ADVOCATING FOR EQUITY, SAFETY, AND REPRESENTATION FOR OHIO’S AAPI COMMUNITIES

When I joined the Ohio Asian American Health Coalition (OAAHC) as Website Manager in 2020, the coalition faced several branding and communication challenges. The website was outdated, with clunky navigation, low-quality visuals, and inconsistent copy that obscured the coalition's mission. There was no email marketing, audience analytics, or communication infrastructure, making outreach to underserved Asian American and Pacific Islander (AAPI) communities across Ohio nearly impossible. Despite the coalition's important work, its digital presence reflected neither its values nor its impact.

My role initially focused on website maintenance, but when a new Executive Director arrived, I was tasked with leading a full website overhaul. Recognizing that the problem extended beyond the website, I proposed a complete rebrand to unify and elevate the coalition's identity. I began with an audit of existing assets, then built a refreshed visual identity: a recolored logo, a new palette, a typography system, and photography guidelines, all formalized in a comprehensive style guide. From there, I rewrote all digital copy to reflect the coalition's goals, tone, and audience, and implemented new infrastructure for email campaigns and digital outreach.

The result was a cohesive, mission-forward brand that helps the coalition connect clearly and consistently with its communities and partners. The new website pairs accessible messaging with high-quality imagery and an intuitive user experience. Email campaigns for key programs, events, and member updates continue to evolve, and sign-up interest has never been higher. These efforts drove measurable increases in website traffic, newsletter sign-ups, and membership inquiries, proof that brand strategy and purpose-driven design belong together.

This project taught me that the brief you're given isn't always the full story. What began as a website refresh revealed a deeper need for brand clarity and organizational storytelling. Strategic design goes beyond visuals; it creates tools that help communities understand, connect with, and act on a mission. I also learned the importance of advocating for the user and speaking up when the opportunity for broader impact arises.