Author: Kevin

Brief: TheBlackManCan is an organization dedicated to celebrating and empowering Black men and boys. Their online presence was previously split across two websites: a .com site for e-commerce and success stories, and a .org site focused on the foundation’s core mission.

Client Goal: To consolidate the two platforms into a single, cohesive .org website that clearly communicates the foundation’s mission, integrates success stories effectively, improves user engagement, and presents a modern, professional brand image.

Role: Lead Designer (UX/UI & Brand Strategy)

Responsibilities: User research (including competitive analysis), information architecture, user journey mapping, wireframing, prototyping, visual design, and creating UI components/styles in Figma for developer handoff.

Collaboration: Worked closely with developer Tirzah Johnson, who expertly handled the website implementation based on the Figma designs.

The previous split-site structure created several key challenges:

• Fragmented User Experience: Visitors struggled to get a complete picture, needing to navigate between two distinct sites.
• Brand Dilution: Maintaining consistency in messaging and visuals across two platforms proved difficult.
• Content Silos: Inspiring success stories were disconnected from the core foundation information, lessening their impact.
• Operational Inefficiency: Managing two separate websites demanded duplicated effort.

The primary challenge was to merge these platforms strategically, creating a unified digital presence focused on the foundation’s mission while enhancing the user journey for key personas.

My design process focused on understanding the user, the competitive landscape, and the strategic goals before moving into visual execution.

• Persona Definition: We focused on personas like “Marcus,” a young Black man (18-25) seeking inspiration and connection, to guide design decisions. His primary goal: finding relatable stories of achievement and positive identity.

• Competitive Analysis: To understand the landscape, I analyzed competitors like Blavity, AndScape, CassiusLife, etc.

• Key Insights:
  • Opportunity for Clarity: Many competitors suffered from busy layouts or unclear navigation, highlighting a need for TheBlackManCan to prioritize a simplified, clean user experience.
  • Visual Polish Matters: Sites like AndScape and The Players Tribune demonstrated the impact of strong visual design, setting a benchmark for the redesign.
  • Content Focus: The analysis reinforced the decision to focus the merged site on the foundation’s core mission and impact stories, differentiating it from broader lifestyle or publishing platforms.

• User Journey Mapping (Comparative): Based on the persona and goal, I mapped the user journey for finding inspiring content on both the old fragmented sites and envisioned the improved journey for the new consolidated site.

• Key Pain Points (Old): Confusing navigation between sites, difficulty finding specific profile/story content, inconsistent visual experience, unclear calls to action.
• Key Improvements (New): Unified navigation, clearer content categories/cards, improved readability, dedicated sections for engagement (“Get Involved”).

The research phase led to a strategy focused on:

• Unified Information Architecture: Creating a single, intuitive navigation structure for the merged site.
• Content Prioritization: Emphasizing the foundation’s mission, impact, and programs.
• Streamlined User Flows: Making it easier for users like Marcus to find inspiring stories and ways to engage. (Include 1-2 key wireframe examples if available, showing the structural changes)

• Brand Enhancement: Refined and modernized the existing visual identity, establishing a clean, professional aesthetic with strong typography and imagery, suitable for the foundation’s mission.
• UI Design: Designed key page templates and components in Figma, focusing on readability, accessibility, and brand consistency.
• Component Library: Created reusable components (buttons, cards, navigation elements) and defined styles (colors, typography) in Figma to ensure consistency and facilitate efficient developer handoff.

• Provided detailed Figma prototypes and design specifications to the developer, Tirzah, ensuring a smooth transition from design to live site. Maintained close communication throughout the build process.

The redesigned TheBlackManCan.org successfully integrates the content and purpose of two previous sites into a single, impactful platform.

• Consolidated Experience: All content (News, Programs, Impact Stories, Get Involved, Partnerships) now lives under one roof with clear navigation.
• Mission-Focused: The design prioritizes the foundation’s work, impact, and ways for the community to connect.
• Improved UX: A cleaner layout, card-based content presentation, and refined information architecture make the site easier to scan, read, and navigate, directly addressing pain points identified in the user journey.
• Modernized Brand: The updated visual design presents a more professional and engaging face for the organization.

