Yellow Promise

launch fundraiser and awareness campaign standing against racial injustice, policy, and policing that targets the Black community

as an Asian-owned brand, messaging and tone for this campaign needed to be genuine, considered, and extremely deliberate in minimizing the brand and centering the cause

during the height of the Black Power movement members of the Asian American community stood in solidarity with Black liberation

share the history of the Yellow Peril slogan to convey how allyship has been an integral part of American progress

Yellow Promise, a t-shirt and risoprint release wherein all proceeds go toward Reclaim The Block, an initiative advocating for healthy community-oriented alternatives to policing

the campaign, successfully driven by views, shares, and UGC on instagram, sold over 500 units and raised approx. $9k in proceeds