Black Girl Joy

Black Girl Joy is a brand born from the heart of a single mother in Atlanta, created to celebrate the radiant journey of her young daughter. The essence of Black Girl Joy is rooted in love, light, and empowerment. I was tasked with crafting foundational brand elements that would resonate across digital platforms, merchandise, and packaging. The core messaging focused on three key pillars: hair & beauty, education, and leadership. To bring this vision to life, I designed a playful, dynamic character to accompany the logo wordmark, offering various hairstyles to represent the diversity of young girls. Additionally, I developed three custom patterns symbolizing leadership (crowns), beauty (hair products), and education (books).