The Client
The Project
Empowering a New Generation
The Role
Discovery
Brand Strategy
Building Creative Team
Concept Development
Creative Production
Overview
Black Girls Code (BGC) approached with a bold mission: to amplify their role in equipping Black and Brown girls and gender-expansive youth to lead in tech. Over the years, BGC has evolved beyond coding camps into a lifelong ecosystem of mentorship, empowerment, and leadership.
The challenge? The brand needed to reflect this evolution. It had to clarify BGC’s mission, increase visibility, and resonate across a wide audience—students (ages 10-25), parents, educators, and donors alike. We needed a dynamic identity that was participatory, culturally significant, and symbolic of the collective effort to rewrite the tech narrative for underrepresented communities.
Why This Matters
Only 3% of the computing workforce is Black women. The urgency of BGC’s mission cannot be overstated. This rebrand isn’t just a celebration—it’s a declaration of action, challenging systemic barriers and championing the power of representation and inclusion.
Building Confident, Grounded Innovators
Inspired by quilting—we developed a participatory design system. Like quilting, where every patch tells a story, our design allows students to contribute their own artwork, weaving their narratives into a collective “digital quilt” of innovation.
A Flexible System
The identity adapts to a wide age range, with playful, simple elements for younger audiences and more intricate motifs for older students. The graphics evolve alongside the students, reflecting their journey from tech curiosity to mastery. In a sea of tech brands relying on cool tones, we chose orange to stand out and celebrate joy, optimism, and belonging.
