In the summer of 2020, after the public murder of George Floyd, Crocs committed to making a donation to the NAACP and to creating a set of Jibbitz™ charms in support of Black lives.

As the only Black person on the creative teams in either the product department or the marketing department, I was asked to design these Jibbitz™. I did not take this task lightly. I channeled the anger and frustration I’d been carrying and tried to use it for good.

My inspiration for the Jibbitz™ and the campaign came from sources ranging from the Pan-African flag and the African diaspora, albums like Solange’s A Seat At The Table, and Mos Def’s Black on Both Sides, and from protest posters from the civil rights movement.

Ultimately, the products were well received by Crocs fans.

Agency: Crocs in-house team, Creative Director: James Gardner, Senior Brand Designer: Dominique Barnes, Photography: Chris Svoboda, Photography Producer: Katie St. Peter, Photography Art Director: Anne Crump

Scope

• Product Design

• Branding

• Social Posts