Beyond Labels is a social awareness campaign designed to challenge unconscious bias and everyday stereotypes by spotlighting the stories of real people who make extraordinary contributions to their communities.

At the heart of the campaign is the idea that “It’s not where you’re from, but what you do that defines you.” Through storytelling, humor, and community engagement, Beyond Labels encourages empathy, sparks conversation, and inspires connection.

The visual identity features a bold typographic logo with a subtle nod to thinking outside the box—a concept echoed in both the campaign’s message and its execution. The flexible, layered design system invites curiosity and reinforces the idea of looking beyond surface-level perceptions.

The campaign culminated in a multi-sensory comedy night experience, complete with interactive lounge activations and a walk-through poster gallery celebrating everyday heroes.