SON.
by Justen LeRoy
[BRAND IDENTITY, ART DIRECTION, SOCIAL MEDIA STRATEGY, 2017]
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.