Client:
The Zay Project
A Taste of Melanin: Event Series
Web Site Design
Campaign
Art Direction
Copywriting
Branding
Graphic Design
Overview
The Zay Project is a Phoenix-based nonprofit using art, culture, and STEAM to empower communities facing systemic barriers. Through creative programs and public events, we create spaces where youth and families can thrive, connect, and celebrate their identities.
The Challenge
Black culture is vibrant, complex, and deeply influential—but it’s often misunderstood, minimized, or celebrated only in fragments. In Phoenix, a city with a growing and diverse population, The Zay Project wanted to shift this narrative during Black History Month.
But February in Phoenix also presents a unique challenge: it’s peak season. With perfect weather and nonstop events across the city, standing out would require more than just a single celebration. We had to create something bold, inclusive, and unforgettable to keep Black culture top of mind all month long.
The Insight
Culture is best experienced, not explained. We understood that if we wanted to change perspectives and amplify the richness of the Black experience, we had to meet people where they are—with energy, joy, food, music, and real conversation.
We knew our strategy had to be more than just commemorative—it had to be immersive. If we could create opportunities to experience, learn about, and celebrate Black culture in authentic ways, we could spark lasting change and connection across communities.
/ Our Approach
We launched A Taste of Melaninas free, month-long event series designed to celebrate and elevate Black culture across Phoenix. Our approach focused on three pillars:
1. Share the Culture
We kicked off with high-energy events like Restaurant Week, Roller Bounce, and Hip Hop Karaoke—each showcasing Black creativity, history, and joy.
2. Educate the Community
Weekly Melanin Talks offered workshops and panels on topics like mental health, financial empowerment, and art, providing practical tools and insight into the Black experience.
3. Bring People Together
We closed the month with This Is Melanin, a night market festival at Eastlake Park featuring performances, vendors, and community-led sessions—honoring both culture and community.
The Results
4,500+
Attendees
engaged in events throughout the month
14.7 Million
Impressions
across social and digital platforms
/ The Creative
Inspired by the vibrancy of Black expression, we developed a visual language that felt unapologetically proud and deeply communal. The identity blends nostalgic textures with modern design—incorporating bold typography, expressive color palettes, and layered visuals that echo the richness of Black history and innovation.
Photography focused on real moments—joy, movement, connection—capturing the heart of the events. Each design element served as both a celebration and a statement: Black culture is not a moment—it’s the movement.
