FiveSpot

During Capstone Agency's annual CreateAthon, a 24-hour pro bono advertising marathon, I served as Lead Strategist for Five Spot, an HIV/AIDS resource center supporting teens and young adults in the Tuscaloosa community. What began as a branding project quickly became a lesson in the responsibility of strategic communication. Through research, audience insights, and collaborative creative development, I helped lead a full organizational rebrand centered on hope, healing, and belonging. From developing the brand narrative to drawing inspiration from the Five Spot flower itself, every decision was rooted in helping the organization connect more authentically with the people it serves. More than any design deliverable, this project showed me how strategy can create meaningful impact for communities.