JustLevel Brand & Web Design
A social impact brand that uplifts Black entrepreneurs.
2020 – 2021 · JUST LEVEL · BRADN DESIGN / WEB DESIGN
JustLevel was born out of an idea between two Black women social entrepreneurs breaking out of the nonprofit advocacy space into the corporate social impact space who wanted to help Black businesses and creatives integrated advocacy into their business plans.
The Scope of Work
I was hired amid the Black Lives Matter protests of 2020 by JustLevel to facilitate their branding process and design a new visual identity and web design that reflected not only their commitment to Black thriving, but also how they, taking lessons from their nonprofit experience, support Black business owners and creatives reorient their business models around advocacy — helping them center the social issues they are most passionate about in their business practices. The aim is to design a visual identity that could be built upon that represents JustLevel’s effort to tap into the power of Black capital to drive social change for Black communities. In so doing, the brand aims to help Black businesses, historically and generationally deprived of resources and support, thrive and “level up” as form of racial justice — hence the name, “Just Level.”
My Role
Brand Strategy
Brand Design
Website Design
BLACK PEOPLE, FRONT & CENTER
Because Just Level’s mission is to work toward a world in which Black communities can continue to thrive, the banding process involved researching positive photography of Black people, natural color palettes that reflected the diversity of skin tones and their undertones among Black people, all to develop a brand that visually represented the concept of “Black thriving” and weaving this concept into every aspect of Just Level’s visual identity.
