Context
A Black History Month social campaign for the City of Charlotte, highlighting local leaders shaping the city’s history and present.

Problem
Observance content often defaults to generic, non-local messaging—missing opportunities to meaningfully connect with residents.

Goal
Create a Charlotte-specific piece that reflects the community, aligns with ongoing content, and drives engagement through representation.

Approach
Proposed a shift from a standard observance post to a story-driven concept—incorporating local leaders already being featured across the campaign.

• Concepted and pitched a Charlotte-focused alternative to generic BHM content

• Illustrated historical and contemporary figures to reflect the community

• Built a bold, recognizable crown composition for social

• Aligned with supporting content (e.g. Excelsior Club and Chatty Hatty features)

• Designed for high engagement and shareability