csacover

OVERVIEW

OVERVIEW

Revitalizing the campus presence of the Chinese Student Association at the University of Washington.

Revitalizing the campus presence of the Chinese Student Association at the University of Washington.

Revitalizing the campus presence of the Chinese Student Association at the University of Washington.

Throughout my first school year as an officer of the Chinese Student Association (CSA) at UW Seattle, I noticed the ineffectiveness of our logo. I took on this project of updating our logo in order to freshen up CSA's brand identity and campus presence. 

Throughout my first school year as an officer of the Chinese Student Association (CSA) at UW Seattle, I noticed the ineffectiveness of our logo. I took on this project of updating our logo in order to freshen up CSA's brand identity and campus presence. 

Throughout my first school year as an officer of the Chinese Student Association (CSA) at UW Seattle, I noticed the ineffectiveness of our logo. I took on this project of updating our logo in order to freshen up CSA's brand identity and campus presence. 

Timeline
May 2017 – Aug 2017

 TIMELINE
May 2017 – Aug 2017

 TIMELINE
May 2017 – Aug 2017

TIMELINE   May 2017 – Aug 2017

TIMELINE   May 2017 – Aug 2017

Context
Student organization project

 CONTEXT
Student organization project

CONTEXT 
Student organization project

CONTEXT   Student organization project

CONTEXT   Student organization project

Individual Project
Supervised by
Carly Cheng

INDIVIDUAL PROJECT
Supervised by
Carly Cheng

INDIVIDUAL PROJECT
Supervised by
Carly Cheng

INDIVIDUAL PROJECT   Supervised by Carly Cheng

INDIVIDUAL PROJECT   Supervised by Carly Cheng

CHALLENGE

CHALLENGE

Originally, the previous CSA logo was of a jade dragon with an embellishment on the left side. This logo was not visually unique or recognizable, did not effectively represent Chinese culture in an appealing way, and did not capture the spirit of CSA as a student organization.

The previous CSA logo was of a jade dragon with an embellishment on the left side. Originally, it did not effectively represent Chinese culture in a visually appealing way, and was also not very recognizable.

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SOLUTION

SOLUTION

The rebranding of CSA honors the previous logo by reusing the cultural symbol of a dragon but in a more modern and fresh way, representing the traditional yet contemporary energy of CSA and giving CSA a more recognizable outward presence within the UW community.

Honoring the previous logo by reusing the cultural symbol of a dragon, this rebranding has a more modern and fresh look, giving CSA a more recognizable presence within the UW community.

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IDEATION

I began ideating by brainstorming elements of Chinese culture and sketching various ideas based on select Chinese symbols. After exploring some ideas with lanterns and flower knots, I eventually returned to the original logo's element of a dragon.

csa2
csa1

ITERATION

FINAL PROTOTYPE

I created my interactive prototype using InVision for the first time. Check it out below!

After choosing a final concept, I sketched the logo in more detail, then turned it into a vector using Illustrator. Through several rounds of feedback and iteration, the final logo on the right was created.

FINAL PROTOTYPE

I created my interactive prototype using InVision for the first time. Check it out below!

portfolio-02

DELIVERABLES

FINAL PROTOTYPE

I created my interactive prototype using InVision for the first time. Check it out below!

My final deliverables were an organized Google Drive library of branding assets accesible for all officers, as well as a brand book consisting of design elements such as the final logo, primary colors, typography, and approved logo usage. Below are samples from the book.

FINAL PROTOTYPE

I created my interactive prototype using InVision for the first time. Check it out below!

Brand Book5
Brand Book10
Brand Book7
Brand Book11

ADDITIONAL BRANDING 

FINAL PROTOTYPE

I created my interactive prototype using InVision for the first time. Check it out below!

Below are our membership cards and t-shirts, which have been printed and distributed to 100+ members and officers.

FINAL PROTOTYPE

I created my interactive prototype using InVision for the first time. Check it out below!

portfolio cards
T-Shirt MockUp copy

IMPACT

FINAL PROTOTYPE

I created my interactive prototype using InVision for the first time. Check it out below!

The success of the rebranding can be qualitatively measured, such as officers commenting on the "much-needed improvement" or event-goers recognizing and complimenting the logo.

FINAL PROTOTYPE

I created my interactive prototype using InVision for the first time. Check it out below!

csa banner edited portfolio

REFLECTION

Before this project, I didn't realize how branding can have such a large impact on a community. I was able to feel the change of CSA's presence immediately after the branding, both externally among the public, and internally within the officers.

I'm also very honored to be a part of CSA UW's history, having changed the face of CSA for however many years to come – and I can't wait to see what future generations do.

If I could have done this project differently, here is what I would've done:

  • Collaborate more with CSA officers on the development of the logo
    (such as by doing a group brainstorm!)
  • Do "testing" by asking members of the general public what they think of the rebranding
  • Survey officers and asking what Chinese culture means to them

Thanks for reading!