For the Chinese Culture Center of San Francisco's 60th Anniversary Gala, the brief was to create a visual identity that honored CCC’s revolutionary roots as a cultural arts anchor in Chinatown while signaling its continued evolution into a bold, contemporary, and inclusive future. The design needed to feel powerful and contemporary while remaining grounded in heritage, resilience, and transformation. It also had to function across invitation materials, digital assets, and collateral created by CCC’s in-house team.

The final visual language centered on a custom “60” lockup that interlocks Chinese and Roman numerals, representing the dual identity of members of the Chinatown community. This became the primary emblem of the anniversary and a flexible anchor for the broader system.

A stylized Chinatown map shape was developed as a secondary framing element, used to clip and collage historical photographs, textures, and map overlays. This grounded the identity in place and memory while allowing archival imagery to become an active part of the composition.