My creative partner and I were brought in to create a new look and feel for #BuyBlack Friday, a holiday shopping campaign that brought attention and support to Black-owned small businesses. 

I worked on enhancing the brand voice and messaging to:

• Make the "why" clearer and bigger
  
  

• Add more “you” focus and emotional impact
  
  

• Build a message that's memorable

The new creative helped to get 27% more views of the weekly #BuyBlack Friday Show (a shoppable QVC-ish live show that was the centerpiece of the campaign). It also led to a big bump in sales for the featured Black-owned small businesses, including one that saw 524% more sales.