Not all Asians are Chinese

School: Kingston University


While studying in Kingston, there were over 80% of Asians in my class. As most of them had similar looks, they were often misunderstood as Chinese. This primarily happens because of the similarity in the structure of their eyes. My project is inspired by this misunderstanding. I wanted to to make a strong statement and make people realise that Asians come from different places around the world and although they look similar, they have their own individuality. For this project, I created a typeface which can be read by squinting your eyes. The typeface is designed with positive and negative spaces around the letters. It creates an illusion of shape of the letter. Further, adding a social element to it, there was QR code added to the poster. After scanning it, people can create posters with their own headline and share it on social media to show support with #OpenYourEyes.

This student campaign titled 'Not all Asians are Chinese' was published in India in April, 2017. It was created for the brand: Monotype, by ad school: Kingston University. This Design medium campaign is related to the Public Interest industry and contains 5 media assets. It was submitted almost 4 years ago by Graphic Designer: Kalyani.


Advertising School: Kingston University
Graphic Designer: Kalyani Kamat Bambolkar

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