BRAND EXTENSION FOR WOMEN'S EMPOWERMENT GROUP
Section Title
OVERVIEW
My Sister’s Closet DMV is a nonprofit organization focused on empowering young women to discover their identity, purpose, and potential. BDC partnered with the organization to develop the visual identity and experience for Becoming, Not Performing, an event created to connect with the next generation of women in an authentic and meaningful way.
PROJECT SUMMARY
We developed a research-informed event identity that connected the organization's mission with the values, behaviors, and experiences of its Gen Z audience. The work extended beyond visual design to create a cohesive brand experience across event, digital, social, and print touchpoints.
BRAND STRATEGY
AUDIENCE RESEARCH
EXPERIENCE DESIGN
BRAND IDENTITY
VISUAL COMMUNICATION
CHALLENGE
My Sister’s Closet DMV needed an event identity that could resonate with Gen Z women without feeling overly polished, performative, or disconnected from their lived experiences.
The challenge was to create something that felt authentic to the audience while remaining aligned with the organization's deeper mission of confidence, purpose, identity, and community.
B. Design Collective needed to bridge the gap between what the organization wanted to communicate and what its audience would genuinely connect with.
SOLUTION
We began with audience and cultural research, examining the behaviors, motivations, values, and digital habits influencing how Gen Z women engage with brands, communities, and one another.
Those insights informed the development of the Becoming, Not Performing concept and its visual identity. The resulting system translated the idea of authenticity and personal growth into a cohesive experience across event materials, digital communications, social media, and other audience touchpoints.
Rather than designing an event brand that simply spoke to its audience, BDC created an identity rooted in how the audience actually sees themselves and the world around them.
The result was a distinctive event experience that gave My Sister’s Closet DMV a stronger way to communicate its mission, build connection, and create a meaningful foundation for future audience engagement.
DESIGN HIGHLIGHTS
A selection of supporting visual details that brought the Becoming, Not Performing experience to life, from the event identity and visual language to the print and digital materials created to connect with its audience.
