JASGA (Japan American Society of Greater Austin)
I was tasked with completely rebuilding the brand to better reflect the unique spirit of Austin, Texas and its Japanese community. With membership growth stagnant, I partnered with the new Executive Director to create a fresh brand identity, blending traditional Japanese concepts with a modern, playful twist. The new design elements were crafted to resonate with the vibrant people within the community, bringing a sense of energy and connection to the organization.
Logo
The JASGA logo had remained unchanged since 2005 and was in need of a revitalization. To reflect the organization’s deep ties to Japan, I incorporated the origami crane—a well known symbol of Japanese culture—into the logo. This not only brought a sense of playfulness but also introduced a universally recognized aspect of Japan, adding both cultural significance and visual appeal to the brand.​​​​​​​​​
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Branding
In addition to the logo's reflection of Japan, the chosen color palette draws inspiration from traditional Japanese pottery and art, with the inclusion of red to symbolize the rising sun. While rooted in tradition, these colors were reimagined to infuse the brand with a sense of youthfulness and fun. This is reflected in the graphic elements, such as the use of dots and circles, which add a dynamic and modern touch to the design while honoring the cultural heritage. Brand guidelines were provided along with prebuilt templates of various needed materials in Canva for future use.
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Digital Persona
As part of the brand reinvigoration, a series of events were organized, with photos taken to capture the vibrant personality of the organization. These images became the cornerstone of JASGA's new digital presence, infusing the brand with energy and fun. This shift breathed new life into the organization, transforming its previously serious and stagnant persona into one that feels dynamic and engaging. This is also seen on the redesigned website and various promotional materials.
