CATEGORY: CREATIVE DIRECTION

YEAR: 2016-2017

MAASU 2017

The Midwest Asian American Students Union (MAASU) is an annual conference hosted at a different Midwestern university every year. The University of Michigan won the bid to host the 2017 conference.

logo

THE CONFERENCE + MY ROLE

MAASU works to recognize the needs of the Asian American community by assisting schools with the establishment of Asian American student organizations, promoting leadership among students, addressing educational needs and rights of the Asian American community, and developing a channel of communication among Asian American student organizations in the Midwest.

As creative director for the conference's executive planning committee I was responsible for conceiving and designing all the aesthetic and branding related material for the conference. As the examples below show, this spanned across many forms of media such as digital marketing materials, board photo shoots and theme, physical apparel, print media, and a 6 minute opening ceremony video.

logo

The Logo

DESIGN CONCEPT

In the begginings of when MAASU 2017's executive planning committe, the quote: "Roots that ground us branches that connect us, colors that inspire us." was conceived and later became the three pillars of our conferece: Ground. Connect. Inspire. 

The tree imagery depicted in the quote guided inspiration for the logo. I turned to the ginko tree, a prominent symbol in asian culture with its iconic leaves, to further inform the design of the logo. I wanted to pay homage to my own Japanese roots and used the city of Tokyo's symbol as a starting point for the design. The three petals of the final logo each represent one of the original quote's pillars and the colors chosen symbolize the diverse experiences that exist within the asian identity, much like how the primary colors can be used to create near vast mixtures of other colors.

united we stand powerpoint

THE THEME

As one of MAASU's missions is to "unite and strengthen the A/PIA community's stance against all forms of oppression," #UnitedWeStand is aimed towards uniting the A/PIA community with one another to discover the history of our roots and our identities that serve as the grounds of current social justice movements. The conference aims to provide an inclusive space where we are able to strengthen our connections with other people of color and people with diverse religions, abilities, sexualities, and experiences, to unite for the common causes of intersectionality and bettering the quality of our lives.

Apparel

Apparel

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Executive Planning Committee Headshots

Executive Planning Committee Headshots

board headshots

Additional Branding

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WELCOME BOOKLET

SNAPCHAT FILTER

packing list

PACKING LIST

OPENING CEREMONY VIDEO

MUSIC

In organizing the MAASU Spring Conference 2017 the Executive Planning Committee envisioned a conference that emphasized the diversity of individuals, narratives, and experiences within the A/PIA community.

This video, debuting at the Opening Ceremony, asked the featured individuals about their passions and how their identities have played a role in navigating their experiences.

VIDEO CREDITS

Director, Producer & Editor: Stone Stewart

Shot by: Lingene Yang, Christina Oh, Cindy Ding, Stone Stewart

Featuring: Yimeng Zhao, Stone Stewart, Ryan Jimenez, Chithrini Sivashankar

Special Thanks to: Adam Brodnax, Paige Goetz, Jaime Cheung, Connor Wood,

University of Michigan Fencing Club, Element 1, Yoni Ki Baat (YKB), and all of MAASU 2017 EPC & ECC

University of Michigan Fencing Club, Element 1, Yoni Ki Baat (YKB), and all of MAASU 2017 EPC & ECC

Music:

DNA - Akira Kosemura

Alone in Kyoto - Air

More Selected Works

芽 - méPhotography

PeekArchitecture

Dear Tokyo,Photography

blue tide 青潮Photography

Unique PrintsPhotography

InakaPhotography

You - MePhotography

MAASU 2017Creative Direction