Medium. Brand
Client. CAAP
Title. Identity
Defining a visual identity for Contemporary Asian Australian Performance (CAAP) required investigation beyond the common stereotypes of Asian heritage and how it is expressed in contemporary Australian culture. Inspired by the question “What does it mean to have an Asian Australian identity?” we engaged friends and family to understand their personal stories, journeys to becoming Australians and most importantly what their ‘Asian Australian’ status meant to them. These insights revealed the importance of perspective, helping us establish four essential values within these perspectives: stories, experiences, culture and heritage.
The final mark is a combination of these values aligning with the four characters of the CAAP acronym, the ‘Asian’ and ‘Australian’ circles connected to obscure their sequence and unite as a single cultural identity.