From the Heartland to Harlem, Inside Black Wealth’s New Renaissance. US Bank connected with affluent American audiences through a creative partnership with T Brand Studio and The New York Times. Inspired by the Harlem Renaissance, our campaign celebrates the mastery of Black artists who are reimagining what wealth looks like today. Throughout 2024, we explored untold stories of legacy, family, community and building wealth. Each narrative reflecting, shaping and redefining American affluence through Black artists who are making their mark across the cultural landscape.
Zines came to life during the Harlem Renaissance as a powerful underground press of poetry and prose,
essays of radicalism and experiential writing.
Inspired by the tradition of zines that gave birth to voices, both old and new, we created a series of zines that ran as inserts in the NYT to reach millions of readers. Each zine amplifies how the Renaissance continues to inspire across some of our most powerful section fronts.
Art Direction by Bri Moran, Yinersi Gonzales, Nina Wescott
Design by Yinersi Gonzales, Nina Wescott
Creative Direction by Joel Leon
Custom font by Vocal Type︎︎︎
Collage by Ian Woods︎︎︎
Photography by Micaiah Carter︎︎︎, Ivan McClellan︎︎︎
Other story contributors: Benjamin L. Bartlett Jr., Jetta Bates, Mahogany L. Browne, Tracy Clayto, Julien James, Regina R. Robertson, Lorenzo Washington, Lynsey Weatherspoon, Carla Williams
Featured on Its Nice That︎︎︎
Zines came to life during the Harlem Renaissance as a powerful underground press of poetry and prose,
essays of radicalism and experiential writing.
Inspired by the tradition of zines that gave birth to voices, both old and new, we created a series of zines that ran as inserts in the NYT to reach millions of readers. Each zine amplifies how the Renaissance continues to inspire across some of our most powerful section fronts.
Art Direction by Bri Moran, Yinersi Gonzales, Nina Wescott
Design by Yinersi Gonzales, Nina Wescott
Creative Direction by Joel Leon
Custom font by Vocal Type︎︎︎
Collage by Ian Woods︎︎︎
Photography by Micaiah Carter︎︎︎, Ivan McClellan︎︎︎
Other story contributors: Benjamin L. Bartlett Jr., Jetta Bates, Mahogany L. Browne, Tracy Clayto, Julien James, Regina R. Robertson, Lorenzo Washington, Lynsey Weatherspoon, Carla Williams
Featured on Its Nice That︎︎︎
Digital extension in the form of an article plus native traffic ads. Read the full length article here︎︎︎