Black Lives Matter - WM2020
Mobilizing Black voices through purpose-driven creative storytelling.
Creative Direction
Branding
Design
#WhatMatters2020 – Black Lives Matter InitiativeIn 2019, I had the opportunity to lead the creative for #WhatMatters2020, a national campaign under the Black Lives Matter organization. The goal was simple yet powerful — inspire members of the Black community to vote and take action toward What Matters in their lives, neighborhoods, and country. The word “Matter” became both a rallying cry and a connective thread back to the larger BLM movement — a reminder that our collective voice defines what justice, peace, and equality truly look like. As Creative Director, I guided the development of the campaign’s full visual system — apparel, logos, marks, and digital assets — ensuring that every piece of design became a badge of purpose.
Scope and Roles
Brand Identity, Content Strategy, Campaign Development, Photo & Video Production, Publication Design
5+
Years
100%
Satisfaction
My Crew:
Senior Designer
Project Manager
Art Director
Stakeholders:
Founder
Marketing Manager
Problem:
Black Lives Matter needed a campaign that would mobilize Black voters ahead of the 2020 election — one that could connect emotionally, live across digital and physical spaces, and speak to the urgency of the moment.
Solution:
We developed #WhatMatters2020, a bold creative platform that reframed the question of voting around personal and communal values — “What matters to you?” Through strong messaging, symbolic design, and wearable storytelling, we helped transform a movement’s call for justice into a national campaign for participation.
Logos and Marks
Impact & Results:
- Reached millions of impressions nationwide through coordinated social and apparel distribution during the 2020 election cycle.
- Activated grassroots chapters across multiple U.S. cities — each using the #WhatMatters2020 visuals to spark local voter-registration drives.
- Expanded the Black Lives Matter brand language beyond protest into proactive participation — reframing “What Matters” as a message of empowerment and civic responsibility.
- Created a unified visual identity for the campaign that appeared on apparel, social media, digital assets, and print collateral — giving activists, artists, and everyday citizens a common voice.
- Strengthened The Artoholiks’ reputation as a creative partner capable of blending cultural relevance with design execution at a national scale.
Apparel and Swag
Photography
