Rooted in Healing - T-shirt Campaign

Campaign overview

To bring BEAM’s message of healing into everyday life, I conceptualized and produced a merchandise campaign that turned one of the organization’s most beloved affirmations, recited at the end of every BEAM training, into wearable art.

This campaign reimagined what branded merch could be: not just a product line, but a tangible extension of BEAM’s philosophy. Alongside the shirts, we redesigned BEAM’s wellness tools to mirror the collection’s style, grounding the drop in the practical resources we offer communities.

The collection connected BEAM’s mission with community solidarity through thoughtful design and storytelling. By launching on World Mental Health Day, we tied the campaign to a global moment of awareness, using the shirts and tools as both a way to share BEAM’s message and generate ongoing support for our work.

CAMPAIGN Photos

Role: Creative DirectoR & Producer

Project Goal:

  • Revenue Generation: Launch a merchandise collection that establishes a sustainable source of passive income for BEAM.

  • Mission Integration: Infuse BEAM’s affirmations and healing language into every product to make the collection an extension of the organization’s healing work.

  • Community Engagement: Spark conversations about Black mental health through wearable storytelling and purpose-driven design.

  • Visibility: Align the launch with World Mental Health Day to maximize awareness and connect to a global audience focused on mental wellness.

Campaign Video

We created videos to be social-media first, weaving together affirmations, campaign footage, BEAM healing circles, and select found/historical clips. The tone highlighted how, even across centuries of oppression, Black communities have built hope, resilience, and healing through collective care.

Redesigned Wellness Tools

I led the campaign from concept to launch, directing every phase of creative development, production, and marketing rollout:

  • Creative Direction – Developed the overarching creative concept and visual language, ensuring that each product reflected BEAM’s values of care, connection, and joy.

  • Design Collaboration – Partnered with a designer to finalize T-shirt illustrations, sticker artwork, and redesigned wellness tools, maintaining a unified look across all materials.

  • Production Oversight – Ordered, tested, and selected final fabrics and print finishes; managed vendor timelines and fulfillment logistics.

  • Photoshoot & Video Production – Produced and directed a branded shoot that captured product details, lifestyle imagery, and behind-the-scenes footage for launch and long-term use.

  • Influencer & Partner Gifting – Curated personalized gift sets for BEAM’s collaborators, partners, and celebrity supporters to drive organic engagement.

  • Launch Video & Campaign Assets – Produced a cinematic launch video and coordinated social media rollout using reels, stills, and graphics for cross-platform visibility.

  • Community Integration – Used redesigned wellness tools as activations in cultural events like Culture Con, connecting the merch drop back to our healing-centered resources.

Talent Gift Sets

Behind The Scenes

Projects Insights

  • How to merge merchandising, design, and wellness education into a single cohesive storytelling campaign

  • The power of consistent art direction to create emotional continuity across physical and digital assets

  • How to balance aesthetic excellence with operational precision across production, design, and distribution