_Black Joy Film/Campaign UX
What if a skincare brand’s Black History Month campaign planted seeds of Black joy and liberation?
Curology makes personalized skincare accessible with their custom approach. They champion the idea that everyone should feel confident in their skin.
Stories and Experiences, Seeds for Change
Stories and Experiences, Seeds for Change
This campain was one rooted in light of challenges faced in Black communities. Through spreading seeds of Black joy, with stories and experiences, I went into this project with the intention of planting what could continue to have a positive effect after it’s completion, while exceeding client KPIs.
There were two other concepts that I pitched for this campaign–a Black beauty zine and a series rooted in meditation for Black people–however, this joyous concept took the cake.
B&W images, below, by photographer and contributer Andre D. Wagner.
The Campaign Microsite, A Support Sytem for Soul
Based on research, I found certain themes to be most resonant with the Black Curology community. A microsite breaks down campaign content (stories and experiences) into data-informed weekly themed segments; I Community, II Movement, III Restoration, and IV Culture.
Designers, Jordan Joseph and Helen Ip lead the charge for the UI layout of the microsite (and the notion of housing the campaign media there).
Each weekly module housed articles, photography, and rich community generated media.
The Experience Designs, Collaborative Imagining
I worked with a vast array of contributing Black creators, and in-house producing partners at Curology, to develop what offerings were most aligned for them and Curology’s users from the Black community. We came up with dance class offerings, playlists, guided meditations, and more.
I connected with some of my favorite artists in brainstorming calls; like Kilo Kish, Deun Ivory, and Jessamyn Stanley. Editorial contributors supported the compilation of articles and interviews that lived on the site.
Physical Mailers and A Bright Identity
In extending the UX beyond the digital, community members recieved a mailer with their Curology (skincare) orders during BHM, that offered info on the Black Joy Campaign.
The direction for graphics was decidedly poppy and energizing; after experimenting with more earthier directions. Identity design was executed by designer, Preston Thompson.
Film Direction
Similar to the rest of the campaign, film content for the campaign was a collage like tapestry of stories and expeiriences. As director, I storyboarded and guided talent thruogh self taping and capturing content. We also integrated stock media into our scripts.
Social Pushes
Social media sharing across platforms and avenues supported mass engagement. Discussions and classes were held via live and campaign media lived in feed (on IG) and on the brand’s YT channel.
Social Pushes
Social media sharing across platforms and avenues supported mass engagement. Discussions and classes were held via live and campaign media lived in feed (on IG) and on the brand’s YT channel.
A Brand Commitment
It was vital to advocate aggressivly for comprehensive systemic equity throughout the effort. To be holistically considerate and as positively impactful as possible for our Black community users, I proposed a commitment of systemic and economic support. Stakeholders and copywriters helped to ensure that the proposal was in alignment with Curology’s brand values and voice, and campaign objectives.
