As a multifaceted nonprofit organization, caribBEING dedicates its efforts to showcasing Caribbean film, art, and culture in Greater New York City and around the world. Part of their mission is to illuminate the Caribbean experience as well as its significant impact in NYC and Diaspora communities.
Nearing their 10th anniversary, the organization has grown exponentially in prescence and experience, but this was not apparent on ther website, essential for future partner prospects. They had some brand assets in place but things still weren't as cohesive, therefore creating confusion between what caribBEING did and was, and what Little Caribbean did – which is a separate project born through the efforts of caribBEING.
caribBEING had its very recognizable teal color and logo, so I worked out from there. The Little Caribbean logo was finally designed as many logos, paying homage to the many hand-painted signs of businesses in Flatbush.
We performed a card sorting session, taking apart the previous site map and looking into newer outcomes.
With more collaborations, initiatives, and content under caribBEING's belt, I was able to get more granular at separating information on the organization itself from the projects. Moving away from broad terms like Vibes which were hard to interpret.
Took advantage of the hero space to begin informing the user on what caribBEING is on a high level. For Little Caribbean, it was important to keep the context present with the images, also that the map was readily available, and keep social outlets prominent because of the way people keep up with everything in the area.
During the lockdown, a newly formed partnership with TimeOut (announcing a number of streamed events in the neighborhood) was the perfect time to better cement the brand's visual identity.
