Black History Month
Black History Month is a time to learn about Black Canadians and their many contributions to the settlement, growth and development of Canada. Because it’s important that this part of Canadian history is celebrated all of the time, this digital marketing campaign highlights Black-owned businesses all year long. Using simple illustrations that celebrate past, present and future Black visionaries, this campaign honours all parts of Black Canadian history.
〰️
Year-Round Allyship
〰️
Year-Round Allyship
〰️ Year-Round Allyship 〰️ Year-Round Allyship
Brief
tentree wanted to create a campaign for Black History Month that went beyond performative gestures and seasonal recognition. The goal was to develop a meaningful, ongoing initiative that celebrates Black North Americans’ contributions to the continent’s history, growth, and culture—while continuing to uplift and support Black-owned businesses long after February ends.
Concept
The creative direction centered on simple, expressive illustrations that celebrate past, present, and future Black visionaries. Each design element was chosen to reflect resilience, creativity, and progress—connecting historical trailblazers with today’s entrepreneurs and community leaders. The tone was intentionally warm, educational, and forward-looking, positioning tentree as a genuine ally and supporter of lasting change.
Solution
The final digital campaign extended beyond Black History Month, spotlighting 12 Black-owned businesses across North America to tentree’s 2.4M-strong audience. By moving beyond a single month of recognition, the initiative reinforces the brand’s commitment to representation, sustainability, and community empowerment—celebrating Black excellence as an integral, ongoing part of history and culture.
This was a collaborative team project involving the following tentree departments: marketing & copywriting, content. My role was to brief and concept the campaign messaging, creative and photography direction as well as create the marketing assets.