The Black Women Thriving East of the River (BWTEotR) was originally established in 2019 as a flagship initiative for the Jane Bancroft Robinson Foundation (JBRF) following JBRF’s shift to targeted funding in Wards 7 and 8. BWTEotR engages Black women with lived experience in cancer navigation and workforce development, working to address systemic challenges in the East of the River neighborhoods of Washington, D.C. 

BWTEotR, a newly independent organization, sought a complete rebranding –  a new logo, style guide, and brand identity system –  to reflect its new standing. Our team began by addressing the primary challenge: how do we create a brand that authentically represents “Black Women” and “Thriving”? The resulting logo cleverly uses white space to capture the unique curves of Black women, surrounded by elements symbolizing growth and vitality.

Following the rebranding, we developed cohesive marketing & communications and web strategies, one-pager, along with updated slide decks and social media designs to reinforce BWTEotR’s renewed image and mission. Our goal was to use vibrant hues to instill a sense of strength, power, pride, and support in everyone who interacts with BWTEotR.