• The Power of Consolidation: Merging the two sites significantly clarified the brand message and improved the user journey, demonstrating the importance of strategic information architecture.
• User Journey Mapping Value: Comparing the “before” and “after” user journeys clearly highlighted the UX improvements achieved through the redesign.
• Design-Dev Collaboration: Close partnership with the developer was crucial for successfully translating the Figma designs into a functional website.

Field Trip, operating as a subsidiary of Cake Cannabis in Tulsa, OK

Field Trip needed to enhance and extend their existing playful brand identity across crucial touchpoints. Key requirements included refining their logo system for versatility, designing compliant and engaging mylar bag packaging for their cannabis products, and developing an apparel line to create additional monetization opportunities. The core challenge was to evolve the brand’s application while staying true to its established lighthearted, cloud-themed aesthetic.

Collaborating directly with the founder (a previous colleague) in the fall of 2021, I spearheaded the packaging design initiative. My contributions included refining the logo system, designing the mylar bag packaging (including die lines), and conceptualizing and preparing an initial apparel line (including tech packs).

The strategy focused on leveraging Field Trip’s established playful identity – characterized by its cloud-style wordmark and kite motif – and extending it cohesively. We aimed for simple, memorable designs that captured a lighthearted, accessible vibe suitable for the Tulsa market. The approach involved extracting key visual elements (clouds, kites, open fields) to build upon and ensuring all new designs were production-friendly for cost-effective manufacturing.

Analyzed the original large logo lockup (cloud lettering ‘Field Trip’ with a kite). Identified the need for a more compact version for smaller applications. Developed a secondary, short-form “FT” logo mark rendered in the identical cloud style to ensure brand consistency and scalability

Explored the playful visual themes (clouds, fields, blue skies). Designed the mylar bag layout prioritizing simplicity and brand recognition, featuring the primary logo lockup prominently. Incorporated compliant ingredient list requirements. Developed precise die lines for production.

Conceptualized three distinct graphic tee designs to offer variety: a classic block-logo tee, a trendy pocket-logo design (inspired by Gallery Dept. aesthetics), and a dynamic graphic tee utilizing the kite element down the side. Prepared detailed tech packs to streamline the printing process.

The project delivered a refined and expanded set of brand assets designed for consistency and appeal:

• Refined Logo System: Introduced a versatile “FT” cloud-letter secondary mark for flexible use alongside the original logo lockup.
• Mylar Bag Packaging: A clean, playful design featuring the primary Field Trip logo on a distinctive solid coral background with sky-blue accents, creating an approachable yet memorable product presence. Included compliant layouts and production-ready die lines.
• Apparel Line: A curated collection of three graphic tee designs offering different styles while consistently reinforcing the Field Trip brand identity. Delivered with detailed tech packs for efficient manufacturing.

The client expressed strong satisfaction (“loved the design work and decisions”) with the enhanced brand elements and new product designs. The provision of detailed die lines and tech packs facilitated smoother, more efficient production processes for both packaging and apparel. Significantly, the success and quality of this project served as a valuable portfolio piece, directly leading to subsequent opportunities and connections with other cannabis clubs seeking brand identity and consumer packaged goods design expertise.

Dela V is a Los Angeles-based cannabis club with a unique mission: selling high-quality cannabis products while directing profits towards supporting Caribbean foundations, institutions, and specific causes in Jamaica, Trinidad & Tobago, and for people of color in the U.S. Their initial product line includes three distinct strains: “Spanish Town” (indica), “Jamexican” (hybrid), and “Soca Sargeant” (sativa).

Dela V required a distinctive brand identity that could effectively communicate multiple key facets: the premium quality of their cannabis, their unique philanthropic mission rooted in Caribbean heritage, and a sense of luxury to stand out in the competitive LA market. The challenge lay in balancing cultural authenticity and heritage with a high-end aesthetic that would appeal to discerning consumers.

