CCYA Rebrand
Project | Back on the 90s, the Chinese Canadian Youth Athletic Association was created for young Asian Canadians to play recreational basketball at various camps and tournaments. Over the years the not-for-profit association significantly evolved to an annual celebrity basketball game featuring the likes of Jeremy Lin and Simu Liu. But the CCYAA didn’t stop with sports and started expanding into food, comedy and entertainment. The brand needed more than a refresh – it needed a reset.
Role | Creative Director
My team and I started by renaming the organization the Asian Roots Collective, or ARC. One of the main reasons for the rebrand was to position the name to be much more inclusive to all Asians. We then developed a logo and wordmark inspired by traditional written Asian languages and evolved the look and feel to focus on people. ARC always makes members feel comfortable, familiar, and like they belong. It’s a brand that now proudly represents the strong roots it was built upon, while becoming a platform for the next generation of Asians to thrive.
