Creative Role & Responsibilities
As a design student at MICA, I partnered with Aaron Fay from Pentagram to develop a conceptual brand identity for a social cause. I chose to focus on DACA; Deferred Action Childhood Arrival. A program aimed at helping undocumented students achieve a higher learning, obtain a work authorization along with a drivers license. During my time collaborating with Aaron Fay I developed a flexible design system that allowed us to develop a unifying look and feel for this movement. I developed and created a logo system, a website, stationary set, a color palette, and spatial branding components.
Design Skills: Logo Design, Color Theory, Animation, Brand Identity, Website Design, Merchandise & Product Design.
During the Spring Semester of 2018 I was privileged to work with Aaron Fay; designer and Partner at Pentagram, in New York City. We worked together to develop a brand identity for a social movement and cause. Naturally, as an immigrant myself, I wanted to contribute to the “Deferred Action Childhood Arrival” program, which paved way for young undocumented children who were brought to the United States against their will by their family, to have an equal opportunity of obtaining a higher education, work as a lawful alien, and hold a drivers license. These are are privileges that some natural born citizen take for granted. However, for these DACA recipients, these privileges have the power to change their lives and allow them to pursue their American Dream.
One of the main issues encountered during the case study was the name of the movement. There were already pre-established hashtags and slogans that supported the DACA movement such as Dreamers, Undocumented and Unafraid, DACA, and others of that nature. Developing a flexible and universal logo and identity system was key in terms of branding as we wanted to use the logo as a universal blanket for other immigrants from other countries and nationalities to be able to identify with this social movement.
Developing a guerrilla marketing strategy allowed us to develop captivating visuals and merchandise. Being undocumented can be a large pill to swallow. Therefore using that same train of thought we developed icons that help represented that notion.
