For a passion project, I wanted to create an institutional branding for a social issue that is dear to me. Something that I’m passionate about and continue to try to help those around me with is dismantling the stigma amongst black males that mental illness is synonymous with weakness. Instead of creating a business that focuses solely on mental health, I focused on a business model that creates a safe place and focuses on preventative maintenance. Lifted Culture is a gym that exists to empower young adult males in the African American community to prioritize their physical and mental health. Unlike other fitness centers, Lifted Culture is integrated in the community and fosters a positive, safe environment for the young men to better themselves. Through cultural research, positive influencers, and smart empathetic staff, Lifted Culture will strengthen the community.
If you are interested in viewing my research and process, feel free to check out the link below.