SON. is a platform that showcases the multi-dimensional experience of the black male identity on a global scale. SON. was established to provide an innovative space in media for the creative excellence and activism of black male-identifying bodies. SON.’s intention is to transform how these bodies view themselves, how they view women, and how they view the structures and systems that operate around them. Through dynamic content and the dissemination of vital information on developments in music, film, art, culture and activism, SON. aims to inspire creative leadership and contribute to a cultural shift that reframes, re-energizes, and reimagines the black male body. Working with the folks from SON., I created a paired down brand identity system. Our objective was to build a system that is open and fluid enough to evolve with SON. in the coming years, as they shift through different roles of community engagement throughout Los Angeles and beyond.