change, progress, equality.

In my final year at York St. John University, I had the opportunity to respond to a live client brief aimed at reviving the Race Equality Charter (REC) identity and enhancing its visibility throughout university locations. The goal was to create a brand presence that would effectively raise awareness and engagement among the university community.

The project began with extensive qualitative research, including interviews with students and staff from all backgrounds, to ensure that the design conclusion was informed, inclusive, and truly reflective of real experiences. These observations influenced both the visual language and strategic goal of the identity. I created a new and innovative brand system for the REC using iterative design development, which included everything from typeface and color studies to spatial applications and digital adaptations. The goal of the new brand is to encourage action and assist current efforts for racial justice in higher education. The emphasis on moving forward toward a better future was crucial to this new vision, which was reflected in the ripple pattern of the brandmark and incorprorated abstract ribbon formations. The use of visual abstract narratives reinforced this notion, regardless of how this better future comes to pass.

This project embodies my dedication to socially conscious, research–driven creative work as well as my belief that design can act as a catalyst for systemic change.