Brand Identity | Innergeneration
A brand built from memory, identity, and cultural rootedness
This project felt like my debut as an artist.
Coming from a background in design and tech, I spent years struggling to call myself one. 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 joined as the lead designer for a Canada Council-funded platform celebrating the experiences of second-generation Asian immigrants through poetry, music, dance, comedy, and visual art. Over time, the line between designer and artist began to blur. I built the brand from the ground up and brought it to life across web, print, social, and the physical event itself, from the website and magazine to the poster, stage visuals, and overall art direction.
To be recognized in that room not just as the person behind the design, but as a Filipina woman and a creative in my own right, felt deeply affirming. This project lives close to me.
Role
Art director, lead designer, featured artist
Scope
Brand identity, art direction, website design, editorial design, event design, social, print production
Branding Identity
Challenge
Innergeneration was growing into a multi-city, multi-disciplinary platform, bringing together over 25 artists across poetry, music, dance, comedy, and visual art. The challenge was creating an identity that could hold this range while still feeling cohesive, intentional, and culturally resonant across both digital and in-person experiences.
Solution
I developed a visual identity rooted in continuity and cultural memory, using lotus forms and circular motifs to reflect growth and shared experience. The system translated seamlessly across web, print, and live environments.
I brought it to life across every touchpoint, from the website and printed magazine to event materials and stage visuals, shaping how the project was experienced. This included working closely with photographers, videographers, lighting artists, writers, and the Innergeneration artist collective to carry the visual direction across every medium.
I also contributed original oil paintings for the event poster and magazine cover, integrating my own artistic voice directly into the work.
Impact
The result was a cohesive and immersive experience that carried from digital touchpoints into live events, helping Innergeneration feel unified and intentional as it scaled.
The project expanded to include over 25 artists across multiple cities, with continued Canada Council support and a growing presence within the creative community.
For me, it marked a shift from designing for the work to being part of it.