For the 2022 Asian American and Pacific Islander Heritage Month, the NFL asked me to help develop a unique version of the NFL shield that represents the league in recognizing and celebrating the AAPI community. The AAPI shield will help unify all the NFL’s efforts during AAPI Heritage Month across the league and its related touchpoints.
The internal creative brief that we gave ourselves was to avoid repurposing cliche elements that we see in current AAPI visuals and create a mark that is nuanced and subtle in respecting the origins of the vastly different cultures that make up the AAPI community. We looked for cultural and traditional commonalities to create more inclusive color palette, iconography and a theme to represent a majority of the community.
