Black news organizations historically played a vital role in serving Black audiences, acting as crucial arteries to freedom, representation, culture, and entertainment. Diversity failures and decline of local news—including legacy Black newspapers—in the mainstream media have denied fair representation of Black people in America, and given rise to mis- and disinformation in Black communities. Capital B was created to center Black voices and provide communities a reliable way to stay informed.
Defining and crafting a new brand identity and voice that would launch Capital B and resonate with newsrooms and Black people across the country
Brand Identity and Positioning
Capital B is a first-of-its-kind nonprofit news organization for Black Americans, which combines local service reporting, national investigative journalism, and community engagement—at scale.
When people who have been historically and systematically left outside of the primary power structures gain access to accurate, timely and relevant information, the power dynamic shifts. We knew we had to deliver a brand identity across a range of assets that lived up to this huge responsibility. We tapped into the Capital B founders’ conviction that they had to accurately reflect and engage with the communities it hoped to serve.