Seattle Asian American Film Festival

For the 2026 Seattle Asian American Film Festival, I proposed and developed the festival’s central creative theme, “Fate (In-Yeon) & Interconnectedness,” inspired by the shared cultural belief across Asian diasporic communities that people and stories are bound by invisible threads of connection. This concept became the foundation for a full visual identity redesign in collaboration with the festival’s creative team. I led the visual strategy and co-developed a new design system that reimagined the festival’s look and feel across all platforms, translating the theme into a cohesive visual language through experimental typography, texture, collage, and symbolic motifs that express connection, memory, and shared lineage. My role spans social media management, festival marketing assets, and merchandise concept development, ensuring consistency and accessibility across print, digital, and social channels. I work closely with the marketing and programming teams to align the visual identity with film programming, community partnerships, and audience engagement. In partnership with organizations such as Wing Luke Museum, ACRS, and JACL, I also create cross-promotional campaign assets that extend the festival’s reach into the broader community. This project reflects my approach as a multidisciplinary designer: combining conceptual thinking, cultural research, and collaborative design to build a visual identity that represents the Asian American diaspora while supporting a large-scale public arts event reaching over 12,000+ attendees. Scope of work included: Festival theme creation: Fate (In-Yeon) & Interconnectedness Full visual identity redesign (with creative team) Art direction & design system development Social media strategy & campaign design Posters, digital & print marketing assets Merchandise concepting Cross-team collaboration with marketing & programming Partner campaign visuals & community outreach