Brand Identity | Innergeneration
Designing from the inside out
This project felt like my debut as an artist.
Coming from a background rooted in design and tech, I spent years struggling to call myself an artist. No formal training, no degree, just curiosity and a stubborn commitment to seeing how far I could go with a paintbrush. Innergeneration changed that.
I came on as the lead designer for a Canada Council-funded creative platform celebrating the experiences of second-generation Asian immigrants through poetry, music, dance, comedy, and visual art. But somewhere along the way, the line between designer and artist disappeared entirely. I built the brand from scratch, designed the website, created the social graphics, laid out the magazine, designed the tickets, painted the event poster and magazine cover, and curated the colour palette that informed the stage lighting and even the clothes we wore during the shows.
To be recognized in that room, not just as the person who made it look good but as a Filipina woman and a creative in my own right, felt deeply affirming. This project lives close to my heart.
A brand built from memory, identity, and cultural rootedness
Project Scope
Innergeneration brought together over 25 artists across multiple cities and shows, growing beyond what any of us initially imagined. In the first year I joined after funding was secured, quickly becoming a core part of the team. By the second year, I was part of the group pitching to the Canada Council for continued funding, a reflection of how much my role had grown within the project.
The visual identity I developed was rooted in continuity and cultural memory, using lotus forms and circular motifs to reflect themes of growth and shared experience. That language extended consistently from the digital space into every in-person moment, because the brand wasn't just something people saw online. It was something they walked into.
Branding Identity
Brand identity & website
From logo to live event
I designed the full brand identity in Illustrator, then built the website in Figma to highlight artist bios, event details, and ticketing. I laid out the printed magazine in InDesign, designed posters, tickets, and signage, and provided art direction for stage visuals and lighting so the energy in the room echoed the visual tone we had set.
As a featured artist in the shows, I also contributed original oil paintings for the event poster and magazine cover, bringing my own creative voice directly into the work rather than standing behind it.
The result was a cohesive experience that felt intentional from the first Instagram post to the last moment of every show.
My Role
Lead Designer & Featured Artist
Live page & related projects
Tools
Figma, illustrator, inDesign, oil paint
Collaborators
Videographers, photographers, lighting artist, copy, and the Innergeneration artist collective
Deliverables
Full brand identity system for digital and print
Responsive website with ticketing
Printed magazine across all shows
Event branding including posters, tickets, signage, and marketing materials
Stage visuals and on-screen elements
Original oil paintings for poster and magazine cover
Social media templates
Innergeneration taught me that the most powerful design comes from work you are personally inside of. When you understand the story from the inside, it shows in every detail, down to the colour of the lights.
