Objective
Sub:Culture Inc. provides on-the-ground programs to support Black college students, but their digital presence failed to reflect that impact. The messaging was inconsistent, and their website lacked a clear user journey, leaving both students and funders unclear about what the organization did and why it mattered.
Our challenge: clarify Sub:Culture’s identity and story in a way that celebrates their legacy, honors their audience, and makes it easier for new users to engage.
RESULTS
Record fellowship applications · Improved funding conversations · Positive community feedback
CLIENT
Sub:Culture Inc.
CAMPAIGN
Brand Narrative & Website Redesign
MY ROLE
Strategic Consultant & Creative Lead
I spearheaded comprehensive market and audience research, crafted clear organizational messaging, and redesigned their digital presence. I provided thought leadership on effectively communicating their mission and core values, ensuring alignment between the organization's real-world impact and digital storytelling.
Audience Research & Insight
I led a discovery phase that included:
1:1 interviews with students, board members, and staff
A content and UX audit of the current site
Market scan of peer organizations and fellowship programs
Key findings:
Students connected deeply with the personal and academic support offered by Sub:Culture, but that wasn’t showing up online.
Donors didn’t fully understand the depth of their programming or outcomes.
There was no clear funnel for students to apply or for donors to get involved.
old website Homepage
Strategy
To reposition Sub:Culture Inc. with clarity and confidence, I developed a brand platform grounded in three strategic truths:
1) Human-Centered Framing
Rather than centering struggle alone, the new narrative spotlighted resilience, excellence, and community.
2) Clear Value Proposition
Sub:Culture removes the barriers Black college students face—offering holistic support, academic resources, and leadership development.
3) Guided Digital Experience
Build a new site that welcomed students, informed supporters, and invited both to act.
Execution
Messaging Architecture: Developed new mission, value, and impact statements that aligned across audiences and touchpoints.
VALUE proposition
Clearing the Path for Black College Students
MISSION statement
Remove the barriers impeding Black college students from holistic well-being, academic success, and social flourishing.
IMPACT statement
SUB:CULTURE IS dismantling barriers facing Black college students
Site Mapping & Wireframes: Created a clear site structure highlighting programs, stories, and calls to action
Web Copy & Storytelling: Wrote concise, inviting content using accessible language, rooted in the lived experience of Black college students.
Visual Direction: Guided brand imagery toward affirming visuals—smiling students, real program moments, and community togetherness.
Investment Language: Introduced entry points for donors to invest in dismantling barriers that Black college students face.
Campaign Activations
Narrative-Driven Home Page
Introduced “clearing the path” as a central metaphor across the site.
Explore Programs Funnel
Built clear journeys for prospective fellows and student leaders to find relevant offerings.
Donor Invitation Section
Positioned giving as an extension of belief in Black student potential, not charity.
Impact Section
Presented stats and stories to demonstrate holistic transformation.
Results
A website that speaks to the needs of a community
Increase
in program involvement
within the month of launch.
posItive
feedback
from students and alumni who felt more accurately represented.
ImprovE Grant opportunities
due to clarity and effectiveness of the narrative.
Why It Worked
We honored the organization’s roots while expanding its voice for the digital era.
We simplified complex offerings into clear pathways and language.
We made space for the community to see themselves reflected in every line and image.