Personal Branding
Summer 2020: decided to more deeply reflect on how to convey my own story, background, and identity visually through developing my personal brand. I spent half of my childhood in Asia and half in the United States – I wanted this duality to peek through. I also wanted to meld both my love for doodling as a kid with my current focus on digital creation, ultimately leading to a wordmark created on Adobe Sketch with a sans serif font pairing.
Work Focus
Visual Identity
Role
Brand Designer
Timeline
July 2020
These are the colors of my story – "Blacklight" and "The Beijinger" bring to life my childhood homes in Taipei and Beijing. "Seashell" is a nod to coming of age alongside the beaches of Southern California, and "SoHo" is inspired by favorite city, the Big Apple.
My central wordmark below is developed from my Chinese name, Chen Yu-Hsuan. It's been a topic of mispronunciation and confusion, but also grasps at the core of who I am. Reinventing the Mandarin characters is about breaking the molds of a traditional Chinese identity with my Western upbringing, but never forgetting my roots.
And that's me.
Thinking about who you are when presented to the world is a daunting task– but one I wanted to challenge myself to embrace.
