From brand to website — purpose-driven design fueling a powerful political movement
- Angela Quach
- May 7
- 3 min read
Case Study
Posted by The destiny Lab team, 05/07/2025.
A bold brand, a mission-driven website, and a sold-out launch event — all designed to amplify Black women’s leadership and build lasting impact through community, storytelling, and strategic visibility.
Client: Black Women Strategic Empowerment (BWSE)
Industry: Political Action Committee (PAC)
Project Type: Branding + Website Design + Event Marketing
Overview
Black Women Strategic Empowerment (BWSE) is a Political Action Committee dedicated to uplifting bold, community-centered Black women running for political office in California. From the very beginning, BWSE partnered with The Destiny Lab to build a brand and digital platform that could amplify their mission, grow their impact, and rally support around a powerful movement.
We crafted a visual identity, launched a mission-driven website, and developed a cohesive event marketing strategy — helping BWSE show up with clarity, credibility, and confidence from day one.
The Challenge
As a newly formed organization, BWSE came to us with a clear mission but no brand identity, website, or digital presence. They needed to:
Establish themselves as a modern, mission-driven PAC
Connect emotionally and visually with a broad audience
Launch with a professional, credible platform that could drive community engagement and support
They specifically wanted to break from traditional political visuals and instead express boldness, empowerment, and universality through a minimalist, modern aesthetic.
Our Approach
We worked collaboratively with BWSE to create a full strategic foundation — ensuring their branding, website, and event marketing aligned with their voice, values, and goals.
Branding & Logo Design
At the core of the branding is a powerful visual: 3 women standing behind a podium — a bold representation of leadership, unity, and collective voice. The faceless design reflects all Black women — a symbol of strength, diversity, and shared purpose.
The typography uses bold serif fonts to communicate power and presence, while still feeling elegant and modern. The color palette was chosen to reflect the organization’s bold yet grounded energy.
This brand system is designed to feel fresh, inclusive, and unapologetically powerful — reflective of the women it represents.
Website Design & Strategy
The website was designed to serve 3 core functions:
Tell the story — who BWSE is, what they stand for, and why it matters
Grow visibility — creating legitimacy, clarity, and community connection
Encourage support — through education, storytelling, and clear calls to action
Key priorities included:
Modern UX and layout with accessible navigation
Mobile optimization for a seamless experience
Strategic storytelling that connects mission, vision, and impact
Visual consistency with the brand identity, ensuring a professional and cohesive feel across every touchpoint
Event Marketing Strategy
To support BWSE’s launch, we also developed the visual and messaging framework for their inaugural event. Our strategy included:
Branded content to promote the event
Digital assets that matched the core brand look and feel
Messaging that honored their community and inspired participation
Email marketing campaign