WORK
A new look for enduring impact.
LEAP stands for Leadership Education for Asian Pacifics, but what it truly means is advocating for and developing Asian and Pacific Islanders who are dramatically underrepresented in leadership roles. For example, only 3.7% of board seats in the Fortune 500 are filled by Asians and Pacific Islanders—that’s 209 out of 5,670 seats. Unacceptable numbers!
The Story
Since its inception back in 1982, LEAP has been unwilling to let inequity remain the norm. The nonprofit organization has been leading the charge on perfecting an array of programs designed to help Asians and Pacific Islanders not only embrace their heritage but lead with new power and purpose.
This part of the LEAP story has been one of constant innovation and evolution. LEAP are masters inside the classroom with magnetic instructors and a vibrant alumni community. But, amid all the groundbreaking work, one part of LEAP stayed absolutely put—their brand was stuck in a rut. LEAP looked dated. Which gave the impression that time passed them by—unfortunate when the opposite is true.
“Overdue for a rebrand”
That’s what Executive Director Linda Akutagawa said when we first spoke. And when I saw LEAP’s tribute to 1997 in the form of a website, I thought “overdue” was an understatement.
After a battery of exploratory interviews, we facilitated group discussions for two full days in Los Angeles with LEAP’s board and leadership. And here’s where it gets interesting. Many of the leaders and board members were LEAP alumni. Most had taken part in LEAP’s programs and were so inspired, they signed on in the form of volunteering nights and weekends to further LEAP’s mission.
That’s what I call passion in action!
We saw an opening in the LEAP story. We thought, why don’t we capture the love and enthusiasm that LEAP participants feel for the organization?
And this seed of an idea grew into a colorful story about LEAP’s impact, which you can see in this gallery. LEAP’s impact on the individual has worked its way up and into more top-level leadership roles such as C-suite positions and Fortune 500 board seats. If you are inspired by this story and would like to contribute to an organization advocating for the Asian and Pacific Islander community, donate here.