Overview 

In response to George Floyd’s death and the rising calls for social justice, I led the development of Guttman Community College’s Black Lives Matter conversation campaign. The campaign provided a safe platform for students, faculty, and staff to share their thoughts and feelings on the topic of racial injustice.

 

Role and Responsibilities

As the lead designer, I conceptualized, designed, and managed the BLM campaign, carefully creating a supportive atmosphere for students and faculty to voice their views on racial issues. My responsibilities included branding, visual identity creation, and engaging participants while prioritizing empathy and inclusivity.

 

Creative Process and Approach

With an emphasis on empathy, I researched community responses to social justice campaigns and designed a concept that prioritized emotional safety. Black-and-white portraits were combined with personal statements to reflect the raw, honest conversations occurring within our community.

 

Design Solutions and Choices

The design combined bold black-and-white portraits of each speaker with their statements, symbolizing solidarity. For the campaign’s branding, I used ‘Black Lives Matter’ in vibrant yellow against a dark background, highlighting the movement’s urgency and our commitment to awareness and change

 

Challenges and Problem-Solving

Due to pandemic restrictions, it was challenging to create a physical space for conversation, so I focused on a visual campaign that could reach the entire community online. I also approached each design decision with cultural sensitivity, ensuring participants felt safe sharing their personal experiences on such a sensitive topic.

 

Final Outcome and Client Feedback

The campaign received high praise from students and faculty for its sensitivity and authenticity. By creating this visual platform, we fostered a stronger sense of community at a time of national division, bringing our college together in meaningful conversation.

 

Reflection and Key Takeaways

This project underscored the importance of design as a tool for social impact, especially during times of crisis. It strengthened my skills in empathy-driven design and taught me to balance creative vision with a deep respect for community voices.