Amanda
Chan
WORK
ABOUT
Pacific Ties Newsmagazine
Leading editorial vision and production for APIDA newsmagazineROLE
Editor-In-Chief
Editor-In-Chief
TIMELINE
June 2025 - June 2026
June 2025 - June 2026
TEAM
Head of Design and Social Media
Graphic Designers (4)
Illustrators (2)
Section Leads (4)
Copy Editors (5)
Writers (10)
Head of Design and Social Media
Graphic Designers (4)
Illustrators (2)
Section Leads (4)
Copy Editors (5)
Writers (10)
TOOLS & SKILLS
Figma
Illustrator, InDesign
Wordpress
Project Management
Visual Identity & Branding
Cross-Functional Collaboration
Figma
Illustrator, InDesign
Wordpress
Project Management
Visual Identity & Branding
Cross-Functional Collaboration
THE PROBLEMSome stories need more room than a weekly article can hold.
Pacific Ties exists to uplift marginalized voices within the Asian, Pacific Islander, Desi- American (APIDA) community — giving writers and artists a platform to share their work. In my previous role as Head of Design and Social Media, I recognized the publication’s brand no longer reflected what it stood for. The visual identity felt outdated and didn't capture the personality or diversity of the newsmagazine or its community.
INSIGHTS
Stepping into the role of Editor in Chief, I knew that Pacific Ties had strong editorial values, but the brand wasn’t keeping pace with how student media was evolving. Before the newsmagazine could expand what it was doing, it needed to re-establish what it was.
Looking at other student organizations and publications, I noticed a few key patterns. Student media that was successfully capturing attention leaned into current trends and maintained an active, visually consistent social presence. Additionally, organizations that stayed relevant weren't just publishing good content — they were presenting it in ways that resonated with their audience.
PROCESS I approached the role in two phases: first establishing a cohesive identity for Pacific Ties, then expanding what the publication could offer its community.
- Figma + Illustrator — led logo redesign and color palette development
- InDesign — production oversight across both zines
- WordPress + Instagram — managed content publishing and social presence across the year
- Cross-functional coordination — directed Head of Design on standardized Instagram templates; managed contributors across writing, illustration, and design for both zines and weekly online articles
KEY DECISION
Redesigning the visual identity to reflect the personality and diversity of the publication.
The existing brand felt static and didn't represent who Pacific Ties was or the community it served. I led the development of new logos and a refreshed color palette to build a visual identity that felt vibrant and alive to reflect the newsmagazine’s voice. The goal was to create a cohesive brand that would provide every article, post, and story a consistent foundation to build from.
KEY DECISION
Longer articles and stories couldn’t always capture quick updates and happenings within the APIDA community. I also noticed that quarterly publishing made it harder for writers to stay active and motivated. So, I introduced Fresh Catch — a short-form weekly article format designed to deliver timely, digestible updates.
To support it, I worked with the Head of Design and Social Media to develop a standardized Instagram post template, bringing consistency to our feed and reducing visual clutter.
KEY DECISION
Grounding each zine in a single theme to give contributors creative direction without limiting their voice.
With the brand established, I led the production of two zines to expand what Pacific Ties could platform. Rather than open-ended submissions, I defined a specific theme for each — authenticity and luck — both rooted in APIDA identity. A focused theme gave contributors a clear entry point while leaving room for interpretation across mediums. The result was a cohesive publication that still felt individual across every piece.
SOLUTION A refreshed publication with a unified visual identity, a new content format, and two complete zines — all produced within a single year alongside Pacific Ties' regular publishing schedule.
- 300 zines distributed across two editions (winter and spring), each turned around in 10 weeks
- 30 articles published, including weekly Fresh Catch updates
- 52 Instagram posts, generating 5K likes and reaching an average of 2.5K accounts per post
Each initiative expanded what the newsmagazine could offer: a clearer brand, more consistent content, and new formats built around the work rather than asking the work to fit an existing structure.
REFLECTION
When designing the new logo, I struggled to find a symbol that captured the full diversity of the APIDA community. Rather than continuing to iterate alone, I opened the decision up to the entire team — writers, editors, and designers. The fish symbol that became Pacific Ties' new logo came directly from that conversation.
Managing a team of 25+ people across editorial, design, and illustration required trusting others to own their work. Rather than monitoring every step, I focused on making deadlines and expectations clear upfront — giving section editors what they needed to deliver without micro-managing. Effective communication wasn't about volume, it was about clarity at the right moments.
What I’d do differently. The handoff between writer and designer led to the most friction within our workflow. Once a piece was published, getting it turned into an Instagram post required a separate coordination loop. With more time, I would have implemented a more structured handoff process earlier. Clear templates, defined timelines, and a shared system would have helped make publishing a piece and producing its corresponding post feel like one continuous workflow rather than two separate ones.