About
SAADA is a not-for-profit organization dedicated to sharing and preserving the stories of South Asian American communities across the United States through its extensive and diverse archive of historical and cultural materials. The experiences, contributions, and histories of South Asians and other diaspora communities in the United States are overlooked in the American story, largely left out of archive collections in museums and libraries. SAADA seeks to preserve and tell these stories through their collection of oral histories, photographs, newspaper clippings, community publications, and digital materials with the South Asian community and beyond. SAADA has worked to create a space of belonging for South Asian Americans, ensuring that the community see that their stories are fundamentally part of the American story.
SAADA (South Asian American Digital Archive
The Project
Print collateral
Digital and social media assets
Illustration
Merchandise
Goals
Founded in 2008, SAADA began as a
The Brand
Chillville’s visual identity is all about creative flexibility, playful imagery, and a welcoming vibe: the opposite of the cold minimalism of most dispensaries. We created a reoccurring character who shows up in merch, the website, and even in the space itself. As everyone took to calling the shop a “wellness bodega”, the display type became a subtle nod to hand-drawn bodega signage.
Color is a big part of the brand, with an extensive palette of saturated, psychedelic hues. The owner’s background as an artist and printmaker meant we had the opportunity to use color liberally and expressively without risking a lack of coherence and brand consistency.The brand overall has a cheeky sense of humor, the essence of a welcoming subculture, and a nostalgic sensibility inspired by the playful irreverence of 90s graphic design.
Events +
Merch
In-store events centered around creativity and community are a major focus at Chillville, so it was important to create unique, memorable promotional materials and merch. Their events are all about bringing the community together to enjoy local art, live music, food, and collaborative creative activities. Custom merch included tees, hats, bags, stickers, and prints, and events often feature local artists live screenprinting of merch items in limited runs for event attendees.
