THE BIG IDEA
If I can’t breathe, then I will holler.
Creating a new collective healing ritual for Black lives.
This is about taking up space.
Black exhale is a space for Black folk to collectively embody and release shadow emotions, while allies practice holding space for and develop the capacity to witness healing. It originated with a national Juneteenth 2020 event in upstate New York. Founder Antoinette Cooper creates space for healing at the intersection of spirituality and social justice. This is about declaring Black Lives as safe and sacred. The brand’s color palette signals its unity with the larger BLM movement while differentiating itself with a sense of spaciousness and soulful clarity.
What we did:
Brand strategy + positioning
Brand identity design: logo, colors, typography, graphic style
Website
Copywriting
Suite of branded document templates / stationery / social platform assets
“There’s that very crucial moment of having an idea where it either gets to enter into the world or retract back into the imagination. Sometimes ideas are that fragile, and it took partnering with COMMIT, or as I like to call them—the website doulas—to breathe life into everything that I was envisioning.”