CHALLENGE
Empower Global was created when two large brands combined (Cîroc and Bad Boy Industries), each bringing its own views, priorities, and expectations. Before any design work could begin, getting on the same page was crucial. The identity had to feel genuine to the community it served while also working as a shared system that both partners could support. This all had to take place on a tight timeline, requiring a balance of strategy, building trust, and execution at the same time.

SOLUTION
Before I started designing, I listened and aligned myself to the culture. To make sure we were headed in the same direction, I took the time to examine how Black-owned brands had already appeared in the world and discussed early concepts with both teams. I then developed the identity, testing and improving it as it came together. The process gave rise to the infinity mark, which served as the basis for a system that could exist in social, digital, and real-world contexts. We were able to move quickly while adhering to the brand's culture because I kept the work focused and collaborative.