Ethel’s Club is an immersive wellness platform centering People of Color. Founded by Naj Austin, its mission is to “create healing spaces, both virtually and IRL, that center and celebrate people of color through healing, creativity, and most importantly, joy.”
Throughout their identity they use the Thin and Thin Italic styles of Queens by Kilotype mostly for headlines and often with tight tracking. Queens is paired with Neue Montreal by Pangram Pangram, used mostly for captions and text. Both are accompanied by, or are part of colorful illustrations.
The website features a blog named “Digital Journal” as well as a 24/7 Channel. It also features a set of revolving cards that introduce the platform and guides playfully.
Campaign and identity designed in-house by the club’s creative director Huệ Minh Cao. She also made the animated revolving cards. Website designed by Huệ Minh Cao and built by Briana Gude and Gina Lee.