Chinatown Fire Relief Fundraiser
OVERVIEW
In January 2020, a devastating fire at 70 Mulberry Street in Chinatown, home to the Museum of Chinese in America (MOCA) and other community groups, displaced five cornerstone organizations and destroyed MOCA’s collection. Amid the challenges of COVID-19, a volunteer coalition of cultural workers and Asian-interest organizations organized the Chinatown Fire Relief Fundraiser to support their recovery. As a co-host, Admerasia collaborated with partner organizations to develop the event’s visual identity and promotional assets, amplifying visibility, engagement, and community participation.
IMPACT & RESULTS
We helped the fundraiser surpass its $10,000 goal, raising up to $14,000 in donations and auction sales. The visuals contributed to strong community turnout, high online engagement, and broad visibility for the cause, amplifying support for the affected organizations for the critical recovery during COVID-19.
AGENCY
Admerasia
CLIENT
Museum of Chinese in America (MOCA)
DISCIPLINE
Branding &
Identity
Environmental Graphics
Experiential Design
Event Design
Packaging Design
Event Design
Logo and Illustration
We created a cohesive visual identity for the Chinatown Fire Relief Fundraiser that captured the resilience and spirit of the community. The logo and illustration were inspired by the iconic Museum of Chinese in America (MOCA) building, drawing from its architectural details and cultural significance to honor the museum’s legacy.
In Chinese culture, the dragon symbolizes strength, resilience, protection, and good fortune, reflecting the community’s determination to recover and rally support after the devastating incident.Event BrochureThe visual system used culturally resonant elements to engage a broad donor base. Assets were coordinated across multiple platforms to maintain consistent messaging, visual cohesion, and accessibility.Social MediaEvent PhotographyEvent Merchandise The following is a self-initiated, conceptual extension of this fundraiser event that successfully went live. While the event itself took place, the merchandise designs I proposed were not produced due to budget limitations. I developed these ideas as a passion project to explore how merchandise and supporting visuals could further enhance the campaign’s reach, experience, and emotional impact through thoughtful branding and cultural curation.