Our team led the redesign of the Doritos Solid Black website. This site was the storytelling hub for the Changemakers and the causes they chose to support. The design inspiration was borrowed from the limited-edition MZ Icar bag, lending to the site's bold, high-contrast visuals and intuitive navigation. With clean typography against a dominant dark background to make our content and stories stand out, the result was a visually bold platform to embolden Black stories.
Changemakers Stories
JUSTIN ROGERS A.K.A. DJ MR. ROGERS. HART JR.
Meet Justin Rogers also known as DJ Mr. Rogers, a Houston-based DJ, producer, and radio mixer for (93.7 The Beat - iHeartRadio). A graduate of Prairie View A&M, DJ Mr. Rogers has become one of the most sought-after and celebrated DJs by artists, promoters, and brands because of his creativity, ear for great music, and ability to entertain a crowd. DJ Mr. Rogers has produced and co-written regional/national hit records and has toured alongside several platinum recording artists.
ERIC HART JR.
Meet Eric Hart Jr., a 22-year-old Georgia native who graduated from NYU's Tisch School of the Arts, where he studied photography & imaging. As a photographer, Hart's stylized portraiture is an exploration of Blackness and shifting identities within Black culture.
CANDIS GRACE (MISS DIDDY)
Meet Candis Grace (Miss Diddy), a true powerhouse entertainment marketer, who prides herself on doing meaningful work that drives the culture forward. This Compton native began her journey over 15 years ago as the only female promoter in the world's entertainment capital, also known as Hollywood, CA. Candis publicly dominated this male-driven industry and bravely took her career to the next level when she created her own company The Brand Group. The Brand Group specializes in brand partnerships, marketing concepts, and connecting the dots between entertainment, sports, politics, education, and music.
PIKACHULITA A.K.A. KATIE ROBINSON.
Meet Katie Robinson, also known as “PikaChulita,” a queer Black woman from Memphis who has been creating content on Twitch for over seven years. PikaChulita creates a variety of high-quality, DEI-focused, and charity-driven content. Her existence within content creation is centered around creating safe, supportive, and fun spaces for marginalized individuals-especially those who are Black, Brown, or LGBTQIA+.
Behind the Branding
This branding was established for the Solid Black campaign based on the bold and bright design of MZ Icar, who designed the Doritos Solid Black limited edition bag. Clean bold type mixed with bright colors and clear impactful messages drove the director for the camapign.
Bag Design
For the Solid Black campaign, Doritos partnered with renowned artist MZ Icar to create a striking limited-edition bag design. This design reflects the bold, unapologetic spirit of the campaign, celebrating changemakers who challenge the status quo. The vibrant color palette and dynamic artwork of the bag were crucial to the campaign’s visual identity,
For the Solid Black campaign, Doritos partnered with renowned artist MZ Icar to create a striking limited-edition bag design. This design reflects the bold, unapologetic spirit of the campaign, celebrating changemakers who challenge the status quo. The vibrant color palette and dynamic artwork of the bag were crucial to the campaign’s visual identity,
Typeface: Monument Exrended
Typeface: Inter
Inspo
Credits:
Client - PepsiCo
Art Directors - Kelvin Medina
Copywriter - David Graddick
Project Manager - Chase Dakota Pinckney
