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REAL BLACK GRANDMOTHERS

A digital archive of and about Black grandmothers lived experiences

THE PROBLEM

RBGM has a collection of stories but does not have a large digital presence and lacks social engagement.

Real Black Grandmothers is an archival project founded by Dr. LaShawnDa Pittman recording and interviewing grandmothers stories through digital (video) and written media.

To tackle this problem I worked with the team to implement social guidelines, marketing, content and campaign strategy, and branding identity.

HIGH LEVEL TIMELINE

2 months to design and implement branding kit and strategy to launch the first campaign

MAKE OF THE TEAM

designers, videographers and content strategists

KEY GOAL

Create a universal branding kit and content strategy to boost digital presence

MY ROLE

At Real Black Grandmothers I was the art director that led the team of designers, marketers and videographers.

As the art director I owned the creative process and collaborated with the creative team to design a branding kit for easier onboarding of new people, streamline the content creation and ensure a unified story and identity across digital platforms. I also created custom social media templates for campaigns and worked with the  videographer, marketing manager and content strategist to launch campaigns. I occasionally created graphic design and illustrations to focus on capturing the intersection of Black grandmotherhood, the coronavirus pandemic, social protests, and state-sanctioned violence.

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THE PROJECT GOAL

Real Back Grandmothers distinguishes between Black grandmothers’ lived experiences and Black grandmothers as romanticized, pathologized, and caricaturized beings.

This project is important and crucial to stop the perpetuation of the negative and stereotypical identity of Black grandmothers that is often portrayed in the media. My goal as the art director was to create a unified visual identity and story of RBGM to allow people to more easily identify RBGM in the digital space and beyond. By increasing social presence Real Black Grandmothers hopes to collaborate with museums and other archives that focus on collecting Black stories and experiences.

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Graphic designs

I created graphic designs and illustrations for use on social media and for marketing. My designs were simple and typographic based to focus on amplifying the message, often a quote, from or about Black grandmothers and grandmotherhood.

THE PROCESS

Real Back Grandmothers distinguishes between Black grandmothers’ lived experiences and Black grandmothers as romanticized, pathologized, and caricaturized beings.

This project is important and crucial to stop the perpetuation of the negative and stereotypical identity of Black grandmothers that is often portrayed in the media. My goal as the art director was to create a unified visual identity and story of RBGM to allow people to more easily identify RBGM in the digital space and beyond. By increasing social presence Real Black Grandmothers hopes to collaborate with museums and other archives that focus on collecting Black stories and experiences.

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Social media

I led the team of marketers, graphic designers and videographers to make sure we created a cohesive image and one that would not only be beautiful visually but impactful and engaging.

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