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Case study
Being Racist is Stupid
Branding & Strategy
Web Design
Start

The Premise

BEING RACIST IS STUPID (#BEINGRACISTISSTUPID) WAS FOUNDED IN 2020 AS A RESPONSE TO GEORGE FLOYD’S BLATANT MURDER.

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 growing up in South Florida and Oklahoma. Interactions with people from all ethnicities and experiences broadened his world view, and became a way of life he instilled in his values and those of his children.

Adam approached us with a general idea and concept for the platform and we were eager to help him bring this ambitious idea to fruition.

Plan

The Execution

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 then worked on capturing equality in design with detailed design elements and art board concepts.

Process

The Launch

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.

Design process timeline
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Results

▫️ 10,000 Initial Site Visitors

▫️ Custom Webflow CMS

▫️ Brand Identity Development

▫️ Responsive Site Design

▫️ Custom Shopify ecommerce Integration

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