Black Pickleball & Co. had built real community momentum online, but its visual identity hadn't caught up to its mission. The brand needed a look that felt as culturally specific and energetic that could carry across a rebuilt website, event photography, and merchandise without losing the personality that made the organization stand out in a sport where Black representation is still rare. I led the development of our visual language, defining the visual identity and directing photography that captured the brand's cultural confidence and individuality. I also directed the full UX-focused redesign of the website, launched in March 2025, which drove a 393% jump in site sessions and a 267% increase in unique visitors in its first month, and helped push open-play ticket sales from 20 to a sold-out 35 in a single month.