Innergeneration
Brand Identity & Website
InnerGenerational is a multimedia initiative celebrating second‑generation Asian identity and creativity across North America. Funded by the Canada Council, it brought together poetry, music, dance, comedy, and visual art to foster dialogue and cultural connection. I led the visual branding, designed the responsive digital presence, and created a printed magazine—shaping how the narratives were shared, experienced, and remembered.
Related projects:
Innergeneration Magazine Print
Branding Identity
Summary of Project
Project: InnerGenerational Trauma & Healing is a project funded by Canada Council for the Arts to showcase second-generation Asian immigrants experiences in America and engage communities through poetry, music, comedy, dance, and visual art.
Industry: Arts and entertainment
Context: Ruth Susi was selected as one of the artist to showcase her art and was also in charge of creating the brand identity, the design and development of the website and the layout design of the magazine.
Tools used: Figma, Adobe Photoshop, Adobe Illustrator, Adobe inDesign
The task
To create a brand identity that represented all cultures of Asian descent in a way that invites exciting, dramatic, and a sense of home feeling.
Before creating the brand identity, we must ask these questions:
What do we want to be recognize for? What story are we trying to tell?
Who is our target audience? and How do we want to make them feel?
Moodboard
What story are we trying to tell?
It’s important that all Asian cultures were properly presented that ties to the symbol of unity, growth, and community. To portray this, Ruth came up with a variety of logos containing the Lotus as a sign of growth or rebirth, and the circular sign to portray unity and community.
Colour Palette
What do we want to be recognize for?
The project “Innergenerational: Trauma & Healing” is formed by a group of artists of Asian heritage that showcases their experiences as immigrant children navigating life in America.
Portraying Asian culture and struggles of being an asian artist must play a major role in the brand representation. To achieve this, designer Ruth Susi gathered information on who the artist were, their cultures, and what they wanted to represent to ensure all Asian cultures were properly presented.
Logo Creation
Who is our target audience? and How do we want to make them feel?
Innergenerational’s target audience are youth with similar experiences and of asian heritage or background that are also aspiring to be artists. The brand needed to be young, trendy, and modern. This was achieved by selecting colours that are familiar in the asian culture, choosing a modern and trendy typography and ensuring all design assets are on brand.