The melting pot of Asian + Australian culture in Chinatown, Sydney
Captain Bagrat
Branding, Web and Graphics Design
Company: Captain Bagrat Media Productions
Role: Graphics Designer, Website Designer
Location: Haymarket, NSW
Design Tools: Adobe Creative Suite (Photoshop, Premiere, After Effects, In Design), WixÂ
Project Summary
Captain Bagrat Media Productions, based in Sydney’s vibrant Chinatown, is a media agency celebrating the intersection of Asian and Australian cultures. As an intern turned Junior Designer, I was tasked with updating the brand’s visual identity to better reflect its dynamic, multicultural ethos. This involved a full rebranding project, including a refreshed logo, new branding materials, and a redesigned website.
Target Users
Captain Bagrat’s primary audience includes local businesses, multicultural media clients, and international brands looking to connect with Australia’s diverse, culturally rich markets. Our goal was to modernise the brand’s visuals, making them appealing, relatable, and distinctly reflective of the Asian-Australian fusion Captain Bagrat represents.
Problem Statement
Captain Bagrat sought to revitalise its brand identity to capture the unique cultural blend of its Chinatown roots, reflecting an authentic Asian-Australian fusion. The project aimed to create a cohesive, visually engaging brand experience across print, digital, and web platforms, helping Captain Bagrat strengthen its position in the local market.
My Role
I began as a Graphics Design Intern and transitioned to a Junior Designer, where I contributed to UX/UI, graphic design, and website redesign. Responsibilities included:
Creating a new logo and visual assets that resonated with the agency's cultural roots.
Designing a cohesive brand identity across print, digital, and multimedia assets.
Redesigning the website on Wix to enhance user experience and better communicate the agency’s brand story.
Constraints
Budget Limitations: As a smaller media agency, resources were limited, which meant choosing cost-effective design tools and platforms.
Cultural Sensitivity: Ensuring that the visual identity accurately reflected the nuanced blend of Asian and Australian cultures without relying on stereotypes.
Timeframe: The internship provided a limited timeframe for project completion, requiring efficient design iterations and feedback loops.
Process Overview
Approach: Brand Discovery and Iterative Design
The rebranding project followed a structured design process, from research to final implementation, ensuring the new visuals aligned with Captain Bagrat’s core values.
The rebranding project followed a structured design process, from research to final implementation, ensuring the new visuals aligned with Captain Bagrat’s core values.
Discovery & ResearchÂ
Cultural Exploration: Researched Asian and Australian cultural aesthetics to create a brand identity that would resonate with Captain Bagrat’s multicultural audience.
Stakeholder Interviews: Collaborated closely with the Captain Bagrat team and Founder to gather input on brand vision, identifying key elements that represented the agency’s unique cultural position.
Logo Redesign
Initial Concepts: Developed several logo concepts that integrated Asian and Australian influences, focusing on clean lines and bold typography to evoke a professional yet creative vibe.
Iteration: Presented drafts to stakeholders, incorporating feedback to refine the logo while ensuring it remained simple and adaptable across various media.
Final Design: The chosen logo modernised Captain Bagrat’s image, featuring balanced colour palettes and iconic cultural motifs, resulting in a fresh yet culturally respectful visual.
Branding and Visual Assets
Created a suite of branded assets, including business cards, social media templates, and audiovisual elements, to create a cohesive visual language.
Emphasised a vibrant, cross-cultural aesthetic, using colour schemes and patterns that mirrored the energy of Chinatown and Captain Bagrat’s multicultural identity.
Website Redesign on Wix
UX/UI Development: Redesigned the website layout to improve user flow, enhance readability, and make key information easily accessible.
Content and Imagery Integration: Developed a visually engaging web experience with dynamic visuals, updated copy, and imagery that reflected Captain Bagrat’s brand story and values.
Outcomes and Learnings
Results: The rebranding and website redesign gave Captain Bagrat a refreshed and professional look that successfully encapsulates its cultural heritage. Feedback from the team was overwhelmingly positive, with an increased social media following and a more cohesive brand presence.
Key Learnings:
Cultural Sensitivity in Design: This project underscored the importance of research and thoughtful design in creating visuals that authentically represent a multicultural brand.
Adapting Design for Diverse Media: Working across print, digital, and web taught me to design flexibly, ensuring consistency while meeting the unique demands of each format.
Efficient Use of Feedback Loops: Collaborating with stakeholders in short feedback cycles enabled us to refine and implement the rebrand effectively within the internship timeframe.
ReflectionÂ
This project was an invaluable experience in cultural branding, teaching me the nuances of creating visually cohesive yet culturally sensitive designs. It highlighted the impact of strong visual identity in engaging a diverse audience and helped Captain Bagrat solidify its role as a media bridge within Sydney’s Chinatown.
Designs
Below are some examples of the branding, media and audio visualisers I have created for the company.
Previous Logo
Updated Logo
The Captain Bagrat Team standing infront of the New Logo! Faces Blurred for Privacy
