FUSIA
THE BRAND
Brings together three elements: Female, Fusion and Asia. Every FUSIA venture encompasses the core themes of redefining and celebrating femininity, the fusion of eastern and western culture, and its significance to South Asian women in Canada.
CHALLENGE
Fusia first began as a national magazine, with the goal of incorporating into other media initiatives. For this reason, versatility was a major branding requirement.
APPROACH
Creation of the Fusia word-mark involved a mix of uneven sizing in typography, which placed emphasis on the celebration of diversity.
Magenta Pink was used as a main colour, with the purpose of evoking a blend of bold and feminine. It was meant to capture attention, showcase individuality and establish the brand loyalty of South Asian consumers.
With a focus on inner and outer beauty, FUSIA's strength is that it not only engages women in topics relevant to themselves, it also challenges them to think about humanity and global citizenship as a whole.
