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ABC as ABC: Layers of Belonging is an exhibition that explores Asian American identity through the lens of ais kacang, or ABC, a colorful Malaysian shaved ice dessert layered with ingredients, textures, and personal meaning. As the visual designer, I developed the logo system, visual language, and posters that shape the visitor’s experience across Madison Square Park.
Drawing from the dessert’s vibrant components and the artist’s personal narrative, I created an identity that reflects the exhibition’s themes of memory, cultural hybridity, and belonging. Through this proejct, visitors are guided through interactive moments and into the communal space where individual stories come together.
ABC as ABC: Layers of Belonging - Exhibition Banner Ad