Brief: Compose a brand creative platform, a public facing expression and visual direction, that embodies Build the Bench’s initiatives and overall organizational vision in a way that will break through to the targeted demographic: underrepresented minorities.
Solution: I developed a visual identity that strongly highlights issues or imagery by literally framing subjects using benches from the logo; working in tandem with the new campaign slogan, “We Represent”. Visuals were formatted to various media channels including OOH and Instagram to reach the New York City urban audience and enlist the desired younger demographic.