As Graphic Designer, I partnered closely with a Brand Strategist to conceptualize and execute Dela V’s visual identity. My responsibilities included initial concept exploration, detailed illustration, final logo design, and establishing the foundational elements of the brand’s visual system.

The initial lion concept, while versatile, was refined to better achieve the target luxury positioning. This led to extensive research into Jamaican and Caribbean symbolism, particularly the Jamaican Coat of Arms and regional folklore. Discovering rich connections between heraldic elements (representing prestige and history) and mythical figures like mermaids sparked the core idea. I pushed creative boundaries to develop a unique chimera concept – half lion, half mermaid – meticulously illustrating the figure first in Procreate and then vectorizing it in Adobe Illustrator for maximum scalability.

Before focusing on the lion head motif, broader concepts were explored in Procreate on an iPad Pro. These included:

• An illustration inspired by the Jamaican ‘Wisdom Chalice’ pipe, rendered with an antiquated feel and paired with font called PatuaOne-Regular.
• A wordmark-focused design for “Dela V,” integrating marijuana leaves at key points and incorporating a ribbon stating “Made by Jamaicans.”

Following these initial explorations, the direction converged on developing the bold, loc-adorned lion head concept (the ‘standard’ logo), initially inspired by high-fashion (Versace) and Jamaican design elements. Once this lion head logo was refined and finalized, detailed packaging concepts were created for Dela V’s three signature strains, each featuring unique supporting illustrations developed in Procreate:

• Spanish Town (Indica): A cozy-style illustration referencing the architecture of the Jago de la Vega Cathedral in Spanish Town, Jamaica.
• Jamexican (Hybrid): A design inspired by traditional Mexican altars (with nods to aesthetics like Bones Coffee Company), featuring a skeleton lounging on Jamaican and Mexican flags, holding a joint.
• Soca Sargeant (Sativa): An energetic illustration of the performer Soca Sargeant integrated with a paint splatter effect utilizing the colors of the Trinidad and Tobago flag.
• Each of these mylar bag designs prominently featured the finalized lion head logo.

Subsequently, strategic discussions indicated a desire to explore an alternative direction with a more universally luxurious aesthetic to potentially broaden market appeal further, while still honoring heritage. This prompted deeper research into Jamaican and Caribbean symbolism, particularly the Jamaican Coat of Arms and regional folklore.

Discovering rich connections between heraldic elements (representing prestige and history) and mythical figures like mermaids sparked the core idea for this alternative luxury direction. I pushed creative boundaries to develop a unique chimera concept – half lion, half mermaid – meticulously illustrating the figure in Procreate and vectorizing it in Adobe Illustrator for maximum scalability, intended as a potential evolution or premium tier for the brand identity.

Two distinct visual identity directions were developed:

Centered around the bold, loc-adorned lion head logo, applied across detailed, culturally relevant packaging illustrations for each strain.

Focused on an illustrated chimera integrated with a heraldic crest and paired with a refined typeface, designed to evoke a higher-end, mystical feel. This concept was developed as a potential alternative or evolution for the brand.

Although the project’s final implementation path may have shifted after the design phase, the client continues to leverage elements of the work created. The original ‘standard’ logo concept developed during our exploration sees ongoing use on Dela V’s social media platforms. Furthermore, the broader set of logo assets created throughout the project have been utilized by the owner across other business ventures and use cases, showcasing their perceived value and versatility. We have maintained a positive connection since the conclusion of the design phase.

Reese El Don (longtime client and friend)

To develop unique and conceptually rich cover artwork for Reese El Don’s album “El Cantante.” The project journey began in mid-2018 without a defined initial creative direction, requiring collaborative exploration to establish a compelling visual theme that captured the essence of the music.

As the designer and close creative collaborator, I worked extensively with Reese El Don over several months (particularly gaining momentum in 2020) to brainstorm and build the entire storyline and visual universe surrounding the album. My role involved translating these complex narrative ideas, inspired directly by the music and themes, into the final album cover artwork using digital illustration techniques. (Note: I also created artwork for related singles like “Grind Mode” ft. Reason during this period).

