YouTube Music celebrated Asian and AAPI artists and industry leaders during the month of May, Asian Pacific American Heritage Month (APAHM).

It was a comprehensive campaign to amplify and celebrate artists within the AAPI community as well as the wider Asian diaspora after what has been a particularly difficult year for our community. We wanted to take this moment to shine a light on the music, culture, art, and joy that come from the community while also raising awareness around some of the very serious issues impacting it today.

Professional or Personal
Professional

Creative Discipline
Graphic Design

Role in Project
I did the art direction and design for YouTube Music's APAHM celebration. I was responsible for the key visuals, playlist art, out-of-home and digital ads and was a reviewer and approver of the social assets.

The visuals were inspired by the nostalgic feeling that comes from immigration. The title font Nikkei Maru, by Inari Type, is heavily inspired by painted type on the front of ships, a historical symbol of the Asian immigration process to America. It was distorted and received a vernacular treatment to it. The graphic elements use loud, bold colors to balance the vintage feel while mixing elements across different Asian cultures.

Project Credits
Art Direction and Design: Gabriela Namie
Music Programming: Cecilia Winter, Jan Tancinco
Marketing: Grace Yim, Christina Lin, Jake O'Leary
Animation: Josh Flynn
Project Manager: Pamala Billman