We developed the naming, creative direction, visual identity, and web experience for Red Flagged — A community dedicated to empowering Queer and East + Southeast Asian voices, co-created by Ed and Alex. Our brief was to create a brand that boldly champions this community.

Our brief was to create a brand that boldly champions this community. The journey began with the name: Red Flagged. Red, a significant colour across East and Southeast Asian cultures, holds cultural meaning for each nation. The term “flagged” references both the pride flag and the national flags of ESEA countries. Additionally, “red flag” carries its own connotations in popular culture, signifying a marker or call to attention—a provocative metaphor that aligns directly with the brand’s mission.

At the heart of the brand is the philosophy of “Reclaiming Our Narrative”—embracing the intersection of being proudly queer and Asian. We aimed to craft a visual language that reflects this confidence and empowerment. The wordmark is bold and unapologetic, making a strong, impactful statement. Our art direction embraces editorial and stylised photography, spotlighting individuals within the community. Typographically, we emphasise scale and uppercase messaging, paired with dynamic, graphic layouts. A vibrant, rebellious red was chosen as the brand’s core colour, representing progressive thinking and defiance. This red anchors the brand’s identity, making it a signature element across all applications.

The overall creative direction positions Red Flagged as energising, unapologetic, and contemporary. A pioneering initiative — Red Flagged is a key social platform, a rallying point for its community, and a foundation for future growth and initiatives.

Photography by the wonderful Vienna
Illustration by the talented Katrina van Berkel