GREEN GODDESS
User Interface | User Experience | User Research | Branding | Strategic Planning
OVERVIEW
My role: Strategic Planner, Graphic Designer, Web Designer
Timeline: Design Research Week 2025
The mission: Help BIPOC youth see themselves as climate leaders
Spoiler: Won 1st place (competing against 14 teams, 45+ students)
THE PROBLEM
BIPOC youth are underrepresented in sustainability and climate leadership.
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Green Goddess empowers them through outdoor exploration, wellness, and mentorship, but inconsistent branding and a weak website were holding them back from reaching the kids who need it most.
THE CHALLENGE
How might we create a bold, unified identity that makes climate leadership feel accessible to youth who think it's not for them?
MY APPROACH
Strategic Planning
Partnerships with schools + grassroots orgs
Emotive storytelling with vibrant, earthy visuals
Social media strategies + community workshops
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Brand Redesign
Bold logo reflecting cultural roots
Custom pattern system across all touchpoints
Cohesive identity that screams empowerment
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Website Overhaul
Dark mode, minimal yet bold aesthetic
Clear navigation, stronger CTAs, testimonials
Accessible and engaging for youth + partners
STRATEGIC PLANNING
Approach: Intersectional design + trauma-informed programming that resonates with community values.
Email and social templates built for consistent storytelling
BRAND IDENTITY
The result: A visual language that feels authentic, not corporate.
Foundation: vibrant, earthy, empowering
Bold identity rooted in cultural connection
Flexible system for different contexts
Derived from logo, applied everywhere
BRAND APPLICATIONS
Applied the identity everywhere: business materials that build credibility, merchandise that builds community.
Professional collateral with personality
Eco-friendly merch youth actually want to wear
WEBSITE TRANSFORMATION
The website went from a barrier to a gateway. Clear navigation, engaging visuals, and design that speaks directly to the youth Green Goddess serves.
Before: Poor navigation. Outdated layout. Weak CTAs. Hard to engage.
After: Dark mode. Bold branding. Clear storytelling. Accessible design.
THE COMPETITION
Beyond the Logo 2025
14 teams. 45+ students. 1 winner.
My approach: Merge social justice with sustainability through strategic planning, bold visual identity, and functional digital experience.
Result: 1st place!!!!
TAKEAWAY
When underrepresented communities don't see themselves in climate leadership, it's not just about awareness, it's about access.
This rebrand makes sustainability feel like it's actually for everyone, because it should be.