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Asian Business Collaborative and Expo

Logo Design, Branding + Art Direction

At the height of anti Asian sentiment due to the pandemic, Kristelle Siarza decided to create an important project for the Asian community, the Asian Business Collaborative. This nonprofit organization's goal is to provide resources for the greater Asian community starting in Albuquerque. Knowing I’d need to represent Asian communities as a whole, I started with a traditional color palette with red and gold as primary colors to the design. Kristelle and I also spent a lot of time on what would really represent every culture the best and landed on the coin pictorial mark as a symbol of wealth for the more traditional portions of the communities.

Asian Expo & Marketplace is designed to build visibility and awareness of AAPI businesses and to celebrate Asian culture with three big events. The Business Expo, the New Mexico Asian Film Festival, and API Marketplace. As the first event ABC has hosted and first time event for the Asian Expo & Marketplace, I knew I had to open with an on-brand, culturally appropriate, eye-catching design. I started by curating an updated color palette and expanding the assets ABC had started with. I also worked closely with the ABC team on the Expos logo and visual assets to stay culturally appropriate and visually compelling throughout the designs found below.


The event was an absolute success bringing in thousands of patrons and even Ms. Erika Moritsugu, the White House Deputy Assistant to the President and Asian American and Pacific Islander Senior Liaison! I was truly honored to be able to contribute to this event and will forever cherish the experience.


Make sure to check out their website!

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