Social Branding
LIONSSHARE, a DAO and creative collective founded by Allyson Toy and Cathleen Cher (later acquired by Jaded), was built to amplify emerging Asian artists and diasporic voices through music, storytelling, and cultural programming. As the collective grew, there was a need for a cohesive visual identity that could unify its various initiatives, from events to social content to a branded podcast, while remaining flexible and adaptable to different contexts and collaborations.
I developed a modular brand system that reflected LIONSSHARE’s mission to uplift, connect, and empower Asian creatives. The visual identity centered around a flexible typographic system and adaptable layouts, allowing for expression across a range of platforms and event types. My approach was rooted in storytelling: using design to reflect the energy, pride, and cultural nuance of the community it represented. Each asset reinforced the collective’s ethos of visibility, celebration, and creative agency.
I began by distilling the collective’s goals into a visual language that could scale: bold type treatments, rhythmic grid systems, and high-contrast compositions served as the foundation. This identity was applied across various touchpoints, including social templates, podcast branding, and digital collateral for in-person events. LIONS SHARE’s mission to uplift Asian creators and spotlight new talent strongly resonated with my own values. This alignment informed every design choice, ensuring that each asset reinforced the collective’s commitment to celebrating identity, fostering community, and expanding visibility for the next generation of artists.
I also contributed to a series of event posters and digital assets, collaborating closely with other designers and creative directors to maintain visual consistency while infusing each event with its own atmosphere. Across all outputs, I focused on creating work that not only looked sharp but carried meaning, amplifying LIONSSHARE’s mission through design.
Founders: Allyson Toy, Cathleen Cher
Creative Direction: Andy Koh