BET+: Defining a Premium Digital Identity
I led the creative development and visual direction of key art for BET+ originals and major content drops, ensuring each title had a distinct personality while still feeling undeniably BET+. That meant building a repeatable creative standard across typography, composition, color, and messaging, then adapting it title by title for streaming, social, and partner placements.
Beyond campaigns, I helped shape the platform experience through curation. We designed collection systems, seasonal programming moments, and editorial groupings that guided discovery and kept the service feeling alive. The goal was simple: turn browsing into storytelling, using design and smart packaging to drive viewing behavior and strengthen retention.
A strong example of the impact of curation was the Love Gone Wrong collection. We reframed existing titles through refreshed key art, messaging, and prominent platform placement, turning familiar content into a new moment that pulled in attention and helped drive a wave of new sign ups. It proved how packaging and positioning can create real performance, even without a new premiere.
