Role:
Visual Design/ Brand Identity
Duration:
2 Months
Outcomes
Expanded Audience Engagement
The inclusive rebrand attracted a wider
Enhanced Brand Recognition
Boosted BCK’s brand credibility and reach within the media space
Positive Feedback
The audience appreciated the rebrand's focus on diverse family structures
3Mil
Increased monthly readership form 1mil page views to 3 million.
Overview
BCK Online, formerly Black Celebrity Kids, underwent a rebrand to expand its focus from solely Black celebrity families to a broader representation of blended families and the diversity within the Black diaspora. The strategic shift emphasized cultural affinity over race, creating space for celebrating various family dynamics in the entertainment world. As the Visual Design and Brand Identity Lead, I directed the rebrand, negotiating the acquisition of the new domain, bckonline.com, and leading the visual and digital redesign of the site.
Challenges
The rebranding process presented several challenges:
• Refining Brand Identity while maintaining loyal audience engagement.
• Securing the bckonline.com domain to reinforce the brand's fresh direction and digital presence.
• Developing a visual identity that expressed the richness of the diaspora
Approach
The rebrand approach focused on celebrating Black family diversity within entertainment by repositioning BCK as a platform for stories that resonate across the Black diaspora. I developed an inclusive visual identity with a sophisticated logo, warm color palette, and modern typography. The new website design emphasized family stories with a visually engaging, user-friendly layout, allowing for seamless exploration of profiles, news, and cultural narratives.
Solution
The rebranded BCK Online featured a refreshed, inclusive visual identity and a new website that aligned with its evolved mission. The logo and brand colors reflected the dynamic nature of Black family life, and the acquisition of the bckonline.com domain provided a modernized platform that enhanced brand accessibility. The website layout used high-quality visuals, an intuitive content structure, and engaging navigation, spotlighting stories of blended families and representing the Black diaspora’s cultural diversity.
Tommy Jacobson
