For years Tamiko Ambrose Murray and Marisol Jiménez have worked both independently and together to advance race equity conversations in organizations and communities.
As they grew in their work together, it came time for them to develop an identity that represented the work they did as a partnership, rather than as individual consultants. They sought out Wayward Kind to help them on their journey.
A brand identity that fits Tamiko and Marisol’s work, which they describe as a “practice—not a product,” is intentional and meaningful. They wanted to create a website and brand identity that reflected the type of transformational change that they bring to organizations and that really felt like them.
We entered into a collaborative and generative process to find the best ways to describe their work, discussing the special significance in each element of their website and brand.
Along the way, each decision was made with care and every element was steeped in meaning and intention—a reflection of the way they walk through transformative change with their own clients.
A path for creating cultures of belonging and transformational strategies
On paper, the end goal for this project was branding and website design and development.
In practice, it was an opportunity for Tamiko and Marisol to more deeply understand what they wanted their business to stand for—what message they wanted to send into the world about their values and how they wanted to represent themselves digitally.
We took a dive deep into their core values, brand ethos, and all of the things that make them who they are, and then infused them into every element of the designs.
To capture themes of liberation, growth, and transformation, we incorporated a number of personal touches and nods to nature in the design of their brand and website.
For example, we developed imagery for the Spiral Path of Transformative Change, a framework that Tamiko and Marisol utilize to guide their equity work. The spiral serves as an invitation to their clients be in right relationship with themselves, each other, and their impact in the world through a cycle of healing rather than a linear path.
The representation of the spiral path is filled with elements of the natural world around us, honoring the rhythm of nature, living, and healing that is central to their work and guided our visual design.
Throughout their website you will also find collages that are meaningfully designed through the inspiration of real life people in their lives—ancestors influencing their paths and bringing meaning to their every interaction.
The equity work that Spiral Path guides clients through invites them into a lifelong commitment toward connection, experimenting, shifting systemic inequities, and evolving toward liberation. By bringing their own personal histories into the design of their brand and website, they are communicating that they, too, are in this work. That we are ALL in this work together.
At the end of this project, not only did Spiral Path receive a full brand kit complete with colors, fonts, icons, patterns, and a new website full of personal elements and meaningful symbolism, but they were also equipped with a better understanding of who they are as a brand and are able to better articulate their work helping organizations shift systemic inequities and create cultures of belonging.
The Spiral Path is an ancestral invitation to be in right relationship with ourselves, each other, and our impact in the world.
Equity work is a lifelong commitment we make towards healing, connecting, experimenting, and evolving—from the personal to the collective. We are healed through a cycle of learning and growth that connects us to each other and to a vision of liberation.
“I didn’t know it was possible for a website to speak to people’s hearts.”
“The things we achieved through this process, which is a really desirable outcome, is how we continue to articulate more and more clearly who we are, what our work is, what we value, and how we want to be in the world. From the very moment that we started, the process was so generative that it has impacted our entire business moving forward.”
TAMIKO AMBROSE MURRAY
Spiral Path
“I never expected the website to be so deeply personal. It’s OUR people. Our ancestors. Our family members. It’s just so beautiful, and feels really special to have that there.”
MARISOL JIMÉNEZ
Spiral Path
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