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ETHEL'S CLUB
ART DIRECTION, GRAPHIC DESIGN, WEB DESIGN, UI DESIGN, STRATEGY, BRANDING, E-COMMERCE
As the first social and wellness club for people of color, I created a brand identity and site experience that celebrates our user and communicates our core brand tenets: warmth, thoughtful, modern, and full of playful surprises and love for the homies.
IMPACT
Ethel’s Club continues to support the healing and creative journey of people of color globally, and has been featured by Bon Appétit, Vice, Today, amongst others.
Ethel’s Club is an immersive wellness platform centering people of color. For you, by us — always.
THE CHALLENGE
Design and lead the identity for Ethel’s Club across all visual touchpoints: UI, brand, web, print, video, motion, photography.
WHAT I DID
Made Ethel’s Club’s values of joy, watch, and celebration the central premise of its visual identity. Evolved the brand with a stellar team.