Role
Designer Illustrator
Social media strategist Collaborators
LNYFA Marketing Team
Timeline
Two months
Authentic and exciting visuals for a grassroots organization by and for LGBTQIAP+ asians during Manhattan’s Chinatown New Years parade.
Founded in 2009, Lunar New Year For All was inspired by St. Pat’s For All and SALGA NYC who created LGBTQ+ contingents in the St. Patrick’s Day Parade and India Day Parade, respectively. Initially the organizers of Manhattan’s Chinatown Lunar New Year Parade were not responsive to our multiple requests to participate, until four months after continued pressure from community group, politicians, and the media. In 2010, LNYFA was granted entry for the first time! Source: LNYFA’s website
An Updated Visual Identity:
The fun thing about designing the branding from last year, means that you can improve on YOUR OWN work. And after capitalizing on the “Exposure” typeface train, I wanted to make a logo that was more funky, bubbly, and authentic.
Early concepts of the logo design:
I began to play around with began by writing out LNYFA on paper with common Asian ingredients like chili oil, cooking oil, and sriracha. Simultaneously, I used a sharpie to create block-lettering logo explorations-- which ultimately is the direction I went with.
Hmmm, turns out when you try to write things in sriracha sauce, it doesn’t necessarily make for very legible type.
Primary and secondary illustrations:
Other than the occasional use of parade photography (I largely avoided using photography of parade-goers as a safety concern for participants), I relied on these primary illustrations to make each social post unique.
Digital in situ:
I created a variety of informational and socially-engaging social designs that included “What LNY4A protest sign are you” to a Mission and Values statement post.
Print in situ:
I also designed vinyl stickers and a promotional bookmark which was given out during the parade in red envelopes!
And in case you’re curious, here’s the moodboard:
Logo-wise, I liked the bold contrast and organic hand-lettering feel. Illustration-wise, I wanted something with a similarly hand-drawn feel (using a pencil-like brush as opposed to one that produces cleaner lines). Finally for the social design, I emphasized bold, clear type with accessible color contrasts.
Illo by Min HeoInstant kinship felt with the Powerpuff Girls logos