DURATION
1 year, September 2017 – May 2018
MY ROLE
Public Relations Chair
Asian American Association
As a Public Relations officer for the Asian American Association (AAA), I designed promotional materials using Adobe Illustrator and Photoshop to showcase our organization's cultural and social events on social media.
Facebook Event Banners
AAA hosted a variety of social and cultural events ranging from a formal senior send-off to a festival celebrating the Lunar New Year. The events typically had around 30+ attendees and were advertised on social media through our Facebook page/group and Instagram.
Lunar New Year Festival Event Banner
Paris Super Crepes Fundraiser
AAA New Officer Mixer
Purvi Patel Guest Speaker Event
Succeeding in Western Work Culture Workshop
AAA Presents Formal: Captured in a Dream
33rd Annual Fashion Show
I had the chance to create branding for the annual Fashion Show event by developing the logo and style choices for the t-shirt and booklet.
The theme and title of the show were "new beginnings," so I explored ideas ranging from the metamorphosis of a butterfly in my first iteration to a blooming flower with colors relating to a phoenix rising from the ashes in my second iteration.
AAA Fashion Show: New Beginnings Facebook Event Page
Preliminary Logo Concepts
When I first heard the theme was "new beginnings" I immediately had the image of a butterfly pop into my head. Since butterflies start as caterpillars, I thought it was fitting that a caterpillar is on its journey to a new beginning as a butterfly through its metamorphosis.
Butterfly logo 1
Butterfly logo 2
Butterfly logo 3
For the second concept, I created a flower-like image and utilized color because the event would be promoted heavily through social media and teasers, and having a logo that stands out would be important in catching people's attention.
Similar to the idea of a caterpillar transforming into a butterfly, flowers first start as seeds before blooming into the beautiful part of nature that they are.
Flower logo 1
Flower logo 2
Flower logo 3
Final Logo Design
After consulting with the Fashion Show Coordinators with the first round of designs, they decided to go with my second concept because the shape and style of the logo were a better fit for their needs. I then refined the logo and placement of the text.
I specifically chose a bright red gradient for the logo to also symbolize a phoenix rising from the ashes. This, too, conveys the meaning of a "new beginning" as we emerge from our struggles as stronger people ready to face whatever is in store.
Apparel Shots
The logo was also used for the fashion show member t-shirts along with a jacket for the dance coordinators.
T-Shirt design
Jacket design
Close-up of logo on jacket
