Understory
BRAND IDENTITY - ENVIRONMENTAL DESIGN
Design Brief
Understory focused on uncover the “hidden stories” of the underserved and minorities. Our mission is to serve as the voice for the unheard.
The brand's target audience consists of individuals committed to the empowerment of underserved communities. People who seek to uncover the injustices and inequalities often overlooked by mainstream media. This platform serves as a vital space where people can connect, empathize, inspire, empower, and amplify their own stories.
Logo Development
Keyword: Hidden, under, uncover, layers, humanity.
Design System
The design system finds a balance between hand-crafted textures and digital graphics. The chosen typography communicates a sense of boldness, modernity, and confidence, while the color palette evokes warmth, culture, and tradition. Finally, the dragon imagery draws specific inspiration from Southeast Asian zodiac signs and symbols of power."
Business Card Development
Red Pocket Inspiration
In Vietnamese & many other Asian cultures, people exchange red pockets, often during the Lunar New Year & other festive occasions as a gesture of wishing the recipient good luck and happiness.
The Red Pocket has always been my favorite Vietnamese tradition. I aim to embrace this cultural aspect by making it integral to my design identity. Just as the Red Pocket bestows luck and prosperity upon the recipient, I intend to be the fortunate and valuable addition to your team.
Money Resume
A Red Pocket is incomplete without the gift of money. To stay true to the tradition, I created 'my own currency,' which is a condensed version of my resume, symbolizing the value I bring.
