CHINESE FOR AFFIRMATIVE ACTION

2010 annual report

As CAA forges new connections and strengthens old ties, it was our goal to communicate CAA’s dedication to its core values by developing a design system that emphasizes its continued stability and relationship with the community.

We feel that design of the annual report did just that; while harnessed the vitality and energy of the new year. 

Specs:
7.125” x 9.7967” // two PMS colors // offset printed

HYPHEN MAGAZINE
creative direction, brand strategy, editorial design, project management

Hyphen magazine is a nationally distributed, Asian-American arts, culture, media and social issue publication.

As creative director of Hyphen magazine, I direct a team of designers and photographers and am responsible for overseeing the brand identity of the organization at large, maintaining the design integrity of the publication and envisioning fresh new ways to engage the readership.

Responsibilities include managing a team of designers and photographers, working with the editorial team, crafting the concept of the cover shoot to match the theme of each issue, hiring all illustration, fine tuning the editorial layout, project management, setting deadlines, coordinating the production schedule with the editorial, photo and design teams, pre-press, pdf exporting and cultivating and maintaining working relationships with printers, to list a few.

CHINESE FOR AFFIRMATIVE ACTION
event program

The 42nd anniversary dinner is CAA’s premier event of the year.

This content-rich piece reflects upon the organization’s continued groundbreaking achievement throughout its forty two years and spotlighted the stories of the dinner’s honored guests, speakers and award recipients.

Specs:
8.5” x 11” // offset printed // two PMS colors on exterior // one PMS color interior // matte paper

NORTH EAST MEDICAL SERVICES
recruiting booklet

North East Medical Services is a non-profit community based health care center serving low to no income Asian language speakers in the San Francisco Bay Area.

The goal of this recruiting booklet was to entice out-of-area physicians and other health care professionals to move to the Bay Area and work for NEMS.

In order to maximize the reader’s engagement with the booklet, we employed a mix of bright, vibrant colors along with professionally taken photos of their friendly, medical staff. Stock photos highlight the wealth of activities in San Francisco and surrounding areas. Also, lively pull quotes and compelling content talk about the benefits of improving the quality of life for those in the community.

Specs:
9” x 5” // offset printed // gloss cover with UV & AQ coating

CHINESE FOR AFFIRMATIVE ACTION
event program

CAA’s 41th anniversary dinner is considered the hallmark of the year’s celebratory events.

This content-rich piece reflects upon the organization’s groundbreaking achievement throughout its forty one years and spotlighted the stories of the dinner’s honored guests, speakers and award recipients.

Specs:
8.5” x 11” // offset printed // two PMS colors on exterior // one PMS color interior // matte paper

CHINESE FOR AFFIRMATIVE ACTION
2009 annual report

As part of the 40th anniversary collateral developed for Chinese for Affirmative Action, we were asked to design an annual report for this banner year.

The design of the annual report presented its own set of unique challenges. The perimeters established directed us to ensure that the report was in keeping with the visual aesthetic established for this line of event collateral and yet maintain its own sense of individuality. The report would act as a stand alone promo piece which was aimed at a diverse audience; extending its reach from potential donors, current board members and community members at large.

In the end, we were able to create a highly successful piece of corporate communication that was conceptually representative of both the anniversary year and the CAA brand.

Specs:
7.125” x 8.875” folded // offset printed // two PMS color exterior on Howard linen paper // one PMS color interior on matte paper // double gatefolds within the interior

CAA VOICE
newletter redesign

CAA Voice, published semi-annually, is a bilingual publication reaching a diverse audience of donors, volunteers and community members at-large with a varying degree of English language proficiency.

CAA Voice, while informative and cleanly laid out, was in dire need for restructuring. The main design flaw was that it stymied Chinese-only readers from engaging with the newsletter. In order to correct this issue, and keep within CAA’s limited budget, a mini-redesign was in order.

We refocused the design direction of the newsletter so that it easily presents its information in a cohesive, visually compelling and fairly balanced way to both audiences. In doing so, we created a stronger, more viable means of communication that better fit the language accessibility needs of CAA’s audience.

Specs:
8.5” x 11” folded // offset printed // one PMS + black cover // black only interior

CHINESE FOR AFFIRMATIVE ACTION
2007 annual report

The goal of CAA’s 2007 annual report was to design a dynamic product highlighting the year’s achievements in a bilingual format.

The annual report used interesting photography, bold and descriptive pull quotes and strong visual elements which, worked together to create an engaging, clear piece of corporate communication.

Specs:
8.5” x 11” // digital printing // 3 color cover // 2 color interior

CHINESE FOR AFFIRMATIVE ACTION
event program

CAA’s 40th anniversary dinner is considered the crown jewel of the year’s celebratory events.

This content-rich piece showcased the organization’s groundbreaking achievement throughout its forty years and spotlighted the stories of the dinner’s honored guests, speakers and award recipients.

Specs:
8.5” x 11” // offset printed // two PMS colors exterior // one PMS color interior // matte paper

JPG Magazine
media kit

JPG Magazine is a monthly publication with entirely user-generated content.

For this media kit we showcased a selection of published photos and sprinkled in demographic information to draw the potential advertiser in.

Specs:
8.5” x 11” // digital printing

Everywhere Magazine
media kit

Everywhere Magazine was a monthly travel publication that drew its content from a diverse, member-driven international community of talented writers and photographers.

The media kit played on the theme of travel by pairing member-generated photography with the visual element of flight lines to create a piece evocative of its tag line, “Travel is all around you”.

Specs:
8.5” x 11” // digital printing

CHINA STUDY ABROAD
program catalog

CSA (China Study Abroad) is a student travel and study organization based in Beijing. They create custom-tailored educational packages primarily marketed to college-aged students and business professional in English-speaking countries.

The catalog serves as the touchstone of the organization and is a primary tool to recruit new students. The catalog was designed to showcase the variety of services and programs provided by CSA and give an overview of the provinces in China. To achieve this, we used a lively mix of stock and student-generated photography, an energetic color palette and  youthful editorial layouts to simulate the travel experience for the reader.

Specs:
8” x 12” // digital printing // 80 pages

CHINA STUDY ABROAD
branded program brochures

CSA is a student travel and study organization based in Beijing. They create custom-tailored educational packages primarily marketed to college-aged students and business professional in English-speaking countries.

The program brochures were designed in keeping with the new brand experience created when developing the catalog.

Specs:
8.5” x 11” // digital printing