THE BRAND

In Theory is a New York-based agency that connects brands and corporations to creatives of color spanning across the Diaspora. The foundation of their mission is based on the commitment from the talent and companies to give back to Black communities and urban nonprofits with each project. The In Theory team pledges to provide transparency to each creative about the company's cultural history and their dedication to help build Black culture. They are the pipeline to access.

THE ROLE & THE WORK

For In Theory, I served as both creative director and designer. I refreshed the logo and found a bold typeface that would pair well with the delicacy of the mark. The palette is warm and inviting, stretching across most of the color spectrum and representing just how diverse the Diaspora is. After establishing their visual style, I created a moodboard that matched the inclusivity the brand hopes to create for creatives of color. The photographic style is captivating and nostalgic. Other brand touch points like tote bags and posters continue to spread their message in the wild.

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