US Bank

NYT

U.S. Bank aimed to boost brand affinity with diverse audiences and highlight wealth creation amidst the growing wealth gap.

It partnered with T Brand Studio to develop a campaign honoring the centennial of the Harlem Renaissance, the cultural explosion of Black artistic expression in 1900s New York City. We initiated an authentic dialogue about financial legacy by honoring Black American heritage.

T Brand developed two short zines, paying homage to the format's historical relevance to the Harlem Renaissance, when they were independently created and circulated within small groups. We collaborated with a diverse group of artists, activists and writers to share narratives of financial empowerment and cultural influence.

The Wealth Zine, which launched in August 2024, outlines how Black affluents are redefining what wealth means for themselves, their heirs and their communities.

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The Culture Zine, which launched in December 2024, highlights individuals who are expanding the cultural conversation through original poetry, personal accounts, and custom photography and typography.

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Recognizing that wealth and culture are multifaceted, we had extensive discussions on which stories and visuals to include. This challenged our team to remember the North Star: honoring the legacy of the Harlem Renaissance while raising awareness of Access Commitment, a long-term initiative by U.S. Bank aiming to close the wealth gap.

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