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CA MADE is a state labeling program created to promote consumer awareness and support products manufactured in California. I was commissioned to design the official label for the program—a project that called for both strategic thinking and visual storytelling.

The design process was extensive, beginning with 85 hand-drawn sketches and 35 digital compositions that explored a wide range of concepts rooted in California’s identity. Working closely with the team, I thoughtfully integrated a variety of symbolic elements—waves, sun, cog, bear, stars, mountains, and buildings—each representing distinct facets of the state. At the core of the final design is a flat illustration of California’s iconic shape, serving as the foundation for a seal that reads “CA MADE.” The seal, a nod to government emblems of official recognition, is layered with radiating sun rays and encircled by a tapered ring representing the horizon—a subtle metaphor for opportunity and optimism. The result is a cohesive, visually rich logo that honors the diversity, creativity, and promise of California-made products.