Hello, I’m Kathryn or KB.
I’m a graphic and visual designer with a background in esports, gaming, and live-streaming.
TWITCH 2021
Lead Design
Art Direction
Creative Dir:
Jay Wee
-----
Copy:
Evan Freitas
Motion:
Matt Gravish
Media Monks
-----
Twitch’s 2021 AAPI campaign was all about representing cultures and subcultures. We highlighted and celebrated the massive AAPI community rather than applying a single label to such a diverse group of people.
There are many cultures underneath the Asian and Pacific Islander umbrellas, we wanted to acknowledge that while we do share the month, their experiences are very different not only from culture to culture, but also from Asian to Pacific Islander. The design team made sure to reach out to them to find out their specific identities and make sure that we're visually representing them in a way they approve of.
Our goal was to highlight their unique personalities and energy they bring to the table along with celebrating their heritage. We featured 10 creators in the campaign video and also made a poster for each of them, representing their own unique flavor. They were animated and shown on our social platforms as well as in Times Square (see reaction links below).
-> IslandStyle Reaction
-> TheAsianAvenger Reaction
-----
-> Blog
-> Tweet