As an active member of the Miami creative community, I have always felt a strong pull toward improving community engagement. That's why, in early 2022, I joined Push Play, a Miami-based non-profit that aims to promote social change through artist empowerment and community leadership. Push Play was originally founded as "Vote to Push Play" during the 2020 election season, with the goal of maximizing voter registration in creative spaces across Miami-Dade County. As the organization's efforts expanded, it became clear that there was a need for inclusive and non-judgmental conversations, educational resources, and assistance in the community. The organization's focus shifted towards grassroots empowerment and was eventually rebranded as Push Play. The new name reflects the organization's mission to empower artists and encourage community engagement, with a particular focus on working with musicians and other creatives in their respective environments.
Role:
Art Direction
Brand Strategy
Marketing
Event Planning
Social Media
Recruitment
The original colors of blue, red, and white held an apparent political connotation to reflect the nature of Push Play's work, which primarily focused on voter registration. However, when I joined Push Play, it was clear that these colors no longer reflected their current work. Using research, user-testing, and executive collaboration, I incorporated shades of purple, reflecting the unification of two seemingly different yet intertwined industries, combining the harsher outlook of the political side with a lighter, creative vision of the arts. Adding lighter blues and pinks provided a more fluid color palette that modernized the brand's look while staying true to its values.
