As a volunteer Brand Designer, I work with local businesses and the Head of Creative on a variety of projects from merchandise design, logo design, to marketing design, and brand identity strategy.

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MADE IN CHINATOWN x SOFT SWERVE

Collaborative merch for Soft Swerve, an ice cream shop at 85 Allen Street. Inspired by the interconnectedness of a local community via food.

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"Food Builds bridges. If you can eat with someone, you can learn from them, and when you learn from them, you make big changes." The late, iconic Chef Leah Chase’s quote hugs the outlines of this illustration. One of the co-founders’ favorite things about starting Soft Swerve is the diversity of their customers, and how ice cream can bring people together from near and far.

I pulled inspiration from the quirky personalities of small architectural human figurines, Humans of New York portraits, the miniature worlds of Tanaka Tasuya, and the way humans explore outdoor spaces; activities like hiking, climbing, biking, surfing, resting, etc. The merch color palette highlights Soft Swerve’s three most popular flavors: Matcha, Ube, and Hong Kong Milk Tea. 

The more I stared, I imagined soft serve swirls as fresh mountain peaks, and pictured the beauty of juxtaposing a long hike through those mountains with moments to rest and recharge in nature.

We placed these Chinatown neighbors on that mountain, enjoying the curves and nooks of each cone. Hand-drawn illustration enhances the human tenderness of community and one-of-a-kind joy we get from the first bite of something delicious.

WELCOME TO CHINATOWN x 2020 US CENSUS

A 5-week series of Instagram evergreen and story designs in collaboration with the US Census, in efforts to spread awareness and increase 2020 Census data representation for the Asian community, a racial group with consistently low turnout.

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MADE IN CHINATOWN x FAY DA BAKERY

A high-resolution scan of Fay Da Bakery’s square slice of raisin bread with all of its textures and crumbs, a classic item that has been near and dear to my Childhood.

Incorporating Fay Da's signature checkered green stripe and ribbon logo, the front pocket also features a drawing of the iconic square raisin bread loaf, cradled by their plastic bag case and a twisted knot on top.