Brief
Help Gen-Z Filipinos reconnect with their cultural identity by sparking conversation, communication and connection.
Outcome
Samahan invites Filipinos to connect, learn, and explore their cultural identity through a lens that is welcoming, nostalgic, and unapologetically proud. By embodying these values, Samahan opens the door to Filipino culture, celebrating and uplifting Pinoy pride in a way that fosters unity and deepens cultural appreciation
Parents tend to gatekeep Filipino culture to help their children fit in better with British society. There aren’t many relevant safe spaces for Gen-Z to explore their cultural identity.
Gen Z Filipinos often feel disconnected from their cultural roots due to a lack of resources and community, leaving them feeling alienated from their heritage. This gap presents an opportunity to foster conversations about Filipino culture, build connections among Filipinos, and create a sense of belonging through shared cultural understanding.
Disciplines
+ Brief Writing & Research
+ Brand Identity & Strategy
+ Art Direction
+ Editorial Design
