DOWNLOAD MY RESUME

Web Design

Case Study: Pitch Black Media Co. Website Development

Client: Pitch Black Media Co.

Role: Creative Director, Web Designer, Video Editor

Tools Used: Photoshop, XD/Figma, Illustrator, Premiere Pro, WordPress, Brizy Builder

Project Overview:


Pitch Black Media Co. sought to establish a strong online presence and to promote the Detroit as a creative hub. The goal was to create an engaging, visually striking website that would resonate with their target audience—modern, style-conscious individuals who value both aesthetics and functionality. The site needed to convey the brand’s essence, maintain consistent branding across all visual elements, and provide a seamless user experience.


Challenges:


1. Branding Consistency: Ensuring that all elements of the website reflected Pitch Black Co.’s branding guidelines was critical. This included maintaining a specific color palette, typography, and overall visual style that aligned with the brand’s high-performance and minimalist ethos.

2. Engagement Through Media: Integrating high-quality video content was essential to showcase the apparel's functionality and style in action, requiring seamless video editing and integration without compromising the site’s performance.


Solutions:


1. Creative Direction and Design:

  • As the Creative Director, I led the overall vision for the website, ensuring that the design was modern, minimalistic, and aligned with the brand’s identity.
  • The design process began with thorough research into the target demographic and competitive landscape, allowing for the development of a design that would stand out while still appealing to the intended audience.
  • I chose a monochromatic color scheme to reinforce the brand’s sleek and sophisticated identity, paired with bold typography to create a strong visual hierarchy.


2. Video Integration and Editing:

  • Recognizing the importance of video in showcasing the apparel’s performance, I took charge of video editing and integration.
  • Videos were carefully edited to highlight key product features and benefits, and were optimized for fast loading times to ensure they did not negatively impact user experience.
  • The videos were embedded within the design in a way that felt natural and immersive, enhancing the storytelling aspect of the brand.

Conclusion:

The Pitch Black Co. website is a testament to the power of cohesive branding and user-centric design. By acting as the Creative Director, Lead Designer, Video Editor, and User Interface Designer, I was able to create a digital experience that not only reflected the brand’s identity but also delivered tangible results in terms of user engagement and conversions. The project showcases my ability to manage and execute a comprehensive design strategy, from concept to completion, while maintaining a strong focus on both aesthetics and functionality.

Brochure Design

Case Study:

Creative Direction and Design of the "Black Women’s Snapshot Study" Brochure


Client: Pitch Black Media Co.

Role: Creative Director, Lead Graphic Designer

Tools Used: Indesign, Photoshop


Project Overview:

Pitch Black, the cultural marketing arm of Real Times Media, commissioned the "Black Women’s Snapshot Study" to capture and analyze the attitudes, perceptions, and behaviors of Black women in the United States. The brochure was intended to present the findings of this study in a visually engaging and easy-to-digest format, reinforcing the client’s commitment to understanding and addressing the needs of the Black community.


Challenges:


Cultural Relevance: The design needed to resonate with the target audience—Black women—while maintaining a professional tone that would appeal to corporate clients. This required a deep understanding of the cultural nuances and a design approach that respected and reflected the community’s values.

Solutions:

Culturally Resonant Visuals:

  • The visual design was inspired by elements that are culturally significant to the Black community. This included the use of bold, vibrant colors and patterns that evoke a sense of heritage and pride.
  • I selected imagery that reflected the diversity and strength of Black women, ensuring that the visuals were both empowering and representative of the study’s audience.
  • The typography was chosen for its clarity and modernity, while also being in line with the brand’s professional image.


Results:

Effective Communication: The final brochure successfully conveyed the study’s findings in a manner that was both informative and engaging. Clients and stakeholders were able to quickly understand the key insights and apply them to their marketing strategies.

Positive Reception: The brochure was well-received by both internal teams at Pitch Black and external clients. It was praised for its clarity, cultural relevance, and professional design.

Conclusion:

The "Black Women’s Snapshot Study" brochure is a testament to the importance of culturally sensitive design in marketing communications. As the Creative Director and Lead Graphic Designer, I was able to translate complex data into a visually compelling narrative that resonated with the target audience and aligned with Pitch Black’s brand identity. The project highlights my ability to balance aesthetic appeal with functional design, ensuring that the final product not only looked good but also served its purpose effectively.