The 24th Annual San Diego Asian Film Festival
For 2023, the 24th San Diego Asian Film Festival (SDAFF) invited viewers to embrace every emotion - to learn, laugh, cry, and be moved. This year’s identity called us all to own our monstrosity and live in our villain era. As a community, we leaned into the chaotic unrest and reveled in the messy unpolished forms we take on. Based on the illustration of Eunjoo Hong, Hyungjae Kim, and Yelin Yi, graphic designers based in Seoul, SDAFF’s creative team developed a visual narrative filled with all shock value and “look at me” attitude.
Focus: Event Branding
Deliverables: Environmental Signage, Print, Animation, Social Media
Client: Pacific Arts Movement, San Diego
Entering Our Villian Era
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. We explored what it meant to live in our “villian era” and wave a glamorous middle finger at what people expect Asian and Asian Americans to be.
Social Media Engagement
The marketing team strategically leveraged various social media platforms, including Instagram and Facebook, to amplify the festival's enthusiasm. Alongside the social media and video production team, the graphic design team designed assets and templates that everyone used to create new and exciting content.
Mischevious Creatures
I endeavored to breathe life into each character by accentuating their unique personalities. Whether playfully peeking, gracefully floating through the air, or whimsically twirling around, my goal was to infuse a delightful and playful spirit into this year's film festival.
Team Roles
Jannah Maling, Graphic Design Coordinator
Stacey Uy, Brand Designer
Eunjoo Hong, Hyungjae Kim, and Yelin Yi, Identity Illustrators
Nina Cristobal, Publication Designer
Jenny Thuyduyen Tran, Social Media Coordinator
Ellie Nguyen, Website Skinner
Henry Liu, Video Production Coordinator
Carmela Prudencio, Marketing and Communications Director
Graphic Design Team
Emily Wong, Graphic Designer
Korina Cobb, Graphic Designer
Zach Fianza, Graphic Designer
Jemima Goodson, Graphic Design Intern
Emily Nguyen, Graphic Design Intern
Brynn O’Quinn, Graphic Design Intern
