Designing Belonging- Content Creation for the Bay Area Mass Choir

We believe that it takes a village to bring powerful experiences to life. That’s exactly what I witnessed while working with the Bay Area Mass Choir, directed by Dr. Rachelle Rogers-Ard and LaNell Martin, a multigenerational and multi-denominational choir that celebrates gospel music from the ’90s and early 2000s. Our role was to create the digital presence that would help the choir’s vision take shape. We designed social media content and flyers that served two purposes: to invite singers to join the choir and to spread the word about the concert itself.

Designing for a Dream

Since we provided services during the choir’s inaugural year, one of the biggest challenges was that there wasn’t yet an established “vibe” or identity to draw from. It was still very much a dream in the making. That meant our design work required extra intentionality. We spent time in meaningful conversation with the client to understand not only what the choir was, but also what they wanted the space to become. That clarity helped us shape the look and feel of the designs, which then evolved beautifully in the following year.

For me, the most powerful moment wasn’t behind the computer screen; it was at the concert itself. I watched people come together, leaving behind the weight of the world for a while, simply experiencing joy, praise, and belonging through music. That’s why I do this work. Design isn’t just about colors and layouts, it’s about creating spaces where people feel connected and free to celebrate.

Working with the Bay Area Mass Choir reminded me once again that every great moment takes a village. I’m grateful to have been part of building a platform where voices could come together in song and spirit, creating an atmosphere of joy that will echo for years to come.