a mark rooted in symbolism
15 years after inception, AQUADC underwent an extensive rebranding process to better capture diversity in the organization and project a more inclusive image to the community. The timing in 2012 aligned with a dawning national movement for marriage equality, presenting opportunities for community engagement, political action, and closer partnerships with national organizations like the Human Rights Campaign.
Serving my first of two terms as the Managing Co-Chair, I drove the creative vision for this initiative with a new identity, website, and social presence on- and off-line.
This extended to Out2Paddle, AQUADC’s dragonboat team which competes in Washington D.C.’s annual international Dragonboat Festival as the only LGBTQ team being represented among 40 teams from across the country. It was also realized through the APEX conference identity in collaboration with the National Queer Asian Pacific Islander Alliance (NQAPIA) on their national leadership summit.
Modernizing the organization's digital platform was central to the rebrand, as the community needed a richer, more engaging portal to connect and expand AQUADC's network.
Stylized visual effects conveyed the vibrancy of the organization and reinforced the brand's dynamism.
A corresponding mark was created for the Out2Paddle dragonboat team, and applied for uniforms worn during competitions at Washington D.C.’s annual international Dragonboat Festival.
Out2Paddle / AQUADC banner and uniforms at medal ceremonies, 2012-present.
Picketing signage raised at marriage equality rallies at the U.S. Supreme Court, 2015
Every three years, the National Queer Asian Pacific Islander Alliance (NQAPIA) holds a national leadership summit. The 2012 summit coincided with my tenure as Managing Co-Chair of AQUADC. Having just re-branded AQUADC and with the opportunity to co-host the conference in DC, I branded the summit as an extension of AQUADC. The resulting mark, a radiating silhouette of the AQUADC mark, balances the pinnacle of leadership with the fluidity of personal growth. Digital assets were prepared for the conference, including video signage that served as wayfinding tools for attendees.
APEX leaders at the White House with signed Presidential Proclamations of LGBTQ AAPI Pride, coinciding with the conference. Activists joined members of the National Council of Asian Pacific Americans (NCAPA) at a meeting with key White House policy staff to discuss immigration through the lens of the Asian American, South Asian, Southeast Asian, and Pacific Islander (AAPI) community.