Being Racist is Stupid

The Problem

The Founder, Adam Schwartz, decided to become an ally to evoke change and combat police brutality, acts of violence and ridicule against people of color and promote equality among all people. As an advocate for equality, Adam experienced a plethora of cultures and wanted to create a platform for education.  He approached us with a general idea and concept for the platform and we were eager to help him bring this ambitious idea to fruition.

Client’s Dilemma
The Founder approached us with a general idea and concept for the platform and we were eager to help him bring this ambitious idea to fruition.

• Founder lacked tech-savvy to create an online marketplace and blog.
• Branding had to be clean, edgy and hard hitting for the end user and consumer of content.
• Required a design-thinking approach to make content accessible to everyone.
• Brand positioning needed to be geared toward specific buyer personas.

The Solution

Our team performed extensive competitive analysis and research to uncover content online that resonated with our ideal buyer persona. After a 2.5 hour brand discovery and multiple follow up calls backed with data, we had ideas of who we wanted to target and how to frame the brand from a design perspective.

• Our team worked on capturing equality in design with detailed design elements and art board concepts.
  
• We rapidly sketched ideas based on competitive analysis applying an agile method to design.
• Using low fidelity designs and detailed user insights, we designed pixel perfect designs.
• We increased value by developing engaging content and resources users were already searching for based on competitive analysis.

The Result

By countering acts of violence with resources in the form of books, interviews, and commentary that promote equality, Being Racist is Stupid looks to help shift the culture as an ally toward change.  We created a design system for Being Racist is STUPID in which every element of branding can be found. A design system is a collection of reusable components, guided by clear standards, that can be assembled together to build any number of applications. In this case, blog content, featured images, social media collateral and apparel.

• 10,000 initial website visitors
• Custom Webflow CMS and multiple collections for userflow and interaction.
• Complete Brand Identity and development.
• Responsive website design and custom Shopify eCommerce integration with print on demand.

The Showcase

Our team then worked on capturing equality in design with detailed design elements and art board concepts.  What resulted was a detailed and beautiful brand rendition focused on equality in inclusion for all.