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ETHEL'S CLUB
BRAND DESIGN, WEB DESIGN, ART DIRECTION, PRODUCT DESIGN, STRATEGY
As the first social and wellness club for people of color, I rooted the Ethel's Club visual library in our core values of play, vibrancy, and care. The Ethel's Club brand is designed to evoke warmth, thoughtfulness, and modernity alongside playful surprises and love for the homies.
IMPACT
Ethel’s Club continues to support the healing and creative journey of people of color across the U.S., and has been featured by Bon Appétit, Vice, Today, amongst others.
Ethel’s Club is an immersive wellness platform centering people of color. It began as a brick-and-mortar in Brooklyn, NY before expanding a year later into a digital platform for audiences across the U.S.
THE CHALLENGE
Establish the Ethel's Club visual identity across all brand and product touch points, including: branding, websites, print, video, photography, advertising, and social content.
WHAT I DID
As founding Creative Director, I established the visual brand across all product and brand touchpoints, including: branding, web, digital portal, print, social, packaging, and merchandise. I collaborated through the design process with Consumer, Marketing, and Engineering partners. We rooted the visual system in Ethel's Club's values of joy, community, and play. I also led the design launch of various Ethel's Club digital products: Digital Platform, Online Store, and Membership Portal. Additionally I managed our two-person design team as well as several contractors.