CHI - NAMING + BRANDING
brief guide detailing the ideas behind the naming and branding of CHI
For Winter and Spring Quarter of my final year at UC San Diego, I served as the Lead Brand Designer for a theoretical mixed-use proposal in Kearny Mesa, named CHI. I developed the naming of the site by considering the location of the site and its potential involvement with the Convoy Pan Asian Cultural and Business Innovation District and how the site aims to create a diverse community that foster economic prosperity along with cultural engagement. Using my knowledge of graphic design with the help of a few YouTube tutorials, I created the cover of the final report and presentation showcased above. The perspective shown displays the view from the center of the open space along Clairemont Mesa Rd. This view showcases the vertical mixed-use facilities of The Atlas Collection, which are 2 high-tech office buildings with a ground floor open-air collection of Pan-Asian eateries called Pan-A. Architectural visualizations have always been fascinating to me and I hope to be able to create more complex and aesthetically-pleasing imagery in the future.
See the gallery above for an explanation of the naming and branding!