In 2020, conversations about race were erupting across America — yet millions of white Americans still lacked the language, frameworks, and psychological safety to meaningfully engage. The founders of Face/Change Alliance saw a widening gap: the nation was in a civil-rights awakening, but many who benefited from systemic inequity had no structured path to understand it, confront it, or change it. What they needed was not simply a message, but a movement architecture — one that invited participation while refusing to dilute the truth.

Face/Change Alliance came to me without a cohesive strategic position, a unified voice, or the narrative rigor required to steward such a critical mission. The challenge was to build a brand capable of holding discomfort, facilitating dialogue, and normalizing conversations about racism for those least accustomed to having them.

Spoken Identity Workshop™ – Brand Positioning – Naming - Brand Messaging – Cultural Markers – Tagline Development (“Normalize the Conversation.”) – Slogans – Website Wireframing – Website Copywriting – Creative Direction – Research – Narrative Strategy – Brand Guidelines

Face/Change Alliance now has a brand anchored in clarity, courage, and communal responsibility—one that speaks directly to white Americans while honoring the dignity of everyone in the room. Their messaging system gives structure to difficult conversations, their cultural markers provide behavioral guardrails for safe dialogue, and their website functions as an invitation into humility, proximity, and policy-shaping action.

Most importantly, their brand now reflects the heart of their work: helping people face what must be faced and change what must be changed. With a clear strategic position and a voice built for truth-telling, Face/Change Alliance is equipped to grow not through guilt or performance, but through genuine transformation.