Sahayata
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This is a school project to create a fictional organization that explores future possibilities for sociopolitical change. I used my research findings to design a messaging campaign for an organization that aims to aid rising queer and trans South Asian artists. Thank you Meg Quarton for the guidance through this 11 week project
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brand development, logo design, brand guidelines, mission statement, social media strategy and content creation
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11 weeks
Mission Statement
Sahayata aims to break barriers and amplify Queer and Trans South Asian artistry to provide representation and opportunity.
Importance
South Asian artistry is unique and lacks proper representation in Western media. It is important to create Queer and trans South Asian representation within the arts to foster a sense of self and combat loneliness within the queer/trans South Asian community. Simply existing as a queer/trans South Asian artist is inherently political given the controversy and barrier that it comes with.
Audience
Queer and Trans South Asian up-and-coming Artists
MY PROCESS
MY PROCESS
Process
I began by creating a mood board and Pinterest board to get my ideas flowing! Then I started designing the logo by making 20-30 thumbnail sketches. I got feedback from my professor and peers who helped me narrow it down to three designs that I further developed on Adobe Illustrator. This lead me to choose a final iteration that I continued to develop until I was satisfied.
Logo Sketches
Research: Primary Source
Amit Patel is Queer Indian American dancer, director and storyteller based in Fremont, California. His work breaks barriers by combining his Indian dance training with Western dance styles and defying norms of gender expression.
In this interview Patel talks about experience in combining the three major components of his identity to pioneer styles called “Indian contemporary” and “Bollywood Heels”.
Opportunities
Having a strong TikTok presence will be a great way to reach a large audience. The organization would include podcasts, fundraisers, networking events, advocacy, and more promotional media.
