portfolio
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.
The Green Store
social impact initiative
The Green Store is an innovative pop-up creative placemaking project that goes beyond traditional retail. It aims to promote and inspire an eco-conscious lifestyle by offering sustainable alternatives, educational programs, and a vibrant community space. With a focus on environmental sustainability, The Green Store encourages individuals to make conscious choices that have a positive impact on the planet. This case study delves into the inception, growth, and impact of The Green Store, highlighting its unique features and notable achievements.
project overview
background
programs and offerings
The Green Store aims to engage and educate individuals through a range of programmatic initiatives. By hosting a diverse lineup of events, The Green Store creates an inclusive platform for people to learn, collaborate, and actively participate in the environmental sustainability movement. The programs include:
Educational Workshops: The Green Store offers a series of workshops on various topics, catering to individuals at different stages of their eco-conscious journey. From "Recycling 101" to "Zero Waste Cooking classes," these workshops equip attendees with practical knowledge and skills to reduce waste and make sustainable choices.
Community Events: The Green Store hosts community gatherings and social events to foster a sense of belonging and collaboration among like-minded individuals. These events serve as opportunities for participants to connect, share experiences, and brainstorm ideas on how to collectively create a greener future.
Health and Wellness Activities: Recognizing the importance of holistic well-being, The Green Store provides health and wellness activities such as yoga classes, meditation sessions, and eco-friendly fitness programs. These offerings promote a balanced lifestyle while emphasizing the connection between personal well-being and environmental consciousness.
For the Girls Health Period organization, I undertook a website redesign project that builds upon their existing branding and expands their online presence. By leveraging their established logo and color palette, I developed a comprehensive brand strategy that resonates with their target audience. The main focus was to create a dynamic and engaging website that caters specifically to young teen girls, making them feel welcome, supported, and empowered.
The key objectives of the website redesign were twofold. Firstly, it aimed to provide an inclusive and safe space where young teen girls can access reliable and age-appropriate information about menstrual health. Secondly, the website aimed to foster a sense of community and empowerment among the target demographic by offering engaging content and interactive features.
The redesigned website for Girls Health Period is a playful and vibrant digital platform that captures the attention and interest of young teen girls. The design elements were carefully selected to create an inviting and welcoming atmosphere, ensuring easy navigation and a user-friendly experience. The website incorporates a combination of captivating visuals, interactive features, and intuitive layout to encourage exploration and engagement. Through its dynamic and engaging design, the website aims to educate, support, and empower young teen girls, making their menstrual health journey a positive and empowering experience.
Girls Health Period
website design
project overview
key objectives
website design
LOGO + WEBSITE DESIGN
The Sisgi Group
The project with The SISGI Group involved enhancing their branding and creating a professional new website to support their mission of providing strategic resources for individuals, groups, and organizations engaged in mission-driven work. The initial focus was on expanding their existing logo and color palette to elevate their overall brand identity and create a cohesive visual language that aligns with their values and goals.
The key objectives of the project were two-fold. Firstly, it aimed to refine and update The SISGI Group's branding, starting with the expansion of their color palette and the design of a new logo. This strategic approach ensured that their brand image accurately represented their mission and values. Secondly, the project aimed to develop a professional website that effectively showcased The SISGI Group's services and resources. The website was designed to be user-friendly, informative, and visually appealing, empowering individuals and organizations to access the knowledge and capacity they need to drive impactful change.
The website design for The SISGI Group reflects professionalism and credibility while maintaining a user-centric approach. The design highlights their strategic resources and services, providing a seamless user experience that allows visitors to easily navigate and access the valuable content. The website features a clean and modern aesthetic, incorporating the expanded color palette to reinforce the brand identity and evoke a sense of trust and expertise. The design elements and layout were carefully crafted to present information in a clear and organized manner, enabling visitors to quickly find the resources they need. Overall, the new website presents The SISGI Group as a reliable and knowledgeable partner in mission-driven work, further enhancing their effectiveness and impact.