United 1/12: A Cultural Movement That Unites and Empowers
#SHENGXIAO #InteractivePoster #AsianAwareness #SocialImpact
Tool: Adobe Illustrator, Adobe Photoshop, Canvas Printing, Laser Cut
Resurrecting the Asian Zodiac for a New Generation
In a world where representation matters more than ever, United 1/12 is more than just a design project—it’s a cultural movement. Rooted in the Asian zodiac (Shengxiao) tradition, this initiative reimagines the 12 zodiac animals into a bold, modern visual identity that speaks across regions, generations, and cultural boundaries.
At its core, United 1/12 creates a sense of belonging. Each zodiac poster not only celebrates an individual’s birth year but also fosters community among those who share the same sign. More than just decoration, the stickers on these posters serve as entry tickets to #StopAsianHate events, encouraging collective action and cultural pride.
As the campaign evolves, the focus shifts to #ProudToBeAsian, introducing modular visuals and cultural accessories designed to enhance cross-cultural empathy while strengthening intra-cultural connections. This is more than an art project—it’s a living statement of identity and unity.
Why Shengxiao? The Power of a Shared Cultural Tradition
In many Asian cultures, the zodiac cycle unites people born 12 years apart, connecting them through shared characteristics and values. But in a rapidly globalizing world, traditions like Shengxiao risk being overshadowed or forgotten.
United 1/12 modernizes this heritage by:
✔ Redesigning Shengxiao with engaging, contemporary visuals that appeal to younger generations.
✔ Creating mascots that make cultural storytelling more accessible to global audiences.
✔ Transforming traditional zodiac signs into evolving, interactive experiences that encourage participation and education.
The Mascots: Cultural Storytelling Through Design
The United 1/12 mascots are more than just illustrations—they are characters with personality, purpose, and pride. Each one embodies the spirit of its zodiac sign, with carefully chosen colors, costumes, and expressions that reflect its symbolic traits.
🐂 Oxii (Year of the Ox)
Diligent & Righteous
Motto: Proud to be Asian!
🐅 Tigea (Year of the Tiger)
Bold & Powerful
Motto: Born to win!
🐇 Ruby (Year of the Rabbit)
Elegant & Intellectual
Motto: Manifesto by manifesting!
These mascots bridge tradition with modernity, making it easier for younger generations to engage with their cultural roots while presenting a unified, recognizable identity to the world.
A Poster That Comes to Life
The United 1/12 posters are not just static visuals—they are designed for interaction. Each poster features modular stickers, allowing participants to:
🎟 Claim their birth year’s zodiac sticker, reinforcing personal identity.
🎫 Use the sticker as a ticket to #StopAsianHate events, turning culture into action.
🔍 Reveal hidden messages as stickers are removed, exposing the campaign’s core message: “Proud to Be Asian”.
This collaborative experience transforms the poster into a living, evolving statement, as people across the world engage with it in a tangible and meaningful way.
Beyond Posters: Building a Cultural Ecosystem
As the campaign expanded, the visual identity (VI) of United 1/12 evolved into a modular design system that extended into:
Wearable patches – Carry your zodiac sign and campaign message beyond the posters.
Cultural accessory kits – Interwoven Eastern and Western design elements bring global representation to everyday objects.
Graffiti & calligraphy fusion – A mix of traditional strokes and modern minimalism, making the cultural expression both timeless and contemporary.
These elements ensure that United 1/12 is not just an awareness campaign—it’s a growing, evolving cultural statement that integrates seamlessly into daily life.
Manifesto by Manifesting: A Design for Action
United 1/12 doesn’t just talk about cultural pride—it engages people in co-creation. Through tearing, pasting, and assembling, the audience actively shapes the artwork, reinforcing the campaign’s participatory nature.
By embracing deconstructionist design, this campaign transforms passive viewers into active contributors, proving that culture isn’t just preserved—it’s constantly reimagined and built upon.
Impact: From Awareness to Empowerment
✔ Reframes the narrative from “Stop Asian Hate” to “Proud to Be Asian”, shifting from defense to cultural confidence.
✔ Strengthens both cross-cultural and intergenerational connections, keeping Asian heritage alive and evolving.
✔ Destroys ethnic stereotypes by creating fresh, self-defined representations.
✔ Inspires the younger generation to embrace cultural heritage with pride and creativity.
United 1/12 is more than an art project—it’s a movement, a manifesto, and a cultural rebirth.
How do we redefine Asian representation for the next generation? It starts here.
Final Thoughts: A Living, Breathing Cultural Identity
Culture is not just history—it’s the present and the future. United 1/12 proves that tradition doesn’t have to be static or nostalgic. By modernizing the Asian zodiac, the project empowers people to own their identity, celebrate their heritage, and connect across generations.
This is just the beginning. How will you manifest your culture?