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    Tech Equity Collective

    A Google initiative accelerating Black genius everywhere

    During a moment when performative gestures towards equity in the workplace were spreading like wildfire, Google committed to building a sustainable plan for leading the tech industry in meaningful Black inclusion around innovation.

    With all eyes on their response to questions of equity throughout the tech ecosystem, we stepped in to help them devise a strategy that would not only increase Black employment by the numbers in core technical roles, but also instill a lasting approach to improving Black lives—both inside the Google community and beyond its walls. We then developed a new name, identity, and website to represent a multitude of voices and perspectives.

    How can a tech giant incite collective action across companies and organizations to deliver lasting change?

    Inspired by the idea of collective action, the brand draws from the many voices within the Black community: a profoundly diverse and multifaceted pool of perspectives and experiences.

    gif of various layouts including portrait imagery, the logo and the brand shapes
    gif of portraits of black tech employees with the branded shapes behind them
    laptop with Tech Equity Collective’s event page on screen
    hand holding a phone with the Tech Equity Collective website about page on the screen
    gif of a branded tote and a branded sweater
    speaker on stage in front of a screen with Tech Equity Collective logo
    man in front of window that says “Accelerating Black Genuis”

    Work

  • Beautycon

    Reviving a cultural force in beauty

  • Kate Spade

    Launching the iconic, new Dakota bag

  • The Information

    Evolving a trusted tech insider into a widespread authority

  • American Express

    Democratizing premium membership for small businesses

  • Uber

    Infusing social impact into Uber’s business strategy

  • MLS Next Pro

    MLS Next Pro

    Defining a new league to elevate North American soccer

  • Stackabl

    Turning waste into wonders

  • The Mom Project

    Reflecting the full potential of moms at work

  • Kate Spade

    Establishing the modern era of a New York classic

  • WNBA logo

    WNBA

    Asserting the WNBA’s rightful place in culture

  • Andscape Billboard: Andscape, where blackness is infinite.

    Disney

    Launching a global media platform where Blackness is infinite

  • Spotify

    Directing a promising new offering for Spotify

  • Terry Tsiolis

    Reframing beauty for Terry Tsiolis’ collection of open studio portraits

  • Anonymous

    Crafting a more inclusive approach to innovation