WhiteFlag App

A young African American female athlete with long hair in braids, smiling and wearing a USA sports top and arm sleeves, standing in front of a large American flag backdrop, celebrating her achievement. The image includes text indicating her as a White Flag Athlete, a partnership announcement, and her credentials as a 2020 Bronze Medalist in the 4x400m mixed relay from Lansing, MI.

Challenge

An early-stage startup required a cohesive brand presence to support product development, investor communication, and user growth. Developed visual messaging needed to align with the evolving structure of the app and support collateral.

A website promoting the WhiteFlag movement, which connects people who understand pain for support, healing, and acceptance. The website contains a list of steps to set up an anonymous profile, including a mobile phone screenshot showing options to indicate coping habits and suffering factors, with navigation dots below.
Infographic about cognitive distortions, featuring a brain divided into two colors, with the top section in gold and the bottom in blue, and a small white flag with 'White Flag' written on it.

Strategy

Translate product architecture into a scalable visual ecosystem spanning brand, marketing, and digital communication. Maintain clarity and consistency across platforms while supporting rapid iteration.

A graphic illustrating that being surrounded by many people is not the same as being alone, with blue dots representing people, one yellow dot representing a person, and a quote about loneliness.

Execution

• Developed brand look and visual direction (building from existing logo)

• Structured website content and visual hierarchy based on app functionality

• Designed investor pitch decks and outreach materials

• Directed social media creative during the company’s launch phase

• Collaborated in Figma workflows to align marketing and product structure

Impact

The visual system helped position the startup with a clear and professional identity during early growth stages while supporting consistent communication across investor and user channels. The credible brand has led to national television spots on Good Morning America and many influencer supporters.