Asians@
YouTube
2024
Art Direction
Led the design of a new brand identity for Asians@, YouTube's internal employee resource group. The goal was to create a visual language that celebrated Asian cultures and fostered a sense of community and belonging. The new identity incorporated a custom logo inspired by Asian calligraphy and a warm and inviting color palette.
Background: Asians@ is an internal employee resource group at YouTube. Together with two other designers, we created a design system for the group that previously had inconsistencies from year to year. There was a need to have a unified system that could be used for email communications, events, and resource sharing throughout the company to get people excited about sharing who they are!
Our creative process was inspired by a unifying element that resonated with our diverse cultural backgrounds: the common thread of food. The visual language of the branding is rooted in the aesthetics commonly found on sauce and oil labels.
I created a custom logomark in a calligraphic style to convey a sense of unity and inclusivity among the members of the ERG.
