CoolxDad

I Am X

The Ask: CoolxDad wanted to strengthen its brand identity by creating a clear narrative that defines its mission, audience, and community impact. The goal was to increase awareness and deliver a powerful call to action.

The Problem: While the “x” in CoolxDad was designed to symbolize the diverse spectrum of guardians and father figures, the brand’s messaging never explained what it meant. This created a strategic disconnect: the brand stood for an inclusive “x," but was perceived as exclusively for male fathers of color. We need to break this silence to ensure the brand’s mission of serving fathers of color feels expansive.

The Insight: CoolxDad’s philosophy speaks to audiences beyond the father of color. In the absence of fathers, we recognized that the torch passes to mothers, grandparents, and others who face nuanced stigmas and challenges.

The Brief: We shifted the narrative from a biological definition of fatherhood to a broader celebration of guardianship. By vocalizing the “x,” we gave a name to these unsung heroes, transforming the brand from a father-only club into a support system for anyone navigating the challenges of modern caregiving.

Tagline: Be The Future for The Future

The Results: A happy client ☺️

Agency: 100 Roses From Concrete

Role: Strategy Lead

Year: 2022

Creative Approaches

The “I Am…” social media challenge is designed to embrace the X community and share their stories.

Member Spotlight for Meta

An event for “x” parental figures to spread brand awareness and showcase CoolxDad’s inclusive mission. Features: spoken word performances, live music, and a CoolxDad merchandise booth.