bEarth Work
branding, website + marketing
bEarth Work is a brand that aims to connect Black women and birthing individuals with a diverse range of online classes taught by Black birthworkers and health professionals. With a focus on serving black professional Millennial women, the brand offers comprehensive courses covering various aspects of the birthing journey, including birth preparation, breastfeeding, and postpartum care. The project encompassed brand strategy and identity design, website design, integration of the new branding into the app, and the creation of an engaging content marketing strategy with a particular focus on Instagram.
project overview
key objectives
brand strategy
- Develop a brand that resonates with black professional Millennial women, capturing their unique needs and aspirations.
- Craft a visually appealing and dynamic brand identity that conveys the essence of bEarth Work.
- Ensure consistency and cohesiveness across all brand touchpoints.
Engaging New Website:
- Design and develop a website that offers a seamless user experience, effectively showcasing the brand's offerings and encouraging user engagement.
- Implement intuitive navigation and compelling visuals to captivate and inform visitors.
- Prioritize mobile responsiveness to accommodate users accessing the site from different devices.
Comprehensive Content Marketing Strategy:
- Devise a content marketing strategy to promote the launch of the new app and attract the target audience.
- Craft engaging and informative content across various platforms, with a specific focus on Instagram.
- Drive brand awareness, educate the audience, and establish bEarth Work as a trusted resource in the birthing community.
As the creative strategist for bEarth Work, I crafted a comprehensive brand strategy that centered around supporting Black women and birthing individuals on their journey. Through meticulous research and understanding of the target audience, I developed a brand purpose that focused on providing accessible and inclusive resources, empowering individuals to make informed decisions autonomously.
The brand persona and personality were carefully defined to reflect strength, resilience, empathy, and authenticity, creating a safe and supportive environment. Additionally, I positioned bEarth Work as a unique platform tailored to the needs of Black women, offering online classes taught by experienced professionals and emphasizing inclusivity, cultural sensitivity, and personalized care.
The resulting brand strategy aimed to establish bEarth Work as a trusted and empowering resource for the community, celebrating their strength and unity.
website design
app design support
content strategy + design
The website design for bEarth Work seamlessly incorporates the brand's visually stunning artwork created using AI, along with design elements established in the brand strategy. With a focus on user experience, the design features video backgrounds and other engaging elements that captivate visitors. The website is designed to be easy to navigate, ensuring a seamless browsing experience. Moreover, the design is responsive, adapting to different devices, and screen sizes. Overall, the website design for bEarth Work combines aesthetic appeal with functionality, inviting users to explore and engage with the brand's offerings.
As part of my role, I provided design support for the bEarth Work app, which was developed using the Glide platform. Working alongside the development team, my responsibility was to seamlessly incorporate the brand's visual identity and design elements into the app. By ensuring consistent branding throughout the app's interface and user experience, I aimed to create a cohesive and immersive environment for users, aligning their app experience with the brand's overall look and feel. The result was a harmonious integration of design and functionality, enhancing the user's engagement and connection with the bEarth Work brand.
The content strategy and design for bEarth Work's app launch encompassed a dynamic and engaging six-week plan to introduce the brand and its offerings to the community through various social media channels. The strategy aimed to captivate and inform the target audience, nurturing their interest and driving excitement for the app.
The content strategy involved crafting compelling and informative posts, highlighting the unique features and benefits of the app. Each week, a carefully curated mix of content was shared, including educational articles, testimonials, videos, and interactive posts to encourage audience participation. By utilizing a variety of content formats, the strategy ensured that the messaging remained fresh and engaging, catering to different preferences and learning styles.
In addition to the social media content, a lead magnet in the form of a comprehensive checklist was created. This valuable resource provided the audience with a practical tool to support their journey, reinforcing bEarth Work's commitment to empowering and equipping individuals with the necessary knowledge and resources.
The content strategy and design aimed to establish bEarth Work as a trusted authority in the birthing community, showcasing the app's value and fostering a sense of community among its users. By delivering dynamic and engaging content consistently over the six-week launch period, the strategy sought to create anticipation, generate buzz, and drive downloads and active engagement with the app.
