Black Lives Matter OKC

Project Overview
Black Lives Matter OKC approached us to build them a set of identity standards in the spring of 2020: the spring that COVID-19 and George Floyd were in the headlines. Their chapter did not have any presence online and needed to get crucial information to protestors quickly.
My Contributions
Strategy, Creative Direction, Website
Apr 2014 - Mar 2015
The idea of "getting information to protestors quickly" drove every design decision we made. The goal of Black Lives Matter OKC is NOT to have people on their website. It's to have information available, and opportunities to convert clicks into real-world tangible action. In other words, we wanted to get people off the site and in the streets. So SEO stats and bounce rates be damned, we made the whole thing black with white text and not images. Why? Because the state-sanctioned wholesale slaughter of people in the street isn't cute. It's not something you can decorate or slap a happy photo on to dismiss. From the moment the user lands on the site, it feels un-designed: almost like the kind of thing one might throw up using an open-source tool during an emergency. This felt like a radical approach when we pitched it, but the chapter has been thrilled with the website and the results that it's yielded for them thus far. I am personally proud of myself in this project for the creative directing my designer to only use black and white, etc. in spite of knowing that might sound like a pretty constraining request from a creative director. Luckily, I'm surrounded by a team of people who like to do things that push the envelope a bit in service of making something better. The brand typeface, Martin, was cut by Tré Seals, a Black type designer, and finds its roots in protest signage of the Civil Rights movement.

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