AANHPI Heritage Month NBC
Company-wide branding for Asian American Pacific Islander Month for NBCUniversal
For NBCUniversalβs 2025 AANHPI Heritage Month, I led the end-to-end rebrand of the company-wide celebrationβdeveloping a bold, scalable identity system deployed across all NBCU networks and internal platforms. Rooted in cultural motifs and typographic storytelling, the system balances corporate clarity with cultural nuance, anchored by a unifying βAMPLIFYβ mark and a modular layout framework designed to adapt seamlessly across social media, broadcast graphics, internal events, and large-scale OOH displays. More than a visual campaign, the project offered a way to distill culturally-rooted narratives into an expansive, high-impact system that honors both identity and intention. As someone of Asian heritage, the work also carried personal significanceβallowing me to shape a visual language that felt both resonant and representative.
Year: 2025
NBC Universal Team: Calvin Chu (VP Cable Creative), Edward Yoo Pokropski (Senior Producer), Veronica Cepero (VP Cable Marketing)
Studio Partner: Makine Studios
Role: Art Director, Brand Identity Designer
NBCU Cable Entertainment Creative Intern
Skills: Art Direction, Branding, Typography, Typography, Cross-Platform Campaign Execution, Broadcast Graphics, Content Design, OOH Design, Cross-Functional Collaboration
NBCU Company Wide Email Newsletter
Final campaign style frames across key touchpoints
OOH digital displayed at 30 Rockefeller, NBCU New York Office
Art direction and creative feedback provided to studio partner
Markup and sketches for rounds of feedback
Repositioning a Legacy System
Tasked with with an AANHPI campaign refresh, I reimagined the visual identity from the ground upβshifting from a flat, non-culturally-specific look to a unified, scalable brand system with longevity, clarity, and cultural integrity across NBCUniversalβs cable networks.
Iteration Through Cross-Functional Collaboration
Working closely with NBCUβs DEI and creative leadsβas well as external studio partnersβI directed multiple rounds of visual development, providing strategic feedback and refining the design language. I led the presentation of creative proposals across key stakeholders, navigating internal reviews to align vision, ensure clarity, and maintain cohesion throughout the campaign.
Designing for Representation at Scale
One of the most critical challenges was ensuring the campaign honored the full spectrum of AANHPI identities without defaulting to oversimplified or tokenistic motifs. The system was designed to be modular and intentionally open, allowing for layered, inclusive storytelling across internal and public-facing content.
Before: NBCU AANHPI Campaign 2024
After: NBCU AANHPI Campaign 2025
