Each year, the NAACP Santa Cruz County Branch organizes the MLK March for the Dream, a community event honoring the legacy of Dr. Martin Luther King, Jr. As one of the organizers, I contributed by creating a recurring poster series that both promoted the event and carried forward King’s message of justice and solidarity.

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Design Mechanics
The posters centered around striking archival photographs of Dr. King by Bob Fitch, sourced from the Stanford archives. These historically significant images grounded the designs in authenticity and connection to the Civil Rights Movement. To capture attention and invite broad participation, I paired the imagery with bold, dynamic color palettes that shifted each year while maintaining a consistent visual identity for the march.

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Typography was strong and modern, ensuring legibility across print and digital formats, while layouts emphasized King’s presence and words as the focal point. By keeping the designs clean yet vivid, the posters worked equally well on city streets, in community spaces, and online.

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Impact
Before the annual poster series, event promotion was less visually unified. With the introduction of these posters, the MLK March for the Dream gained a recognizable, consistent public identity. The bold visuals drew people in, sparking curiosity and helping to boost attendance year over year. The combination of archival photography with fresh color choices linked the historic struggle for justice with its ongoing relevance in Santa Cruz today.

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Narrative and Significance
The poster series became more than simple event collateral—it served as a visual reminder of King’s enduring impact and a call to action for the community. Each design stood as part of a growing collection, marking the passage of years while reinforcing the event’s continuity and strength. Contributing this work as both designer and organizer underscored my belief in design as a tool for community mobilization, historical remembrance, and collective action.