The assignment was to create a brand that functioned as an industry disruptor that brought something new to the table in any given industry. Through research, user interviews, and exploration, we had to flesh out the brand by defining what the business did and how it stood out amongst its competitors and how we would be able to show that through the visual identity of the brand. The deliverables were a logo and visual identity for the brand, and for my particular direction I provided an app prototype, advertisements, and video walkthrough.

This project was inspired by my personal experience, when I am studying in the U.S., I realize some people still misunderstand what Chinese students are. According to my survey, most of American people believe Chinese students are quiet, Chinese students eat dogs, and some Chinese students are good at math.

But after I interviewed my Chinese friends, I found out several truths to reveal those stereotypes are incorrect. They said we are far from quiet; we are inclusive and open minded…. For the poster which you can see I introduced the collage style to make them look more interesting and add some fresh graphic flavor. And different colors are reflective of different personalities. The logo was inspired by the Chinese stamp which I twisted into hexagon shape, each side also represents each student.