Building a New Way Forward
Black Economic Alliance (BEA) is a coalition of non-partisan business leaders and advocates committed to economic progress in the Black community in America. Shortly after BEA’s founding in 2018, the alliance was ready to establish a brand to help carry their message forward. They were also seeking a partner to build a website that could embody their mission, and provide a space to share news of the important work they were doing. When BEA reached out to us, the answer was clear – yes.
The Full Package
When we kicked off our work with BEA, the organization had only just begun. We were excited about having a blank canvas to work with—the possibilities were endless! BEA needed the full package: a name, a brand strategy, a visual identity, and a website. The 2018 midterm elections were fast approaching, and the timeline was tight.
In order to build a brand from scratch in just a few weeks, we needed to ensure that all stakeholders were aligned. Over the course of two weeks we worked with BE Alliance’s Board of Directors, a Board made up of some of the most powerful (and busy!) people in American business, to form a consolidated organizational vision.
Together with BEA’s team, we worked to combine the vision of the Board with an understanding of the existing landscape of organizations supporting Black empowerment in America. By digging deep and analyzing the space, we were able to build a unique brand, messaging, and visual identity that would stand out—and one that would strongly support BE Alliance’s goals of advancing work, wages, and wealth for all Black Americans.
Creating a Visual Identity
A Responsive Experience
By prioritizing the mobile experience, we focused on the heart of the website: the content. We balanced user experience, information density, and site structure, recognizing that the content needs of users will change as their screen size does. This took responsive design a step beyond ensuring their website looked great across various screen sizes; we also optimized the content and messaging across all devices, big and small.
From MSNBC and The Wall Street Journal to NPR, we’re thrilled to see Black Economic Alliance receive press coverage from coast to coast – so that their dedication to work, wages and wealth for Black Americans can go even further.