Client (pro bono): Welcome to Chinatown - 2021
Agency: Decoded Advertising
Role: Brand Coordinator
01 — Project details
Lauded NYC nonprofit Welcome to Chinatown came to us looking for brand strategy expertise, production firepower, and UI/UX capabilities to help them push the envelope and help even more people.
We worked collaboratively in strategy workshops to develop a brand architecture that fit their charitable objectives but also proved sustainable in the long-term.
We designed and produced multiple social/digital assets, both static and animated, for use in a Lunar New Year Campaign.
Alongside WTC's web development team, we created Meet Chinatown, an interactive digital directory of Chinatown businesses. All business are tagged and categorized, and include descriptions that provide a visitor with context so they can easily choose a restaurant or shop to patronize.
02 — Results
The WTC team saw solid performance in our social assets, and the "Mott & Mosco" animation below (and above) particularly took off in the Asian-American community, garnering over 10.6k organic views. It was also reposted and reposted in semi-viral fashion.
The Meet Chinatown digital directory has been used countless times and sees strong click metrics even today.
This low-res FPO animation of one of our original Lunar New Year social assets was a smash hit on Welcome to Chinatown's social media and was reposted numerous times.
So many viewers even commented after this was posted, asking if a phone background existed of this that they could use that WTC requested our designers to make one—so they did!
