Very Asian Foundation

Role: art direction, communications strategy, social media creation, email strategy, website development & design, merchandising design, content creation, e-commerce direction & support, copywriting, logo design

Minneapolis, MN & St. Louis, MO

Founded in 2022 after a viral anti-Asian racist voicemail ignited an outpouring of support and solidarity, the Very Asian Foundation (VAF) works to “shine a light on Asian experiences through advocacy and celebration.” Working with the founders in the immediate aftermath to develop a website, e-commerce store & designs and communications strategy, that viral moment and outpouring of support got big results: $170k+ in merchandise revenue in the ten days post-controversy, creating the seed capital to start the foundation. In the three years since, VAF has grown tremendously, creating The May Book Project, helping schools and libraries build their Asian American youth literature collection, and partnering with national and regional brands including Target, Nike, Campbell’s and the Wilder Foundation.

Full disclosure: my partner Gia Vang is a co-founder of the organization.