At Real Black Grandmothers I was the art director that led a team of designers, marketers and videographers.
As the art director I owned the creative process and collaborated with the creative team to design a branding kit for easier onboarding of new people, streamline the content creation and ensure a unified story and identity across digital platforms. I also created custom social media templates for campaigns and worked with the  videographer, marketing manager and content strategist to launch campaigns. I occasionally created graphic design and illustrations to focus on capturing the intersection of Black grandmotherhood, the coronavirus pandemic, social protests, and state-sanctioned violence.
RBGM has a collection of stories but does not have a large digital presence and lacks social engagement.
Real Black Grandmothers is an archival project founded by Dr. LaShawnDa Pittman recording and interviewing grandmothers stories through digital (video) and written media. 
To tackle this problem I worked with the team to implement social guidelines, marketing, content and campaign strategy, and branding identity. 


THE HIGHLIGHTS
- Redesigned homepage and collections page which saw increased conversion of 2%, increased AOV $1.62 and newsletter sign up by 1.3%
- Bounce rate lowered
- Defined the Information Architecture
- Designed and implemented advanced design system
- Heuristic evaluation to identify core issues
- Conducted qualitative and quantitative research to identify problems, learn more about people and validate solutions 
- Copywriting/UX writing improved throughout site


HIGH LEVEL TIMELINE                     MAKE OF THE TEAM                            KEY GOAL       
2 months to design                           Designers, Videographers,             Create universal identity
and implement new                         Writers, Marketing                           and boost digital presence
branding kit and refine 
identity                                                
                                                                                                                      
THE CHALLENGE


THE PROJECT SCOPE
RBGM has a collection of stories but does not have a large digital presence and lacks social engagement.
Real Black Grandmothers is an archival project founded by Dr. LaShawnDa Pittman recording and interviewing grandmothers stories through digital (video) and written media. 
To tackle this problem I worked with the team to implement social guidelines, marketing, content and campaign strategy, and branding identity.


Real Back Grandmothers distinguishes between Black grandmothers’ lived experiences and Black grandmothers as romanticized, pathologized, and caricaturized beings.
This project is important and crucial to stop the perpetuation of the negative and stereotypical identity of Black grandmothers that is often portrayed in the media. My goal as the art director was to create a unified visual identity and story of RBGM to allow people to more easily identify RBGM in the digital space and beyond. By increasing social presence Real Black Grandmothers hopes to collaborate with museums and other archives that focus on collecting Black stories and experiences.
 
 

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