This project was developed for the CCNY master’s program in Branding + Integrated Communications.
The objective was to deconstruct the details of my personal identity in the same way that a brand must codify its own voice, style usage, and overall personality to insure consistent communication. These Personal ID Guidelines systematically break down and organize individual aspects of the self in a way that others can adhere to when recreating the essence of the author’s identity. My guidelines were built up by pieces of elements from my life moments, which show my understandings to the world. The process of creating personal guidelines is a study of self-conscious reconstruction and an aesthetic activity, which are between emotional and logical, subjective and objective. Utilizing an easy-to-follow format, which allows for enough self-expression to convey a sense of style that reflects my individuality and personal culture, but not so much that the project becomes unrelatable by people without my background. This project provides a big space to explore the possibility for identifying my uniqueness out of similar individuals.
