Mental health conversations are often overlooked in the Black community, leaving many men without a space where they feel comfortable being seen, heard, or vulnerable. B. Klean Apparel was created to challenge that reality by encouraging Black men ages 18–60 to embrace who they were called to be.
The challenge was to build a brand that stood for something bigger than clothing. Every design decision needed to inspire confidence, spark meaningful conversations around mental health, and create a brand experience that felt authentic, empowering, and true to the people it represents.
ROLE: Creative Direction, Brand Strategy, Campaign Development, Digital Experience, Production Design and Creative Execution
RESULTS:
Designed and launched a user-focused e-commerce website that increased online sales by 31% within the first two months.
Developed an integrated marketing strategy that combined digital and traditional advertising, increasing customer leads by 20% across the southern United States.
Established a consistent visual identity across campaigns and platforms,strengthening brand recognition and creating a more cohesive customer experience.