THE ASIAN AMERICAN FOUNDATION PORTFOLIO STRATEGY

Role: Design Direction
with Taj Reid and Justin Hong

Insight

TAAF was preparing to unveil its new five-year portfolio strategy, Together We Build, at its annual summit. The strategy needed a strong visual identity that would amplify TAAF’s mission to build a better future for AAPIs, while honoring the past and inspiring action across generations.

Idea

We created a bold, modular identity system centered around a foundational block. This visual element became a metaphor for collective progress, reinforcing the idea that every contribution, no matter the scale, helps build lasting change. The system balanced strength and clarity with space for reflection and future vision.

Execution

I led the design of the campaign logo and visual system, intentionally choosing a simple, striking graphic language to keep focus on TAAF’s message. The block served multiple symbolic functions: as a building element, a framing device, and a portal—representing both historical remembrance and forward momentum. I also implemented a custom color system to clearly organize the strategy’s pillars, enhancing understanding and usability across all communication touchpoints.

Mood Board Process

Outcome

The identity debuted at TAAF’s May Summit as the visual anchor of the organization’s five-year plan, providing a clear, unifying foundation for future programs, storytelling, and partnerships. The block system is now integrated across strategy materials, reinforcing TAAF’s role as both a steward of AAPI history and a catalyst for its future.