The Ask:
The DuSable Black History Museum and Education Center sought a rebrand to modernize their look and reintroduce the institution to Chicagoans and history enthusiasts.
The Pivot:
This was an internal pitch with three creative teams vying to win the rebrand. The DuSable team was split between directions, but they couldn’t let this direction go. It wasn’t ultimately chosen for the rebrand—but they saw a perfect fit for it: their Black History Month campaign.
The Insight:
Black History is often positioned as separate from American History—when in reality, they’re inseparable. This disconnect presented an opportunity to unify the narrative and reframe how the public views both.
The Idea:
Showcase iconic moments in American history and highlight how they were made possible by Black Americans—positioning Black History not as a sidebar, but as central to the American story.
The campaign
Local OOH
Additional Versions
Since this campaign was on a quick turnaround, there were many ads from the process that didn’t end up going live due to delays in licensing. Below are a few of those ads we had some heart for.
Creative Direction: Brett Williams
Art Direction: Elena Gatti