Cultured

Interactive

A community learning platform for second-generation Chinese Canadians, where users are able to embark on their own cultural and linguistic learning journey, while connecting with similar people in hopes to embrace their identity.

The Problem

Brand Strategy

The Design Concept

Design Concept

The Asian Canadian community is now prevalent across different social media platforms, spreading their stories about their experiences as a minority in North America. Though everyone's stories are different, one factor that always came up was the struggle with their cultural identity. Some felt too Asian, and some felt too Western. This imbalance caused the North American Asian population to distance themselves from their heritage in order to fit in with those around them. Social media has helped recognize that many Asian Americans now lack a cultural identity.

Design concept

The Asian Canadian community is now prevalent across different social media platforms, spreading their stories about their experiences as a minority in North America. Though everyone's stories are different, one factor that always came up was the struggle with their cultural identity. Some felt too Asian, and some felt too Western. This imbalance caused the North American Asian population to distance themselves from their heritage in order to fit in with those around them. Social media has helped recognize that many Asian Americans now lack a cultural identity.

The Design Challenge

How do I build a platform where Chinese Canadians can re-learn their culture in a modern context?

Concept

The Asian Canadian community is now prevalent across different social media platforms, spreading their stories about their experiences as a minority in North America. Though everyone's stories are different, one factor that always came up was the struggle with their cultural identity. Some felt too Asian, and some felt too Western. This imbalance caused the North American Asian population to distance themselves from their heritage in order to fit in with those around them. Social media has helped recognize that many Asian Americans now lack a cultural identity.

The Process

Brand Guidelines

Research

Cultured is a social media and educational tool for Chinese Canadians to gain a deeper understanding about their culture, traditions, and language. Users are able to enrol into learning cohorts to converse and share their thoughts about the course, while simultaneously building a community. Lessons are short and digestible to cater towards the younger generations' learning styles.

The Solution

Cultured is a social media and educational tool for Chinese Canadians to gain a deeper understanding about their culture, traditions, and language. Users are able to enrol into learning cohorts to converse and share their thoughts about the course, while simultaneously building a community. Lessons are short and digestible to cater towards the younger generations' learning styles.