The theme of the 2020 Black Joy Parade in Oakland, CA was "Free Your Joy". Our charge was to create a visual identity that captures the essence of Free Your Joy, while making the Black Joy Parade feel celebratory, vibrant and dynamic.
Inspired by the revolutionary movement of the 70s, the creative direction of the work is all about pride, power, and liberation. Teams leveraged bold colors and bright prints of this timeless era to help reimagine the freedom of the time for a more contemporary audience. You will notice these bold prints and motifs are inspired from African folklore and symbolism.
Beyond just visual center, our team designed parade promo assets for print and social, official BJP merchandise (including crewnecks, totes, volunteer tees), and parade collateral such as pins, maps, stickers, and flags.