After initial explorations, the definitive creative direction emerged following the release of Reese El Don’s single and music video “Selena Og” in February 2020. This track became the catalyst for building a rich narrative universe to frame the album experience visually and thematically.

We collaboratively developed a core narrative: the listener embarks on a metaphorical flight where “Selena Og” cannabis is served. As this journey progresses through the album’s songs, the listener experiences a culminating vision – a native woman materializing within the clouds, who then ascends into space as the flight reaches its apex. This narrative formed the conceptual foundation for the cover artwork, intended to visually represent the peak of this metaphorical, psychoactive journey influenced by the “SelenaOG” experience, even though the album title “El Cantante” and broader themes also incorporate Reese El Don’s Afro-Latino roots and hip-hop influences.

Translating this narrative visually for the main album cover involved creating a starry, atmospheric space scene entirely within Procreate on an iPad Pro. Using real photographs of Reese El Don and Indigenous peoples as references, I illustrated the key elements: Reese El Don as an ascending silhouette and the Indigenous woman seated cross-legged upon a cloud, embodying a celestial vision. Special effect plugins were utilized within Procreate to generate convincing cloud and starry atmosphere textures. The overall style aimed for a surreal, reference-based digital illustration, employing a cool color palette dominated by greens, turquoise, purples, and blues to enhance the celestial, visionary mood.

“Grind Mode” Single Artwork: To maintain consistency within the established artistic world of El Cantante, I created the cover art for the single “Grind Mode,” featuring Reason (formerly of TDE, known for associations with Kendrick Lamar, SZA, etc., and a previous collaborator with Reese). This artwork employed the same illustrative style and Procreate techniques used for the main album cover, featuring starry backgrounds and cool blue hues to evoke a cohesive moonlight effect. The illustration depicts Reese El Don and Reason standing together, with the biblical Jacob’s Ladder extending into the background towards space, visually interpreting themes relevant to the track.

This project further solidified a long-standing creative partnership spanning over 15 years with Reese El Don, extending even into unrelated business ventures. The successful release and rollout of ‘El Cantante,’ featuring the artwork and marketing collaterals I created, served as a crucial launchpad for Reese’s next major endeavor, ‘TeslaRap’ – a project merging rap music and Tesla technology, which we have been collaborating on since 2021.

Spiritually, Gina is a practitioner based in North Carolina, offering services such as tarot/oracle readings and chakra healings.

This project involved collaboration with GigiOnBrand, a Los Angeles-based brand strategy agency. While the agency may have guided the overall brand strategy, I served as the Graphic Designer responsible for creating the complete visual identity system.

Spiritually, Gina’s existing visual identity utilized three separate icons (sun, moon, star), lacking a single, versatile primary mark for effective brand application. The primary challenges were to consolidate these elements into one cohesive logomark and to develop a complete visual identity – including a unique custom typeface and color palette – that authentically reflected the brand’s organic, non-traditional, and spiritual essence.

As the Graphic Designer, I created the full visual brand identity system for Spiritually, Gina. My responsibilities included redesigning the logomark, defining the color palette, designing the custom ‘Jelly Pen Type’ script font, and preparing all creative assets using Procreate (for font creation), Adobe Illustrator, and Photoshop.

Guided by the client’s spiritual focus and the desire for a more cohesive and organic identity (likely informed by GigiOnBrand’s strategic direction), the visual approach centered on unifying the core brand symbols and developing a unique, handcrafted typographic voice. The strategy was to create visuals that felt personal, mystical, and intentionally distinct from conventional aesthetics, ensuring all elements (logo, font, color) worked together harmoniously.

Analyzed the previous three separate icons (sun, moon, star). Explored various methods to integrate these celestial elements into a single, balanced, and meaningful symbol. Refined the chosen combined concept for clarity and scalability using Adobe Illustrator and Photoshop.

Embraced the client’s request for an “unorthodox” typeface. Focused on developing letterforms with an organic, fluid quality using Procreate, intentionally deviating from standard typographic structure to achieve the unique, handwritten aesthetic desired. Prepared the font for practical use.

