SoFete® is one of those projects that is difficult for Rae to describe as simply "client work."
Rae first connected with founder Ashanti Henry in 2024, before RAEFORM had fully become what it is today. SoFete® was going through a major transition of its own, evolving from its earlier roots in fitness into a cultural nonprofit centered on sisterhood, community, and the experiences of women across the Caribbean, Black American, and African diaspora.
What began as work quickly became something much closer.
Ashanti became one of Rae's biggest cheerleaders, and SoFete® became one of the places where Rae was trusted not only to execute ideas, but to think alongside the organization as it grew. Over time, Rae became part of SoFete® itself, working across its digital presence, operations, systems, creative direction, and the everyday work behind the mission.
In many ways, SoFete® became another home. It also became one of the experiences that helped Rae understand what she wanted RAEFORM to become.
The Challenge
SoFete® was not simply redesigning a website or refreshing a logo.
The organization itself was changing.
Its identity had to evolve from its previous fitness-focused beginnings into something capable of representing a much broader cultural mission. At the same time, the nonprofit needed the internal structure and digital foundation to support that growth.
That meant thinking about the brand, website, operations, programs, communications, and systems as connected parts of the same organization rather than isolated projects.
Our Approach
The work developed alongside SoFete®.
Rather than arriving with a fixed package or a predetermined solution, Rae worked closely with Ashanti across the organization's changing needs, helping translate ideas into something more structured, usable, and sustainable.
That included refining how SoFete® presented itself visually, building and evolving its digital presence, supporting its nonprofit infrastructure, creating systems behind the work, and helping shape the operational foundation needed for the organization to keep moving forward.
Because Rae was working from inside the organization as much as alongside it, the decisions were informed by more than what visitors saw on the website. They came from understanding how the team actually worked, what the mission required, and where things became difficult behind the scenes.
What Was Built
The work with SoFete® has crossed branding, web development, creative direction, nonprofit operations, internal systems, communications, and ongoing organizational support.
The public-facing result is a more cohesive identity and digital home for the organization, but much of the work exists behind it: creating structure, organizing processes, supporting initiatives, solving problems as they emerged, and helping build the infrastructure around an evolving nonprofit.
The relationship also became an important part of Rae's own professional journey.
Working so closely with Ashanti and SoFete® showed Rae what could happen when creative work, technology, operations, and genuine partnership were treated as one practice rather than separate services.
That idea would eventually become part of the foundation for RAEFORM.
Outcome
SoFete® became one of the defining chapters in Rae’s journey, shaping the kind of work, partnership, and company RAEFORM would eventually be built around.