Year
2025Role
Creative DirectorClient
BRANDED, BLACKNESSDeliverables
Creative brief, brand ideation, social media strategy, social media assets library and web domainThe Story
Allegory served as Creative Director for the launch of BRANDED, BLACKNESS, a brand directory that showcases popular beauty brands.
We were engaged by BRANDED, BLACKNESS to develop its brand architecture, messaging and digital platform. In response to major retailers’ pullback of diversity, equity and inclusion programs nationally, Black Americans sought a comprehensive guide (directory) of Black-owned brands to support directly.
BRANDED, BLACKNESS responded to this market demand by launching a visually-rich and comprehensive guide. The platforms launch phase included product brands focused on crown (hair), skincare, beauty and wellbeing products.
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Our approach to developing the brand was customer-oriented, building a guide of brands that were Black-owned and demonstrated an ability to well-serve their core market.
We employed our brand ideation framework (Focus) with BRANDED, BLACKNESS leadership to evolve the brand’s mission, vision, and strategic goals more formally in preparation for the U.S. launch. The outcome of the ideation effort provided clear definitions, value positions and distinctions between the brand’s offerings.
