“SHARING MY STORY IS A DECLARATION OF INDEPENDENCE OF OTHERS NARRATIVE OF ME. I ACCEPT MY TRUTH, ACKNOWLEDGE MY COMPLEXITY, AND OWN MY RESPONSIBILITY TO WRITE THE NEXT CHAPTER. #MYSTORYMYPOWER. ”
PROJECT GOAL
#MyStoryMyPower was more than a brand refresh; it was a response to a pivotal moment in history and a commitment to social change. In the wake of George Floyd's tragic death and the powerful movement for racial justice that followed, the brand sought to amplify the voices of Black men and their experiences in America.
THE APPROACH
This commitment manifested in a multi-faceted approach:
New Visual Identity: We revamped the brand's visual language to be more vibrant and colorful, reflecting the energy and dynamism of the movement and the community it represents. This was particularly emphasized in the product photography.
Product Expansion: #MyStoryMyPower included the launch of new products (SKUs) further diversifying the brand's offerings and appeal.
Docuseries: We created a docuseries that features intimate conversations with Black men, providing a platform for them to share their stories, perspectives, and hopes for the future.
Anthem/Declaration: We crafted a powerful anthem, a declaration of the brand's commitment to social justice and its solidarity with the Black community. This serves as a rallying cry and a guiding principle for the brand moving forward.
TARGET AUDIENCE
#MyStoryMyPower aimed to authentically connect with the brand's core audience, using its platform to promote understanding, empathy, and ultimately, contribute to a more just and equitable society.