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Black Kids
Travel

"It's our world now"

PROJECT DETAILS

Black Kids Travel (BKT) is a community that empowers Black travelers with resources, support, and representation. By offering storytelling, events, and initiatives, BKT fosters connection and belonging, helping individuals explore the world with confidence.

Client

Black Kids Travel (BKT)

Role

Strategy, Operations, Branding

Location

Bali, Indonesia + Los Angeles, CA

Date

2020-2023
(2023 - Present: Silent Partner)

Exit Notes

Team went the non-profit route. I moved into a silent partner role.

Problem / Opportunity

(1)Narrative Clarity:

BKT's powerful brand name, which inherently suggests a clear mission, was being misused with a vague and disconnected narrative, causing audience confusion and weakening the brand's ability to gain traction.



(2) Operational Inefficiencies::

BKT's operations were strained by an oversized team that didn't match their early-stage needs, leading to inefficient resource use. Budgeting issues and unexpected expenses added to the challenge.

The Solution

Refined BKT’s brand narrative around Access, Representation, and Support, establishing a cohesive identity that resonated with the community. Revamped the website with dynamic, community-focused imagery.

The Solution

Phase 1

Refined BKT’s brand narrative around Access, Representation, and Support, establishing a cohesive identity that resonated with the community. Revamped the website with dynamic, community-focused imagery.

Building Hype

Phase 2 [A]

Shifted BKT’s social strategy to highlight real travelers, reinforcing that international travel is accessible to all and aligned with the brand’s mission of representation and empowerment. Rolled out a mix of static, video, and animated content across platforms to inspire and educate. Introduced analytics tools to track KPIs, launched the “Journey to Representation” campaign, and added “Three Things You Didn’t Know About [Country]” to boost engagement through informative storytelling.

Phase 2 [B]

User Generated Content:
Invited followers to share travel stories and featured standout posts on BKT’s channels to showcase diverse perspectives and build community.

Interactive Storytelling:
Hosted live Q and A sessions on Instagram and TikTok with community members sharing their journeys, increasing engagement and connection.

Monthly Themes: Rotated monthly focus on topics like heritage sites, family trips, and solo travel to keep content fresh and relevant.

🎥 @akilwade

Phase 3

Restructured the team using data insights, introduced success-tracking systems, and implemented a streamlined project management system. This improved efficiency, collaboration, and focus on strategic goals. Overhauled event budgeting, leveraging previous data for better forecasts and established protocols for financial adjustments.

INCREASE IN NET INCOME
0 %
INCREASE IN PRODUCTIVITY
0 %
DECREASE IN LABOR COST
0 %

The Impact

BKT’s transformation boosted both brand perception and operational efficiency. By centering their message on Access, Representation, and Support, Instagram engagement rose over 1500%, followers grew by 30%+ MoM, and reach increased substantially, building a stronger community.

Operational changes improved team efficiency by 46%, and smarter budgeting cut costs. The Passport Initiative and scholarship fund deepened community trust, drove a 30% increase in program participation, and positioned BKT for future grant opportunities.

These shifts helped establish BKT as a trusted voice in empowering travelers and driving sustainable growth.

🎥 @blackbillygoat

🎥 @akilwade + blackbillygoat

🎥 @akilwade + blackbillygoat

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anndreaworks@gmail.com

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