Case Study: Jordan Purpose
Black Community Commitment
The Brief:
Jordan Brand’s Black Community Commitment is an initiative that empowers black-led grassroots organizations through the awarding of grants to support social progress, equality, and opportunity. 
The 10-year, $100 million BCC program needed a digital home worthy of the communities it serves.
My Role:
I led creative direction, design, and production for several BCC webpages on Jordan.com. I was responsible for responsive Figma builds from concept through delivery.
The challenge was representing dozens of distinct organizations under a single initiative without flattening their individual identities. I developed a modular visual system that held together as an expression of the Black Community Commitment brand while giving each grantee category its own tonal range. I then carried that system across Community, Family, and Institutional grant pages.

Apps used: Figma, Photoshop
Community Grants Webpage
Family Grants Webpage
Institutional Grants Webpage
I explored ways to showcase each grantee type, while keeping a consistent overarching design system that represented the initiative as a whole.
WCAG AAA accessibility standards for design
Carousel image creation
The Results:
104M monthly Jordan.com visitors were exposed to the initiative.
24 new grantees joined the program, bringing the total to 42 grassroots organizations.
125 total grantees supported by 2024: a legacy my work helped build.
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