Delivered a unique and cohesive visual identity system tailored to the brand’s spiritual nature:

• Unified Logomark: A redesigned symbol effectively merging the sun, moon, and star elements into one cohesive mark, providing a stronger, more versatile primary visual identifier.
• Custom Typeface (‘Jelly Pen Type’): A unique script font crafted specifically for the brand using Procreate, featuring organic, unconventional letterforms. This typeface delivers a distinctive, personal feel and was designed for use within the logo itself and across heading titles.
• Color Palette: A distinct palette was established, grounding the identity in deep navy blue while introducing warmth and subtle energy through lighter, muted tones of salmon and burnt orange. This combination aimed to evoke a balance of intuition, warmth, and groundedness.
• Integrated System: All elements – the unified logomark, the custom script font, and the defined color palette – were designed to work together seamlessly, creating a consistent and unique brand expression across various mediums.

• The redesigned visual identity was successfully implemented, providing Spiritually, Gina with versatile and cohesive assets for consistent use across all brand touchpoints, directly addressing the initial challenge.
• The robust identity system created (logo, font, palette) later facilitated the seamless development of derivative brand materials, including custom tarot cards and serving as the foundation for a new website designed by another creative.
• The positive outcome and successful collaboration on this project directly led to further freelance opportunities for me with the GigiOnBrand agency on subsequent client projects, such as the Dela V Cannabis brand identity.

Loc City Parlor is a renowned hair salon with legendary status across Northern California (Sacramento to the Bay Area), specializing in exceptional locs and twists. Founded and owned by loctician Phet Phomthisane, the brand is distinguished by its unique identity that seamlessly blends Lao and African cultural elements and fosters a welcoming, diverse community.

Loc City Parlor needed a formal visual identity, primarily a logomark, that could authentically capture and communicate its unique essence. The key challenge was to create a symbol that visually represented the fusion of Lao and African cultures, honored the heritage and artistry of locs (while helping dismantle stereotypes), and resonated deeply with the salon’s established community and potential clients embarking on their loc journey.

Collaborating closely with owner Phet Phomthisane beginning in 2020 (marking my return to design after a two-year hiatus), I served as the designer responsible for concept exploration, cultural research, and the design and refinement of the final iconic logomark and typographic choice.

The initial strategic direction, driven by the owner’s vision, explored adapting a luxury fashion aesthetic (Versace) using Lao cultural symbols (elephant) and custom patterns. However, as the project evolved, the core strategy shifted towards prioritizing authentic cultural representation and deeper symbolic meaning over borrowed luxury motifs. A crucial part of the approach involved dedicated research into both Lao history/symbolism and the specific cultural significance and history of locs (understanding their distinction from dreadlocks) to ensure the final identity was respectful, meaningful, and truly representative of the Loc City community.

The process commenced with exploring the owner’s initial Versace-inspired concept: a Lao elephant adorned with locs, framed by a custom “LC” pattern replacing the Greek key. My subsequent research phase involved a deep dive into the cultural nuances and distinct histories of locs, recognizing their global heritage and differentiating them from the specific cultural context of dreadlocks. This understanding highlighted the importance of choosing symbols with inherent cultural weight. Concurrently, research into Lao heritage uncovered the powerful symbolism of the three elephants featured on the flag of the former Kingdom of Laos. This deeper cultural understanding directly informed the visual exploration, moving away from the initial Versace motif.

An early concept featured a side-view illustration of an elephant adorned with loc-style hair, drawing artistic inspiration directly from the single elephant often depicted in Lao cultural symbols.

A subsequent iteration evolved this idea into a front-facing elephant head with loc-style hair, encircled by a custom Greek key-inspired pattern (revisiting the initial luxury concept exploration but aiming for more relevant symbolism).

While these explorations were valuable, reflecting on the research into Lao history ultimately led to the decision that directly utilizing the three separate elephants from the historic Kingdom of Laos flag offered the most powerful and authentic representation, fully embracing the discovered symbolism and cultural fusion central to the brand.

