York University, Black Creek Community Health

Re-Presenting Innovation: Redefining and Representing Black Entrepreneurship.

Background

The Black Entrepreneurship Alliance (BEA) is an accelerator that champions the growth and success of Black entrepreneurs through a well-curated blend of programs, partnerships, and innovative tools. Aiming to develop a brand identity that resonates deeply with its mission, BEA sought to create a distinctive brand presence that stands competitively in the entrepreneurial support landscape.

Challenge

Developing a robust brand identity that resonates with a diverse demographic—spanning Gen Z to Gen X—and convey the org's foundational values of support, innovation, and empowerment.

Solution

Introducing a culturally resonant visual identity, utilizing typefaces by African-American designer Joshua Darden, and implementing a vibrant color palette. Detailed brand guidelines were established to ensure consistent application across all materials. Enhanced digital tools and a strategic social media approach were also employed to boost engagement and community support.

Scope

Visual Identity:
A new logo was introduced, featuring a stylized 'B' to represent unity and collaboration within the Black entrepreneurial community, connecting the historical wisdom, present efforts, and future potential of its members.

Purposeful Typography:
UNSGND chose typefaces designed by Joshua Darden, an African-American typeface designer, to highlight its dedication to supporting Black creatives. This choice not only enhances the visual appeal but also embeds a deeper cultural significance into the brand’s identity.

Brand Guidelines:
Detailed guidelines were established to ensure consistent application across all communication channels, reinforcing the brand's new identity and message.

Slogan/Tagline Development:
"Re-Presenting Innovation" This slogan plays a dual role in BEA's strategy. Both signifying BEA's role in representing the Black community and suggesting a re-presentation, or a fresh portrayal, of what Black entrepreneurship looks like to the world, challenging existing stereotypes.

Enhanced Digital Presence:
A revamped website and strategic social media use were aimed at increasing engagement and providing accessible resources, leveraging designs that resonate with BEA’s target demographics.