Creating authentic change person at a time.
Minority communities, specifically the black community, often lack the opportunity to receive adequate resources and the necessary knowledge they need. Created to assist in bridging the gap between the black community and opportunity, The Greenwood Project (TGP) provides sustainable community investment and direction. Approached to create a brand identity, I was challenged with designing an identity that authentically represented its community.
ROLE: Design, Creative Direction
CLIENT: The Greenwood Project
I Am Because We Are
Based on the actual Black Wall Street in the Greenwood District of Tulsa, Oklahoma, and founded on the goal of Black Ownership, The Greenwood Project's principles rely on the realms of education, business, and politics throughout each community they are rooted in. Talking with the collective, I used their mission and voice as a foundation for the logo. Inspired by the philosophy of Ubuntu, I am because we are, I focused on the logo taking on the role of a badge. I imagined the logo being something those who are apart of and in support of TGP would proudly wear.
Crafted with simplicity, the combination of optimal spacing, classic iconography, and clean geometric shapes add an aspect of heritage and longevity. While the typography gives the logo its modern badge look. Giving the impression to its audience that The Greenwood Project is an organization you can trust despite the t young team.
With Instagram being The Greenwood Project's main source of communication, it was important to establish and design Instagram elements that were cohesive and reflected the brand's personality. The brand's color palette is heavily relied on to create an eye-catching consistency for its official launch.
Officially launching with their new brand identity in place, The Greenwood Project has created and solidified steady positive growth. People proudly rep their Greenwood Project merchandise, they have partnered with well-known members of the community, and were even able to create an annual scholarship for college undergraduates and graduates. With the overflowing support, it is evident The Greenwood Project has made a lasting connection among its community.
