media & entertainment
AsianBossGirl – Brand Design
overview
AsianBossGirl, hosted by Melody Cheng, Helen Wu, and Janet Wang, is a podcast and multi-media company made for the modern Asian-American woman. Their mission is to make everyday Asian-American women feel seen, heard, and connected. AsianBossGirl was founded while the three friends were working 9-to-5 corporate roles; balancing careers, social lives, cultural identities, and personal development. What started as a passion project podcast quickly turned into a multi-media business that they pivoted to full time.
role
challenges & GOALS
AsianBossGirl's visual identity when I had joined the team in 2020 lacked clarity and direction, with typefaces that lacked legibility when scaled down. Their 2023 brand refresh was designed by Jennet Liaw, and I led the execution and implementation across all social touchpoints. The brand was built on community trust so this rollout needed to be easily digestible and recognizable in-feed for long-time listeners.
Our North Star was to always position AsianBossGirl as a hub for Asian(-American) content in the podcast space, with our weekly episodes, as well as news and pop culture through our social platforms. Our solve for this was to diversify our content by integrating more real-time highlights in general news and pop culture spaces, and sharing more lifestyle content of our team outside of usual podcast marketing.
content strategy
When planning our content for the month, we'd strategize in 4 main content blocks and organized the grid using colored blocks for visual consistency.
instagram rebranding
Instagram is the main platform we use to connect with our community. The new color palette reflects the fun and vibrant personalities of the hosts, with our new strategy of content blocks implemented.
youtube graphics
This brand refresh was the perfect opportunity for the podcast to transition to posting video podcasts onto YouTube. I created new graphics to use across YouTube including: an updated YouTube profile banner, an intro animation to go with their signature podcast jingle, custom YouTube thumbnails each week, three end card variations, and ad cards for inserted ad breaks.
mEDIA KIT
This media kit was shared with brands for partnership or speaking event inquiries by our partnerships coordinator and through the media agency that AsianBossGirl was signed to to secure ad deals.
podcast graphics
Podcast cover art created for the main show and three mini-shows under each respective host. I worked directly with each founder to execute their individual aesthetic and vision.
