The goal for Black Pickleball & Co.’s website redesign was to enhance accessibility, improve navigation, and create a seamless user experience. The site needed to serve multiple key functions—allowing users to find events, learn about the organization, apply to volunteer, and donate. Balancing these CTAs while maintaining an engaging and intuitive design was crucial for maximizing impact.
Collaborating with Make a Mark CLT, we developed an initial information architecture tailored to our needs, which I later refined to ensure a more intuitive user journey. I incorporated bold typography, our vibrant color palette, and custom photography to reflect BPC’s unique identity. Every design decision was made to create a visually engaging, functional, and mission-driven platform.
The revamped website strengthened BPC’s digital presence, making it easier for visitors to navigate and take action. The improved structure increased engagement, and the bold, immersive design reinforced our brand identity, ensuring a lasting impact on our community and stakeholders.
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Internal pages
The brand strategy prioritized breaking away from traditional pickleball aesthetics, such as muted colors and country club crests, in favor of vibrant, 90s-inspired visuals and bold typography. This direction was rooted in the Founder’s vision to embrace the fun and individuality of Black culture. Upon joining as Creative Director, I refined the original identity created by a freelance designer, ensuring it was versatile and adaptable for diverse platforms, media, and ventures.
To deepen cultural relevance, I drew inspiration from influential brands and media that resonate with Black communities, including Nike’s 90s campaigns, Blavity, Essence, and Culture Con. This research guided a strategy that aligns BPC’s mission of celebrating Black culture with impactful design principles.
As the sole designer and brand strategist, I incorporated the refreshed identity into key deliverables such as social media graphics, event flyers, and website visuals. These designs utilized bold colors, striking imagery, and typography that balanced professionalism with vibrancy. Collaborating with the marketing nonprofit, I ensured the brand identity remained consistent across the newly designed website, solidifying its visual appeal and functionality.
The updated brand identity drove tangible results, including a 40% increase in social media engagement and a growth of 500 followers within the last 90 days. The cohesive and culturally resonant design strategy not only strengthened the brand’s digital presence but also enhanced its ability to connect with the community and establish itself as a bold, inclusive leader in the pickleball industry.
Current assets
previous assets
As Creative Director for Black Pickleball & Co., I have led photography initiatives that visually define the brand, reinforcing its bold and energetic identity. Collaborating with BPC’s President, Kayla Brooks, I directed a 90s-inspired photoshoot to launch BPC’s rebrand, embracing bold colors, expressive styling, and high-energy compositions reminiscent of classic Nike campaigns. This shoot, held at Clark Creek Community Park, embodied Black culture and individuality, capturing dynamic shots that highlight the vibrancy and movement central to BPC’s mission.
Additionally, I creative-directed and photographed BPC’s leadership team in a yearbook-style photoshoot, inspired by XXL’s Freshman Class. This shoot positioned BPC’s team as trailblazers in the sport while fostering a sense of unity and personality. Featuring individual and group portraits, the photos emphasized confidence, authenticity, and leadership, reinforcing the brand’s approachable yet dynamic presence.
The leadership team photoshoot was designed to establish BPC’s core members as the face of the brand while reinforcing its commitment to representation in pickleball. By taking inspiration from culturally relevant editorial portraits, the shoot presented BPC’s leaders as both relatable and aspirational. The yearbook-style execution gave each member their moment to shine while visually connecting them to a greater movement—one that blends sports, culture, and community. This approach not only enhances brand storytelling but also provides engaging content for social media, reinforcing BPC’s impact beyond the court.
