BRiM

Role

Lead digital designer (UX & UI)

UX and UI design

Website design

Educational framework portal design

Online educational tools design

In the wake of George Floyd’s murder in 2020, BRiM (Black Representation in Marketing) emerged as a powerful, cross-industry response - developed by the Facebook Client Council to challenge systemic exclusion and drive lasting change.

At its core, BRiM is more than a framework, it’s a commitment. One that urges individuals and organisations across marketing to reflect, reassess and rewire their behaviours to better represent Black talent and voices at every stage of the process.

To bring this mission to life and enable real action BRiM needed a digital platform that was open accessible and user-friendly - a microsite that could house the framework, offer practical tools and foster a growing community of changemakers.

Visit the live website

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Challenge

BRiM’s early-stage brand needed to evolve into a trusted digital-first presence. The site had to:

Translate a detailed strategic framework into a clear, intuitive online experience
Encourage individuals and businesses to engage, adopt and act
House actionable tools and templates for real-world implementation
Support program growth with space for awards, sponsorship and latest updates
Deliver insight through analytics while protecting sensitive content

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Process

I began by refining BRiM’s visual identity, building a foundation that felt bold, digital-first and aligned with the movement’s other creative.

From there, I used research to understand the mindset and needs of BRiM’s diverse audience - from brand leaders to marketing practitioners. Based on these insights, I developed UX wireframes that mapped a seamless journey from discovery to action.

Key features of the microsite:

An interactive, searchable online version of the framework- clearly outlining commitments and real-world examples across the entire marketing process
Thoughtfully organised resources and tools library designed to lower the barrier to entry and support immediate implementation
Dedicated sections for Changemaker Awards, Sponsorship Program and News & Updates to support community growth and visibility
Access controls and security features to manage content visibility for different user types
Integrated analytics tracking engagement and usage to help guide future improvements and measure impact

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Result

A widely accessible digital framework enabling individuals and organisations to easily adopt, apply and act on BRiM’s commitments. This has created a growing community of engaged users, with early analytics showing strong interaction with the framework and tool downloads. We've increased visibility of BRiM’s initiatives, with the site acting as the central hub for program activity, awards and new partnerships. The data-driven insights via analytics, giving BRiM leaders clear visibility into user journeys and engagement metrics helping shape future strategies. Overall the website transforms a static document into a living platform for change.

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