AWUJ

OVERVIEW

A new experience platform aimed at creating a space for first generation immigrants to feel seen in their healing journeys.

ROLE

Branding
Concept
Strategy
UX/UI

Toolkit

Illustrator
Figma
Photoshop

Project Type

Independent

Background

First generation immigrants are faced with the “immigrant paradox” otherwise known as being an overachieving kid always trying to people please all while suffering from mental health issues that are deemed taboo in their households.

problem

Very few mental health resources take into consideration the unique experiences and specific intersections of 1st generation immigrants.

Opportunity

Create resources that introduce acceptance and mindful based practices with first generation immigrants in mind, that are more accessible and culturally appropriate.

solution

A new platform aimed at creating a space for first generation immigrants to feel seen in their healing journeys.

01 | APP

Flow Chart

wireframe

02 | PODCAST

Take a Moment, AWUJ, is a podcast where first and second generation immigrants can share their stories and wisdom about healing and feeling seen in their own journeys.

03 | YOgi tea partnership

AWUJ would be a natural fit for a partnership with Yogi Tea because both focus on wellness and emphasize the importance of balance. Each tea bag has a Yogi inspired quote written in a different language.

04 | Style Guide

Translated from Portuguese Creole, awuj literally means today. The name was chosen as a reminder to remain in the present and focus on the now.

To get a better understanding of the feel, I created a mood board that pays homage to Cape Verde (islands off the west coast of Africa). Taking inspiration from moments of when I have visited my homeland, I wanted to emphasize the traditional way of life, beautiful volcanic terrain and natural texture that is found all over the islands.

The branding creates a sense of home while celebrating my ancestry. Inspiration for the logo was taken from a natural structure on the island of Sao Nicolau (my island). It was said that there was a rock balancing straight up on many other rocks and no one understood how it was possible - it was simply defying gravity. The structure is a symbol of strength and balance to the islanders, serving as a daily reminder to

I chose colors, illustrations and patterns that highlight the ebbs and flow of life in Cape Verde to invoke a feeling of unity, peace, and restoration.

REFLECTION

Creating this project was an amazing process for me because I got to intertwine my own personal experiences as a 1.5 generation immigrant ( I was born in The Netherlands but moved to the states at a young age ) with my healing journey when it comes to mental health. Awuj required me to delve deep into research about different types of therapy and mindfulness practices specifically for immigrants to create a solution rooted in what is currently out there.

32 PLUS

FILA X TITLEIST

AWUJ

IN TRUTH