Credits
Will Johnson
ROLE
Creative Director
Brand Strategist
Web Designer
Marketing Strategist
COLLABORATORS
TRACIE GARDNER | Exec. Director
JOY RUCKER | Co-Director (Former)
EILEEN LIANG-MASSEY | Admin
TIMELINE
April – October 2024
Strategy
NBHRN’S new visual identity balances professionalism alongside grassroots activism of the Black women in leadership, past and present, leading the charge.
By using warm, powerful tones and bold typography to reflect strength and unity, NBHRN could now attract the key audiences and game changers to their conversations.
Key Contributions
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UX/UI Design
Designed and launched a modern, responsive website to centralize resources and advocacy efforts.
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Brand Identity
Developed a comprehensive brand identity, including logo, typography, and color palette.
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Marketing Strategy
Created a social media and digital engagement strategy to strengthen community outreach.
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Merchandising
Designed branded merchandise and wearables to support advocacy efforts and community engagement.
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Promotional Advertising
Developed visual displays and interactive media for promotional and event-based outreach.
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Visual Design
Produced branded assets for national campaigns, presentations, and fundraising.
METHODS
The website and digital experiences were designed to be accessible and resource-driven, ensuring clear navigation for community members, future investors, and policymakers.
BRAND IDENTITY: Hero Graphic w/ Brandmark
BRAND IDENTITY: Style Guide Introduction
BRAND IDENTITY: Promotional Mockup
BRAND IDENTITY: Branded Outreach Kit
VISUAL DESIGN: Business Cards
VISUAL DESIGN: Branded Apparel
VISUAL DESIGN: Communications Styling
VISUAL DESIGN: Culturally-Specific Products
PROMOTIONAL MATERIALS: Urban Impact
PROMOTIONAL MATERIALS: Bold Visibility
PROMOTIONAL MATERIALS: Transit Advertising
PROMOTIONAL MATERIALS: Hand-to-Hand
UX/UI DESIGN: Donation & Booking Page
UX/UI DESIGN: LinkedIn Page
UX/UI DESIGN: Responsive, Multi-Device Experience
UX/UI DESIGN: Facebook on Mobile
MERCHANDISING: Carry the Message
MERCHANDISING: Wear the Movement
MERCHANDISING: Styled for the Kids
MERCHANDISING: Grounded in Style
Outcomes
& Impacts
90% INCREASE IN ENGAGEMENT
A refreshed brand and digital presence drove stronger audience interaction across platforms.
IMPROVED ACCESSIBILITY
A redesigned website made advocacy tools easier to find, share, and use.
STRENGTHENED BRAND IDENTITY
Cohesive visuals and messaging positioned NBHRN as a leader in Black-centered harm reduction.
EXPANDED REACH
Targeted design and messaging engaged policymakers, allies, and advocates, driving awareness and partnerships.
CLIENT FEEDBACK
"Your brilliant mind for marketing transformed how we communicate our mission. Combined with this new website, you gave us a stronger, more integrated, united voice in our advocacy work."
—Joy Rucker, Co-Director (Former)
"Before you came on, our social presence felt scattered—now, it’s a force. The visuals are striking, the messaging is clear, and engagement has skyrocketed. We finally have a brand that speaks as boldly as our mission."
— Eileen Liang-Massey - Administrator
"This rebrand didn’t just make us look better—it made us stronger. Having a unified identity has changed the way partners, funders, and policymakers see us. It’s opened doors, built trust, and reinforced that Black harm reduction isn’t just a movement—it’s a necessity."
— Tracie Gardner - Executive Director
