The 22nd Annual San Diego Asian Film Festival

After a year of virtual programming, the 22nd San Diego Asian Film Festival (SDAFF) returned in-theaters across San Diego County. This year’s unique identity was inspired by a post-pandemic vision that offered audiences a peek into a future filled with enticing opportunities and playful experimentation. Based on the illustration of Jinhwa Jang, an illustrator based in Seoul, SDAFF’s creative team developed a visual narrative that led viewers through portals into worlds full of endless possibilities.

 

Focus: Event Branding

Deliverables: Environmental Signage, Print, Animation

Client: Pacific Arts Movement, San Diego

 

Optimistic Future

As the Graphic Design Coordinator, my task was to translate the event branding into various digital and print assets that would be utilized for marketing campaigns, video productions, events, and merchandise. Additionally, I led a team of graphic design interns to produce additional graphic elements that I ensured accurately translated the excitement of the festival's brand style.

 

Fostering Excitement

The marketing team used social media platforms like Instagram, Facebook, Twitter, and Twitch to spread the news of the festival's arrival in theaters. After the graphics were designed, they were uploaded and set up in Canva for other team members to utilize.

 
 
 
 
 

Special Showcase

This year's festival featured special presentations that were specifically chosen for audiences to examine their enduring impulses to laugh, rebel, connect, and reimagine the world.

 
 

Film Winners

SDAFF hosts an Awards Gala to celebrate the best of Asian and Asian American cinema. Often described as the "Asian American Golden Globes,” the SDAFF Awards Gala is the most celebrated event of the film festival. Under the leadership of the Brand Designer, Stacey Uy, we created a new but adjacent brand identity for the event.

 
 
 
 
 

Team Roles

  • Jannah Maling, Graphic Design Coordinator

  • Stacey Uy, Brand Designer

  • Jinhwa Jang, Identity Illustrator

  • Chesiree Kattar, Digital Media Coordinator

  • Ellie Nguyen, Website Skinner

  • Grace Ramos, Video Production Coordinator

  • Carmela Prudencio, Marketing and Communications Director

 

Graphic Design Interns

  • Paulina Chan

  • Anny Cheng

  • James Diep

  • Erin Dong

  • Jules de la Guzman

  • Emily Wong

 
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