ASIAM is an fictional organization that would focus on empowering Asian Americans in creative fields in order to increase Asian American representation in mainstream media. This was conceived as an outlet for those who are frustrated with current climate of media representation to actively make change.
The identity was made as a result of a need to be flexible enough to represent a diverse definition of the Asian American experience. Formally, the logo was inspired by the conflicting nature of the Asian American dual identity and flags. As part of the campaign, wearables are primarily used as a method of spreading awareness and empowerment to promote solidarity.