“Soul of Us,” T Brand’s first ever franchise, is a project designed to tell the experiences of Black Americans and ensure equitable representation in advertising. The creative platform allows partner brands to reach and represent Black communities in the U.S. “To know what makes a black life so important, you have to see what a black life really is,” says Vida Cornelious, vice president of creation at New York Times Advertising.

We developed a complete brand identity for the franchise. The franchise launched with a 3-part paid post series supported by Starz, and a project hub. For the flagship series, we collaborated with illustrator Hannah Buckman, collage artist Yannick Lowery, and photographers Lynsey Weatherspoon, Stephanie Mei-Ling, and Donald Johnson.