In 2018, 72andSunny partnered with nonprofit organization, Civic Nation, to build and launch Creator Force, a social impact initiative working to make creative career opportunities more accessible to people of color and other under-represented communities. In order to achieve our impact objectives, we knew it was critical to gain a thorough understanding of the distinct needs, behaviors and motivations of the Gen Z audiences and communities we hoped to support.
The concept was to create a content-driven platform and brand ecosystem highlighting professional creatives from under-represented communities to engage and inform young creatives of the many available and lucrative professional opportunities in the creative industries.
My team and I were asked to help by leading early program strategy and UX research with the purpose of developing a cohesive strategic framework and experience design system capable of unifying brand, program services and content across web, social, video and more. Together we conducted a in-depth data analysis and UX research effort, successfully developing and delivering strategic experience design to inform the launch and go-to-market of the new nonprofit initiative.