A.W.A.R.E.
About:
A.W.A.R.E. (Always Watching for Asian Rights & Equality) is a Sacramento-based community-watch program designed to combat anti-Asian hate crimes by partnering with and incentivizing local businesses to actively protect community members. I served as lead designer on the campaign, overseeing the full development of the brand and its supporting materials from concept to presentation.
Roles: Lead UI Designer & Graphic Designer of a 4-person design team
Deliverables:
a magazine editorial
campaign design pitch
website UI (both desktop and mobile)
postcards
flyers
merchandise
campaign logistics
campaign sponsorships
campaign budget
Research & Editorial Design
I researched the rising hate against Asian-Americans caused by the impact of the spread of the coronavirus. My team and I collaborated to write a four-page article on anti-Asian hate. Each of us designed our own spreads for an editorial magazine. Below is my editorial design that I did in one try. I copy-and-pasted the copy from the shared Google Doc.
Campaign Design Proposal
My team and I designed the campaign pitch on InDesign. It shows the brand identity, website designs, printed visuals, merchandise, logistics, budget, and sponsorships.
Website Design
Using the brand colors, I designed the desktop and mobile versions of the website in two weeks using Adobe Illustrator. I also used stock photography from Pexels.com, along with my own photos of my Asian-American roommates, Ariel Hilomen and Jane Tai. My goal in using stock photography was to use Asian people to show our target demographic. While these photos were originally taken in full color, I used a black-and-white filter to match the brand colors and to make the feelings more serious and intense. In both versions, I created a home page, an about page, a sign-up page, an information page, a shop page, and a report page. Each page was designed with resourcefulness, inclusivity, and accessibility in mind.
Desktop Version:
Mobile Version:
Merchandise Design
I designed merchandise that was meant to spread awareness about our campaign and keep people safe. Read why each merchandise was intentionally designed to be part of our campaign.
The Official Staff Vest shows that an employee will intercept acts of discrimination or a hate crime.
Our QR-coded stickers signify to people that the business is participating in our community-watch program, providing relief to visitors, which can also bring more business to the store/eatery. These also come in our other brand colors.
Flashlight keychains will be especially useful in dangerous environments while traveling at night.
This small stress cube helps users feel more at ease while traveling through dangerous areas. It is small because it is meant to be travel-friendly and fit in pockets to be discreet about feeling nervous and wary.
Rechargeable phone cases are great for keeping the battery of your phone recharged, which may come in handy in case there is an emergency or a hate crime to report.
Our official hats let people know that the wearer knows about your mission and will do something if they see someone getting discriminated against or witness a hate crime.
