A New Identity for “BIPOC Adoptees”

Situation

In 2022, Liana Soifer, a transracial adoptee born in South Korea and raised in Oregon, approached Odd Notion with a vision. Her goal was to transform her fundraiser campaign for a docuseries exploring BIPOC adoptees' lives into a media company. Liana sought guidance on the optimal structure for BIPOC Adoptees, contemplating various models including non-profit and for-profit options.

Problem

The narratives of adoptees, particularly those who are BIPOC, are intricate and often overlooked. When intertwined with the challenges of being a person of color in America, these stories become even more nuanced. Liana and her team were determined to create a platform centered on honesty and safety. They envisioned a space where BIPOC adoptees could authentically express their feelings of isolation without the pressure to appear grateful for their adoption. Our mission was clear: to prioritize the adoptee narrative over that of adoption agencies, and to craft a brand that fostered community, safety, and genuine connection among BIPOC adoptees.

Solution

With our methodical approach, we guided the BIPOC Adoptees team through a series of strategic sessions. These discussions were designed to address their core questions and shape their vision. Drawing from our findings, we developed a compelling brand identity system that resonates with their mission. The centerpiece of our solution was a website that showcases the diverse stories of BIPOC adoptees, creating a digital sanctuary for their experiences and perspectives.

Testimonial

"Eleazar and the team at Odd Notion are true masters of their craft. Their design process is thoughtful, intentional, and deeply collaborative. Throughout the project, we felt comfortable and valued, and their commitment to uplifting diverse voices shines through in their passion, experience, and work ethic. They took the time to truly understand our brand and mission, which was reflected in every aspect of their work. The end result was transformative - they didn't just redesign our brand, they elevated it to new heights."

–Liana Soifer, Founder at BIPOC Adoptees