MLK Jr. Celebration:
Campaign
Challenge:
Operating in a high-intensity, agency-style format, my team and I were challenged to conceptualize and execute a multi-channel campaign for the MLK Foundation. Competing against nine other industry-focused teams, we worked together to develop a cohesive brand narrative that could scale across diverse platforms. My role focused on ensuring the visual system remained modern and resonant while the team collectively worked to honor the Foundation’s historic legacy for a new generation of community leaders.
Research:
Following a deep-dive competitive audit, my team and I identified key opportunities to modernize the Foundation’s visual presence. We worked together to translate the core values of community and integrity into a scalable identity system, featuring a refined typographic hierarchy and a new mission-driven tagline. This collaborative approach allowed us to bridge the gap between the organization's historic legacy and modern digital engagement. The resulting system ensures a consistent and impactful brand voice across all physical and digital platforms.
Solution:
My team and I led the development of a mission-driven tagline and a comprehensive suite of integrated brand collateral. We designed this system for a systematic rollout across physical, digital, and social environments to ensure a cohesive presence. By prioritizing a unified visual language, we created a campaign that maintains its impact from large-scale print materials to high-traffic social media platforms.
A multi-channel brand system bridging digital, print, & community touchpoints under the theme: Face of a Leader
