We Belong Here Corporate Identity

The main principle, idea, and inspiration behind the design is to promote cross-cultural understanding, communication, and collaboration through the creation and use of spinning tops. The design aims to transcend language and cultural barriers, fostering unity and equality in the global community.

The main focus in designing this work was to create an engaging and inclusive tool for educational programs. The goal was to provide a playful and creative activity that would help students connect with their peers, express their identity, and develop a sense of belonging within their community.

The future plans for this award-winning design could include expanding its reach to other educational institutions or organizations that focus on cultural diversity and inclusion. It could also be adapted for use in team-building exercises or community-building initiatives.

This design was created for Otis Design Week, a program welcoming new MFA Graphic Design students from diverse backgrounds. At the time, it was everyone’s first encounter with one another, and we were asked to quickly create an exhibition using elements from our personal backgrounds. I thought it would be great to turn this into an opportunity for ice breaking, and I began thinking about how to make the experience fun and engaging.That was when the idea of turning a self-introduction tool into a game came to mind. The spinning top felt like the perfect object. It is playful, interactive, and free of bias. Later in my research, I discovered that spinning tops are part of many cultures around the world, which reinforced the idea.Each top carried basic personal information, such as country of origin, current location, gender, and personality traits, and participants were encouraged to customize their designs. When spun, the graphics on the top would blur and merge, symbolizing how everyone’s unique background comes together and mixes in motion. This was intended to be a metaphor for creating one’s own color through interaction, a way to express individuality while connecting with others.I believed that the act of spinning a top, bringing people together, sharing stories, and letting various identities interact could serve as a powerful and joyful metaphor for cross-cultural connection.

The color palette for We Belong Here was inspired by the Olympic colors. I was drawn to the idea that the Olympic rings represent the union of different continents and symbolize global unity. I wanted the colors to carry that same inclusive spirit—something that could resonate universally without favoring any specific culture or region.By referencing the Olympic palette, I was able to create a set of colors that are bold, balanced, and instantly recognizable, yet neutral enough to transcend cultural bias. The goal was to make every participant feel represented and included, regardless of their background. The palette needed to be both inviting and flexible, able to hold multiple meanings while maintaining a cohesive visual language.

Although this project was developed before I formally began my experience at Otis, the school’s environment and its location in Los Angeles had a strong influence on my approach. As someone who came from South Korea, I wasn’t very familiar with the concept of pronouns as part of personal identity. One of the most striking moments during orientation was how everyone introduced themselves by also sharing their pronouns.That simple act highlighted the school’s emphasis on inclusivity, self-definition, and respect for difference. It made me think more deeply about how identity can be expressed and shared in open, supportive spaces. This awareness inspired me to design an ice-breaking experience that wasn’t just about getting to know one another, but about honoring the diverse ways we define ourselves. The spinning top became a tool for that—an interactive way to let each person express their identity and see it blend with others in motion.