portfolio > Strategic Marketing
ADVOCACY & AWARENESS
GildaPapoose Collective
Brand Representative | Online
Advocacy Campaigns • Brand Development • Community Engagement
Live Events & Stage Production • Nonprofit Marketing
Credits:
Will Johnson
ROLE
Creative Director
Brand Strategist
Campaign Manager
Executive Producer
Lead Designer
COLLABORATORS:
Strategic Leaders
Je Naé Taylor | Director + GPC Founder
Samantha Master | Strategic Partnerships
Jennifer Patience Rowe | Street Team Lead
Carmen Berkley | Director of Culture + Logistics
Jonathan Lykes | Lead Production Design
Lee Anderson | Director of Musical Experience
Key Contributions
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Strategic Partnerships
Collaborated with organizations including M4BL, National Bail Out, and SONG to expand GPC’s reach. Strengthened coalition efforts through co-branded initiatives and cross-platform campaigns.
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Brand Development & Creative Direction
Led the visual storytelling strategy to establish a powerful brand identity, ensuring GPC’s messaging reflected its abolitionist values. Developed logos, social media content, and print materials that resonated with local and national audiences.
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Messaging Strategy & Media Production
Led Messaging Strategy and Media Production highlighting the personal stories of incarcerated mothers and the impact of the DMV Black Mamas Bail Out. Amplified these narratives through digital platforms and live events.
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Advocacy Campaigns
Directed multimedia content for key campaigns like #FreeBlackMamasDMV, using data-driven strategies to raise awareness of the cash bail system’s injustices. Mobilized community participation and increased donations.
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Live, Staged Events & Production Design
Oversaw design and promotional material development for cultural events including There Is A Field at the Kennedy Center and local performances of Fences and PUNK, bringing abolitionist themes to life through art and storytelling.
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Web Development, UX/UI Design & Digital Strategy
Designed and launched GPC’s branded website, creating an accessible hub for storytelling, campaign updates, donation efforts, and movement resources to strengthen engagement and outreach.
Challenge I
GPC sought to expose the injustices of the cash bail system, which disproportionately harms Black women—especially mothers—by keeping them incarcerated with predatory bail amounts they cannot afford, separating families in the process.
Founder JeNaé Taylor aimed to bring this issue to the forefront by directing staged readings of plays with portrayals of injustices femmes face and how their communities can show solidarity when seeking justice.
In 2019, GPC staged August Wilson’s Fences and Michael Allen Harris’ PUNK in homes, churches, and community venues, using theater as a tool for awareness and action.
Challenge II
Dismantling harmful narratives about incarceration while building community trust required a nuanced strategy. With limited resources and an urgent need to drive support for #FreeBlackMamasDMV and #EndCashBail, GPC needed a compelling brand identity and messaging approach that resonated deeply within the DMV region and beyond.
Amplifying the voices of those impacted without retraumatizing them demanded a human-centered, healing-focused approach that prioritized advocacy, dignity, and tangible change.
Challenge III
To establish GPC as a recognizable force in advocacy and cultural production, I designed and launched the collective’s branded website. This digital platform not only reinforced GPC’s visual identity but also served as a vital space for awareness, resource-sharing, and fundraising.
Through strategic digital strategy, targeted messaging and UX/UI design, I ensured the site functioned as an accessible hub for community engagement, mobilization, and long-term movement-building.
Solutions
To address these challenges, I implemented a responsive, mission-driven marketing strategy:
BRAND ALIGNMENT
Developed a strong visual identity that captured GPC’s abolitionist mission. Consistent design elements and compelling visuals built recognition and unified messaging across campaigns.
LOCALIZED STORYTELLING
Centered the narratives of DMV mothers, activists, and community members through digital media and live storytelling events. WPGC 95.5’s coverage amplified these personal stories, mobilizing community support.
STRATEGIC COALITION BUILDING
Fostered collaborations with movement leaders and organizations to expand GPC’s reach and secure funding. Joint campaigns and co-branded media materials extended the impact of advocacy initiatives.
COMMUNITY-CENTERED EVENTS
Produced site-specific performances and immersive experiences that encouraged public dialogue and engagement. Events like There Is A Field and PUNK brought GPC’s mission to life.
Outcomes
& Impacts
REGIONAL IMPACT
Freed 30 Black mothers from DMV jails through the Black Mamas Bail Out campaign, providing ongoing support with fellowships and wraparound services.
PARTNERSHIP GROWTH
Strengthened alliances with M4BL, National Bail Out, and SONG, amplifying advocacy efforts and increasing campaign effectiveness.
MEDIA VISIBILITY
Secured coverage on WPGC 95.5, raising awareness on the harms of cash bail and mobilizing public support.
COMMUNITY ENGAGEMENT
Hosted impactful performances like There Is A Field at the Kennedy Center, driving conversations on incarceration and justice reform.
SUSTAINED CHANGE
Launched an arts fellowship for formerly incarcerated mothers, fostering empowerment and long-term community investment.
News & Press
CLIENT FEEDBACK
"Dedicated to changing systemic laws and policies that make life for struggling Black people, especially young women and girls, so much more painful and traumatic than it has to be. Thank you for your dedication."
— Leigh Bowie, Community Advocate
"Will’s creative leadership transformed how GildaPapoose connects with our community. His branding and storytelling expertise brought our campaigns to life, making our message resonate across the DMV. From WPGC spotlights to bold digital visuals, Will helped elevate our voice in the fight for Black liberation."
— JeNaé Taylor, Founder of GildaPapoose Collective
"Will’s ability to capture the essence of our work through visual storytelling has been invaluable. He understands the nuances of our mission and translates that into impactful design and strategy. His contributions were essential in driving support and awareness for our Black Mamas Bail Out campaign."
— Connie Walker, GPC Organizer
