DESCRIPTION

A program built by TikTok to support and uplift the Black excellence of entrepreneurs, innovators, and small business owners nationwide on the platform.

EXECUTION
Role: Creative Director, Art Directior, Strategist, Writer & Designer

  1. Episode Pilot
  2. Brand Identity
  3. Logo & Icon
  4. Front End Web Design
  5. Packaging
  6. Presentation

PRESS

AdWeek
NBC News
Social Media Today

STRATEGY

We introduced "Support Black Businesses," an online platform where Black entrepreneurs could access information about TikTok's ongoing initiatives and partnerships focused on promoting and supporting their businesses. This initiative expanded on our broader commitment to fostering inclusivity in entrepreneurship, including a $500,000 donation to the Accion Opportunity Fund to aid Black small business owners affected by COVID-19.

Teaming up with Vimeo, the Support Black Businesses platform offered weekly workshops, equipping Black small business owners with essential skills and resources to not only recover but also thrive. These sessions provided participants with tools and guidance for effective digital advertising and sales strategies.

MANIFESTO

“The thought and careful consideration behind how we choose to curate this partnership stems from generations of economic hardships for Black entrepreneurs and more specifically Black people. Our goal as marketers and partners is to ensure that the story told reflects the continued fight that small Black own businesses continuously face for representation and equity. Everything down to the number of participants, to the typeface of specific logos and the color ways for merchandise and material has been carefully crafted. Our goal is to amplify the history behind “40 acres and a Mule” alongside the strides that Black own businesses have made thus far.”

EXTENDED TEAM

︎︎︎ Sofia Hernandez
︎︎︎ Rona Matthew
︎︎︎ Sondra Kinney
︎︎︎ Yinka Taiwo-Peters
︎︎︎ Mefah Joyner
︎︎︎ Alex Williams
︎︎︎ Todd Triplet