Designing a Cultural Platform for Leadership & Impact

Overview

The WayMaker Men’s Summit 2025, presented in partnership with BET Experience, is a premier cultural and leadership conference designed to empower black men and teens through conversations around wellness, leadership, business, and community. Held during one of the most influential weeks in black culture, the summit brings together leaders across entertainment, entrepreneurship, faith, and social impact.

As Creative Director and Lead Designer, I led the development and execution of a cohesive visual experience that supported the summit’s mission, translating purpose, identity, and community into a unified design system across all touch points.

strategic approach

The creative direction was rooted in positioning the summit as both a cultural experience and a leadership platform, balancing inspiration, authenticity, and elevated design.

I developed a visual system that could live across multiple environments, from stage and experiential activations to digital and branded materials. The approach emphasized cultural authenticity, ensuring the design reflected the voice, energy, and identity of the audience.
Experience-driven design, supporting moments of connection, reflection, and engagement throughout the summit, and system-based execution, creating consistency across a wide range of activations, sessions, and environments.

Given the scale and visibility of the event within the BET ecosystem, I combined creative direction with hands-on execution to maintain a high level of craft while adapting to evolving programming and real-time needs.