June 2023
Partnered with: NAACP Pasadena Branch
Overview:
The Pasadena NAACP tapped us to lead the visual and promotional campaign for their annual Juneteenth Roller Jam. With full creative control, we developed a bold visual identity inspired by the Pan-African flag and carried it across t-shirts (gold, olive green, cardinal red), marketing graphics, and a unique collectible: custom shoe tags for skates.
The standout moment came from a last-minute idea: we shot a promo video in 30 minutes before a rainstorm—no script, just vibes. That raw, authentic video went viral locally, racking up over 7,000 views and helping the event double its attendance from the year before.
PASADENA CLSC. Contributions:
- Graphic design + merch production
- Campaign messaging + content strategy
- Video direction + editing
- Product design: collectible skate tags
Impact Highlights:
- 7,000+ video views
- 2x increase in attendance from the previous year
- 3 custom shirt colorways
- Limited-edition skate tags introduced
