BLACK GIRL VITAMINS
A brand with momentum
and an experience built to match.
Black Girl Vitamins had already built what many brands struggle to create: a distinct identity, a loyal community, and meaningful cultural relevance. But across the website, email, and paid media, that equity was expressed inconsistently.
I developed a self-initiated concept for a more connected creative system—one designed to clarify product benefits, strengthen recognition, and guide customers more seamlessly from discovery through retention.
The project demonstrates how I approach growing brands: identifying where disconnected execution is limiting a strong idea, then building the structure that helps it scale.
A fragmented brand experience
THE CHALLENGE
The brand had energy. The experience didn’t.
THE SOLUTION
Bring the brand to life—and build it to scale.
Shared visual principles
One visual language across every channel—flexible enough to evolve, consistent enough to remain recognizable.
Modular template system
Reusable templates give teams the structure to move faster while preserving hierarchy, quality, and brand consistency.
AI-assisted
lifestyle images
Art-directed lifestyle imagery brings warmth and humanity into the brand while extending the visual system at scale.
Proposed Brand System
WEBSITE
The current homepage and PDP prioritize ingredients and product specs—details that validate a purchase rather than inspire one. The new direction reframes both pages around consumer benefits and lifestyle context, bringing the brand’s warmth and sense of community closer to the moment of decision.
A site that feels like the brand.
Three send types. One visual system.
Every email supports one of three goals: educate, promote, or retain. A modular template system reduces one-off decisions and keeps each send recognizably Black Girl Vitamins: benefit-led, lifestyle-forward, and rooted in community.
PAID MEDIA
Creative designed for every stage of the funnel.
Paid assets are organized by audience intent, with a defined message, visual role, and testing hypothesis at each stage. The framework creates a clearer path for iteration—replacing reactive production with purposeful learning.
A brand that
moves as one.
THE INTENDED IMPACT
When the website, email, and paid media share the same visual and strategic foundation, individual touchpoints begin to feel like one connected brand experience.
The result is a system designed to scale without losing coherence, move quickly without sacrificing quality, and build recognition at every stage of the customer journey.