case study - Black beauty near you

A strategic brand scaled a launch to 75 waitlist sign-ups

her goal

I needed a brand that could attract students online and make them feel like they'd found their people from the very first click.

The process

Jaida founded BBNY University to create a vital sisterhood for students at Predominantly White Institutions (PWIs).

She had a clear vision but needed a brand that could act as a beacon, growing her online community and making every student feel seen, supported, and at home.

phase 1 - rock solid foundation

The rock-solid foundation of "Home"

Before design, we solidified the strategy. The core insight was that BBNY wasn't just another student group; it was a "home away from home." Every branding decision would be filtered through this lens.

We refined the messaging to immediately communicate safety, community, and belonging, ensuring it would resonate deeply with students searching for their tribe in a large PWI environment.

phase 2 - decide on visual direction

Feels like finding your tribe

Jaida's brand needed to stand out with confidence and warmth. She chose the "Rebel" direction—not as an act of anger, but as a bold declaration of self-worth and community.

The visual identity became young, fresh, and dares to be different, using a vibrant pop of color to reflect the energy and joy of finding your people. This wasn't just pretty design; it was a visual handshake, telling students, "You belong here."

Final moodboard

Patterns & color combination

phase 3 - final designs

The unique brand you imagined

We translated the "Nurture" strategy into a full visual system:

A memorable, custom logo that symbolizes connection and community.
Warm, inviting patterns and social media templates that create a consistent and comforting presence.
Real-world mockups that brought the brand to life, showing how it would function as a welcoming digital hub.