Soul Street is a collective brand concept rooted in Black excellence, entrepreneurship, and community. Created to unify Black owned businesses in San Jose, the project explores how visual identity can serve as a platform for connection, visibility, and cultural pride.

The Goal

The goal of the Soul Street was to establish a lasting visual platform that celebrates Black excellence while amplifying entrepreneurial voices. The brand was designed to support growth, collaboration, and cultural pride, both locally and beyond San Jose.

The Challenge

Black owned businesses and entrepreneurs often face limited visibility within fast-moving urban markets. Soul Street was created to address this challenge by uniting multiple voices under a single, recognizable visual identity that communicates strength, collaboration, and shared legacy.

Design Approach

The design approach focused on building a visual system that felt rooted, modern, and adaptable. Drawing inspiration from Adinkra symbols such as Bese Saka and Nsaa, the identity reflects abundance, unity, and collective strength. Color, typography and composition were chosen to balance cutural depth with clarity and usability.

Visual Exploration

Early explorations focused on symbol development, typography, and environmental context to ensure the identity could scale across physical and digital spaces