Parsons School of Design
BFA Communication Design
Thesis 2021

Parsons School of Design
BFA Communication Design
Thesis 2021

Core Empath Corp
Danielle Beatriz Go

Empathy is not only placing oneself into another person’s perspective, but similarly it is the ability to understand other people’s experiences. Because of the resemblance between a personal identity and a brand identity, brands have the capacity to empathize and create personal connections with their customers. Though brand empathy can seem disingenuous, when done transparently with the interest of catering to the needs of the community and the planet, it has the power to cultivate social change and have consumers do the same.

Core Empath Corp is the first benefit corporation that identifies empathetic businesses and certifies them as Core Empaths. The OTA-bound brand manual contains collected brand user interviews that explore what it means to be an empathetic brand and what brands can do to be more empathetic. It is brought to life with bright, softened gradients to represent brand empathy in a positive light. Typography is used to differentiate itself from the B-Corp, with enlarged text signifying a call to action that encourages readers to ask these questions themselves; or, free-form text that suggests energetic movement and the visual identity’s ability to take on various forms.

Core Empath Corp sheds light on the need for greater empathy among company leaders, designers at brand agencies, and, above all else, within oneself. Mindful acts of empathy can inform conscious consumption: how money is spent and in whom it is invested. An investment towards the planet is an investment towards people — ourselves and future generations to come.

(Red)

Dotun Abeshinbioke

Darina Abuzarova

Sung Hyun (Julie) Ahn

Anisa Al Raisi

Hazal Aysel

Vivek Bajaj

Sunayana Bali

Elliot Bohlen

Madison Brang

Allison Bynum

Rachel Chang

Lilliana Checo

Jizheng Chen

Lena Chen

Mi Chen

Raghav Chhabra

Shreya Chittaranjan

Christopher Chu

Shenny Chuang

Calen Chung

Mae Craford

Chengcheng Cui

Rebecca D'Agostino

Dani de los Santos

Nika Diomidovskaia

Aira Dolfo

Maya Eapen

Yaron Erkin

Louis Falisse

Xiaoke Fei

Bernadette Figueroa

Shih-Ju Fu

Ana Furtado

Martina Gallo

Chenxi (Lisa) Gao

Sierra Glicker

Danielle Beatriz Go

Danni Gomez

QingYing (Mimi) Guan

Peiru Guo

Siyu Hang

Trudy Hoang

Will Howell

Annie Hua

Wallis Huang

Charis Huling

Sana Jamali

Aeva Karlsrud

Lake Kennedy

Byunghyun Kim

Destiny Kim

Yeji Kim

Zen Koo

Padmaja Kothari

McKayla Lankau

Hyunseung Maddie Lee

Jade Lee

Jiwoo Lee

Juna Lee

Victoria Lee

Emma Lepore

Scarlet Li

Sunny Li

Sohyunn Lim

Misty Lin

Stephanie Lin

Yu Tong Tiffany Ling

Lilian Liu

Phoebe Lo

Charlotte Lomas

Kevin Loumeau

Wen Hsin Lu

Dirm Luawo

Peiyun Luo

Youran Mao

Imani McIntosh

Rebecca Mesonjnik

Velimar Molina

Matilde Sofia Monti

Gavin Mullally

Syalsabila Karissa Munaf

Michael Mungai

Sanjana Navar

Katelyn Paik

Aileen Pan

Chanjoo Tiffany Park

Namjoon Park

Storey Pearson

Mariel Quadrino

Simran Rao

Felitasari (Tata) Rekso

Yasmin Rozmee

Rainier Salas

Julia Sams

Eva Serrano Reisner

Anvita Shah

Suditi Shah

Amal Shaheedi

Joyce Shi

Samantha Simotas

Claira Smith

Hyunji Song

Carolina Stierli de Abreu

Niharika Sundarigari

Rachael Tomaszewski

Tiffany Tong

Svasti Ujagar

Ariana Ushiki

Diana Victoreen

Yiqi Wang

Yutong Wang

Zheng Wang

Jasmine Wei

Savannah West

Summer Wojtas

Jacquelyn Wu

Ricky Xie

Connie Xu

Karrie Xu

Ellen Yang

Jacqueline Yang

Emily Yun

Monique Zeitouny Dayan

Cecilia Zhang

Cheryl Zhang

Claire Zhang