The future of culture
Group Black
Transforming the face of media ownership.
Read morelessIlluminating
The average American adult spends 13+ hours per day consuming media. Only 1% of investment goes into Black-owned media. The power media and entertainment companies wield over shaping perceptions and influencing society cannot be ignored.
Thinking
Group Black is a media collective and accelerator, transforming the face of media ownership and investment. Building, connecting and investing in the largest ecosystem of Black-owned media, where a new diverse generation can finally find content that reflects them. The change we want to be and our brand platform: “Where Culture Calls Home”.
Doing
Our platform directly inspired Group Black’s graphic metaphor: a “home” structure that invites multiple points of perspective. We created a design system that could flex to hold and hero diverse and unique content from our members. Representing Black culture with energy, pride and momentum.
Impact
Within months, Group Black raised hundreds of millions of dollars and secured partnerships with powerful industry leaders, including Group M and She Media, plus a 9-figure advertising investment from Procter & Gamble. Group Black has welcomed 200 Black-owned brands to the collective.
Our role
Consumer research
Stakeholder interviews
Competitive audit
Insights workshop
Brand strategy
Visual identity system
Core asset development
Website design
Brand guidelines
