ABOUT—

2023

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Brand Strategy
Visual Identity
Web Design
Packaging Design
Collateral

CLIENT'S CHALLENGE—

Since 2016 Just BE has been supporting Black Women Entrepreneurs in the Bay Area. In 2023, Hope's new reimagined vision and mission for Just BE meant the brand needed a complete overhaul in order for it to represent its current and future community members. The challenge was making sure the new brand didn't lose or confuse the already established community. Instead, Just BE needed to excite and reenergize their current supporters while also attracting new folks to be part of the next evolution of Just BE.

Lastly, Hope understood that as she took on Just BE 2.0 on her own, the overhaul would be extensive and she couldn't do it all alone. She then sought out my help as well as the help of Sarah Chung, who brought the brand's messaging, copy, and marketing strategy to life.

01.

Relaunch Just BE and clearly communicate its direction as an online community with a membership model for Black Women Entrepreneurs.

02.

Launch + market the new programming focused on healing, health and prosperity for Black Women Entrepreneurs.

03.

Reactivate the established Just BE community and attract new members to sign up.

THE SOLUTION—

After taking a brand deep dive, the solution to reactivate Just BE and its new focus was to create a brand that vibrant, inspiring, and fun. The goals was to position Just BE as a community that is friendly, accepting, down-to-earth, and playful, while at the same time having a courageous, radical approach, as they've got a mission to break away from the norms to reimagine a different way of living and being an entrepreneur. 

The brand is energetic, fun, and relatable but also grounded in things that matter. The look and feels includes a complex combination of vibrant colors, playful shapes and patterns, and community focused imagery.

KEYWORDS—

Based on our strategy, we wanted to keep some of the original personality of the brand which was vibrant, joyful, and fun, so a new color palette was created to include bright and lively colors that feel modern and playful. 

PURPLE 

#6644F2

ORANGE 

#FD9528

MINT

#E0FFF7

YELLOW

#F9D332

PINK

#FFE4DD

LOGO—

The fully custom logo brings out the bold and fun personality traits of the brand. The logo needed to take a stance, feel strong yet friendly, bold but not masculine. Hope wanted to make sure the "BE" of Just BE was emphasized, so stacking the words was a great solution. The goal was to create a logo that was fun, approachable, feminine, and modern. The outcome is a curvy and graphic logo that speaks to the brand's femininity, playfulness, and unapologetic boldness.

—ORIGINAL LOGO—

—NEW LOGO—

—SYMBOL—

TYPOGRAPHY—

The brand's typography includes both a serif and sans serif typeface. The serif typeface "Very Vogue" specifically used for headlines, bringing a touch of femininity to the brand, while Aileron, the sans-serif typeface is used for subheadlines and body copy keeps the brand looking modern and clean.

—BRAND STRATEGY ROADMAP—

—WEBSITE DESIGN + COLLATERAL—

—HOMEPAGE BEFORE & AFTER—

Use your cursor to move the white bar in the center of the image below and view the before and after of the home page.