My Role:
We gathered user quotes from the BLK dating app for a campaign focused on amplifying black voices. The plan was to share these quotes on our social channels, other Match Group brands, and with influencers, targeting a non-black audience. I led the design direction for the campaign, aiming to create graphics that were engaging and aligned with the campaign's tone. Our goal was to foster empathy, understanding, and solidarity while celebrating the perspectives within the black community.
Design Direction #1
Keeping in mind that people scroll through their feed so fast, I decided to use subtle animations to grab people’s attention; also, highlighting powerful words brings these creatives to life.
Design Direction #2
I designed this creative with a more abstract approach in mind. I wanted the creative to be interesting to look at and pique the audience's interest to read more about it.
Design Direction #3
I was inspired by all the posters, graffiti, chalk writings on roads, flyers in window panes that locals around my neighborhood were putting up in respect of BLM. I used that inspiration for my next design direction to connect with my audience.
Results
#BLKvoices posts have been in the Top 10 most engaging posts on both Instagram and Facebook.