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Project

Ethel’s Club



completed

2022
BRIEF 

Complete a rebranding and web redesign of a wellness platform that centers and celebrates people of color.
Services

Brand Identity
Web Design
Art Direction
Print Design
Motion Design
Event Design
Featured In

Protocol
Well + Good
Fonts In Use
Typewolf







CONCEPT

Post lockdown, we had to rethink how Ethel’s Club, a physical space, could exist without physical proximity. So, we imagined an online, immersive wellness space that prioritized all the ways we could be well.

Drawing inspiration from gardens, Brooklyn vernacular signage, and the original brand, we created a new version of Ethel’s Club that still felt open, playful, full of care, and blooming with possibilities.

TEAM

Lovingly made with Naj Austin, Najir Austin, Christian Becerra, Deborah Johnson, Kile Atwater, and Mariama Jalloh. Original brand by Annika Hansteen-Izora.

Photography by Curt Saunders and Dondre Green.
Web development by Briana Gude and Gina Lee.

Brand identity, art direction, and web design by me.









HOWDY@MINHCAO.INFO