Despite their large size (about 6% of the US Population), Asian Americans remain one of the most politically under–organized, under–engaged, and under–represented constituencies. Citizen Engagement Lab created 18MR to engage the 18 million Asians and Pacific Islanders in the United States.
The organization was founded to promote APIA civic engagement by leveraging the power of technology and social media. I worked with the director to create a brand that is fun, playful, and flexible for their edgy online and offline campaigns.
18MR's identity system was created to be flexible and memorable through its distinct combination of shapes, colors, and typography. This makes it easy for the organization to quickly run t-shirt giveaway campaigns and quick print jobs.
Citizen Engagement Lab has gone on to run an innovative social media campaigns that play off of memes.