The final, iconic logomark for Loc City Parlor features the three elephants derived from the historical flag of the Kingdom of Laos, distinctively adorned with loc-style hair. This powerful symbol was ultimately chosen for its ability to profoundly resonate with the brand’s unique identity. It masterfully encapsulates the rich cultural fusion of Lao heritage (elephants) and Black hair artistry (locs), celebrating the diverse community Loc City Parlor serves and honoring the deep roots associated with loc journeys. Complementing the regal nature of the logomark, the elegant serif typeface Retiro Std was selected; its distinctive serifs strike a harmonious balance between luxury and authority, further reinforcing the brand’s prestigious yet culturally rooted identity.

The final logomark, deeply rooted in cultural symbolism, was successfully adopted by the client. It has since become a highly recognizable symbol for Loc City Parlor, effectively representing the brand’s unique identity and reinforcing its legendary status as a staple service provider across its key regions in Northern and Central California, including Elk Grove/Sacramento, the Bay Area, and the Central Valley.

GRILLED MEATS & TREATS (GMT) has been a beloved food staple in Richmond, VA, since 2006. Founded by a Virginia State University graduate and New York native, the business grew from Italian ice and hot dog push carts into a thriving enterprise with multiple food trucks, a dessert truck, and catering services, known for its commitment to quality and a “Good Food, Good Mood” atmosphere.

Despite its local history and growth, GMT lacked a cohesive and professional brand identity. They needed a distinct logo and visual system, created from scratch, to significantly improve brand awareness and recognition across their diverse operations (trucks, carts, catering) within the competitive Richmond metropolitan market.

As the Graphic Designer, I collaborated directly with GMT’s ownership to define, design, and establish their foundational brand identity. My responsibilities spanned research and strategy input, logo system design (primary and secondary marks), brand guideline creation, menu design (for print and web), vehicle wrap design, and the creation of supporting marketing materials.

After discovery sessions with stakeholders to understand the company’s roots, values, and expansion goals, coupled with research into the local competitive landscape, we developed a clear strategy. The goal was to create a bold, memorable brand identity evoking a classic American BBQ/Western feel. This approach aimed to build strong local recognition, convey energy and excitement consistent with their food and atmosphere, and provide a professional yet approachable look applicable across all their physical assets.

• Discovery & Research: Conducted in-depth meetings with GMT ownership; researched local competitors’ visual identities to identify opportunities for differentiation.
• Concept Development: Based on the ‘BBQ/Western’ strategy, sketched numerous logo concepts and presented iterations to stakeholders, refining the direction based on feedback.
• Design Execution & Production: Developed the chosen circular logo concept incorporating flames and the specific typeface (Zebrawood STD). Created both primary and secondary logo marks for versatility. Meticulously vectorized the final logo suite in Adobe Illustrator, ensuring scalability for applications ranging from small print menus to large vehicle wraps. Prepared and formatted all assets for various print and online mediums.

A comprehensive and cohesive brand identity system was delivered, designed for immediate recognition and long-term use:

• Logo System: A distinctive circular logomark featuring integrated flame elements and bold, rounded text using the Zebrawood STD typeface to achieve a classic BBQ/Western aesthetic. Included primary (full) and secondary (small form) versions for versatile application.
• Color Palette: A warm, energetic palette dominated by reds, oranges, and yellows, selected to evoke excitement, appetite appeal, and align with the BBQ theme.
• Brand Guidelines: Foundational document outlining correct logo usage, typography, and color specifications for consistency.
• Key Applications: Designed visually consistent print menus, menus for their website (at the time), impactful vehicle wraps applying the new logo to trailers and food trucks, and various other marketing materials.

The foundational brand identity established through this project has proven exceptionally durable and effective, remaining consistently in use by GMT for over a decade since its creation. This longevity demonstrates the success of the design in capturing the brand’s essence. The cohesive visual system directly addressed the initial challenge, providing GMT with a professional and recognizable identity that supported their increased brand awareness and visibility within the Richmond region. This strong branding provided a vital foundation that contributed to GMT’s significant growth from a single trailer to a prominent multi-truck and catering operation.