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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Research

I started by diving into research to really understand BRiM’s diverse audience from brand leaders to marketing practitioners. The early-stage brand needed to grow into a trusted, digital-first presence, which meant the site had to:

Turn a detailed strategic framework into a clear, intuitive online experience
Encourage both individuals and businesses to engage, adopt and act
House actionable tools and templates for real-world use
Support program growth with space for awards, sponsorships and the latest updates
Deliver insight through analytics while keeping sensitive content secure

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Solution & Outcome

I kicked things off by refining BRiM’s visual identity, giving the brand a bold, digital-first foundation that aligned with the movement’s broader creative style.

Using user insights, I developed UX prototypes that we tested and refined with the BRiM team, mapping a seamless journey from discovery to action.

Key features of the microsite include:

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

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Result

BRiM now has a widely accessible digital framework that makes it easy for individuals and organisations to adopt, apply and act on its commitments. The site has fostered a growing, engaged community with early analytics showing strong interaction with the framework and high download rates for tools.

It’s also increased visibility of BRiM’s initiatives, serving as the central hub for program activity, awards and new partnerships. The data-driven insights give BRiM leaders clear visibility into user journeys and engagement, helping shape future strategies. In short, the website has turned a static document into a living, breathing platform for real change.

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