Reunion, Black American Genealogy Hub
conceptual Brand Identity, art direction, Copywriting
Reunion is a concept built from my personal journey and challenges with genealogy as an American descendant of slavery. I created this brand to envision a solution for Black Americans seeking to uncover their family history without limitations and paywalls.
Reunion aims to be more than just a research tool; it is a movement to reclaim lost histories. It transforms the often isolating experience of genealogical research into a collective journey of discovery, ensuring that the stories of those who came before are remembered and honored.
Reunion's creative direction starts with one intention: bring people to life.
During chattel slavery, Black Americans were documented as property. The visual language of Reunion pushes back against that. Portrait photography and vibrant floral imagery center humanity.
The color system is deliberate. "Reunion Red" holds two meanings at once: bloodshed and bloodline. The genetic thread that connects researchers to the ancestors they are searching for. “Pale Parchment" references the documents researchers will encounter along the way, the certificates, ledgers, and records that become portals. Prismatic overlays sit over that parchment foundation, adding vitality and depth.
The flowers are not decorative. In Black American tradition, giving flowers to the deceased is an act of reverence. The research itself becomes an act of honoring the ancestors. Discovery is honor.
Argent CF anchors the typographic system. Bold, elegant, and emotive, it extends that spirit of homage into every heading and out-of-home application.