Pattern

This project was about creating a brand with a message and a purpose for Pattern, Tracee Ellis Ross’ haircare line for textured hair. It was necessary to use the right vehicle to tell the story of our underrepresented community. The poem of Amina Brown became a way to tap into an African oral tradition that had always been crucial for maintaining identity, transmitting cultural values and bridging generations. This was how we were able to celebrate, unite and ultimately engage the community.