Holding Heritage
A feel-good podcast brand identity celebrating Chinese-Vietnamese heritage
Holding Heritage is a new podcast and virtual community centre primarily highlighting the Chinese-Vietnamese refugee experience in North America. The company's mission is "Deepening Understanding & Appreciation of Chinese-Vietnamese Heritage in North America" and the key demographic is young adults whose parents are Chinese-Vietnamese refugees, wishing to build a deeper connection with their heritage. Sharing refugee stories and bridging generational gaps while maintaining a warm and casual tone was critical to the brand. The brand also needed to reflect the bubbly personality of its founder and emphasize that the host and audience are learning together as friends/family.
Key Words: Connection, Respect, Encouragement, Education, Community, Compassion, Storytelling 
Podcast Cover
For the podcast covers, we agreed upon golden yellow as the key colour (instead of the off-white) to ensure the cover grabbed attention amongst a sea of other podcasts. To prioritize brand recognition, I kept the focus on the logo, but added a descriptive tagline and a few embellishments.
Surface Patterns
I designed 6 vector patterns and exported a bank of 179 colour variations for use on the website and social media graphics. The patterns use small elements from the logo, such as its blossoms, branches, and the letter "H". They take inspiration from traditional Chinese and Vietnamese textile patterns. Depending on the theme of the week or month, the client has the freedom to choose the most appropriate pattern and colour combination while staying on brand. For example, on the topic of Asian Heritage Month, we opted for a meaningful, traditional pairing: the circular icon print, using red and gold.
Social Media Templates
Below is a selection of templates I designed and then set up as part of a Canva Brand Kit. Included are several seamless Instagram carousels, square templates, and Instagram Story templates. In addition, I created a number of robust folders with shapes, icons, and illustrations to be used to further customize the templates in the future (or make new ones).
Instagram Carousel Template
Instagram Carousel Template
