Concept
imi: Immigration Stories is a digital platform dedicated to amplifying the lived experiences of immigrants in America. The goal of the brand identity was to reflect both individuality and collective connection, highlighting personal narratives while reinforcing a shared sense of community.
The challenge was to create a mark that felt welcoming, human, and unified without becoming overly complex or symbolic. The identity needed to communicate empathy, inclusivity, and connection in a simple, accessible way.
Core themes:
Individual voices
Community and connection
Inclusivity
Humanity and warmth
Sketch
Once the typeface was decided on, I continued to focus on circular and flowing forms to symbolize continuity and togetherness. I experimented with repeated shapes and linked structures to visually express the idea of individual stories forming a collective narrative.
The concept of consecutiveness, one story leading into another, became central to the direction. Through iteration, the structure evolved into a simplified form that felt balanced, unified, and intentional.
Design
The final logo embraces simplicity, allowing form and meaning to work together seamlessly. Smooth, continuous curves create a sense of warmth and approachability, reinforcing the platform’s welcoming nature.
The repeated “i” forms act as symbolic representations of individuals. Their connection within the mark reflects unity, interaction, and shared experience, visually expressing how individual immigrant stories contribute to a broader, interconnected community.
The overall identity captures:
Human
Inclusive
Connected
Clear and accessible