Black Wealth Data Center
- Branding
Laying a Foundation for Data-Driven Wealth Equity
The Challenge
The Black Wealth Data Center (BWDC) was established in response to the pressing need for reliable and accessible data on racial wealth disparities. Until now, data on this topic has been outdated, inaccessible, and lacking racial disaggregation and local-level information. This lack of comprehensive and up-to-date data has hindered the ability of practitioners, policymakers, and institutions to understand and address the root causes of racial wealth disparities effectively. The BWDC was created to fill these gaps and provide practitioners and policymakers with the necessary data to develop and implement targeted programs and policies that promote racial wealth equity.
The Challenge
The Black Wealth Data Center (BWDC), launched by Bloomberg Philanthropies’ Greenwood Initiative, was built to address racial wealth disparities. Their mission is to empower decision-makers with comprehensive data to shape policies that promote Black wealth. However, prior to Consciously’s involvement, BWDC faced challenges in conveying their value proposition effectively to a broad audience. This included increasing data access and usage among policymakers, researchers, and community leaders, while managing the complexity of racial wealth equity data. Their key need was a cohesive marketing strategy to reach millions, ensuring their platform was positioned as a vital resource for stakeholders seeking to close the racial wealth gap
Outcomes
Strategy Outcomes The strategy focused on integrating the voice of key stakeholders into BWDC’s core narrative, resulting in enhanced engagement. The messaging framework positioned BWDC as a leader in racial wealth data, increasing recognition among decision-makers nationwide.
Branding Outcomes Consciously helped shape BWDC’s identity as the go-to platform for racial wealth equity data, ensuring that their brand communicated both authority and accessibility, fostering trust with a diverse range of users.
Marketing Outcomes Performance marketing efforts successfully drove traffic, reaching millions monthly. This created broad awareness and resulted in significant adoption of the platform, particularly among policymakers and social advocates seeking reliable data
cont…
The acorn icon is a reference to Tulsa’s native oak trees, a nod to Bloomberg Philanthropies’ Greenwood Initiative’s namesake, and a representation of investment and optimism for greater things to come.
The typeface used in our logo is VTC DuBois, designed by Tre Seals and based on the lettering used by Black sociologist W.E.B. DuBois and his students for his data collection in “Visualizing Black America” originally exhibited in 1900. It speaks to the fact that Black individuals have always been interested in broader storytelling and research about life and accumulation of wealth.
Connecting Values to Value
BWDC’s mission is deeply rooted in equity, sustainability, and the empowerment of marginalized communities. Consciously mirrored these values by emphasizing the role of accessible data in driving policy changes that lead to systemic wealth redistribution. The messaging highlighted the ethical responsibility of leaders to act on this data to close racial wealth gaps. This alignment between values and marketing strategy helped build stronger trust with stakeholders, showcasing BWDC not just as a data provider, but as a champion for racial equity
Illustrating the complexity of black wealth
BW Data Tool infographics , data language
resonate with the right academic, professional, and social communities while positioning the Black Wealth Data Center as an incredibly valuable source of fuel for overdue social changes.
Our Case Studies
C-Suite’s Guide to Unconscious Bias
"While climate has global effects, the solutions lay within local municipalities across the country." – Rai-mon Nemar Barnes
Brand Strategy + Growth for Energy SaaS
Branding a New Line of Business Without Losing Legacy Clients · Strategy, Execution, and Product Marketing Under One Roof
From Race Concept to Branded Event NYC Business Community
A Race That Needed an Identity Before It Had a Name · Naming, Branding, Sponsorship, Website, and Campaign as One System · Built to Grow Year Over Year
Brand Strategy, Product Design + Campaign for Sustainable Finance Platform
A Fintech Platform That Needed to Educate Before It Could Convert · Brand Strategy + Product Design + #AskSustainable Campaign · A Consistent Voice Across Every Channel and Touchpoint
Branding and Ecosystem Design for a Global FinTech Venture Firm
Values-Driven Finance Needs Trust Infrastructure · Stakeholder Mapping Across Institutions and Individuals · An Ecosystem Strategy That Earns Trust at Every Level
Webby-Nominated Branding and Product Design for the World’s Most Sustainably Certified Seafood Company
A Category Leader Whose Brand Hadn't Caught Up to Its Certifications · Branding, Product Design, and Ecosystem Strategy as One Platform · Webby Award Nominated 2023
Brand Strategy for an AR Experience Company Featured at MoMA and Tied to a Netflix Documentary
An AR Platform Built to Rewrite How We See History · Selected Alongside for MoMA Exhibition · App Launched the Day Trevor Noah Hosted a Town Hall With Will Smith · Branding, Ecosystem Design, Research, and Campaign Strategy
Brand Strategy and Platform Launch for On-Demand Talent Network
A 15-Year-Old Mentorship Organization Needed a Commercial Platform · Brand Identity, Website, and Performance Marketing · NBA Foundation Inaugural Grant: The Work Got Noticed · Brands Including Moët Hennessy, PepsiCo, AT&T, Google, P&G, and Spotify
Brand Strategy + Ecosystem Design for Chicago’s $7.5B Health Innovation District
A $7.5B+ Opportunity in One of Chicago's Most Historically Significant Neighborhoods · Brand Strategy, Stakeholder Research, and Pitch Collateral · 100+ Acres. 20% Affordable Housing. A New Metra Stop. 105% Renewable Energy. · Equitable Placemaking at Scale
Marketing Strategy and Execution for One of the Worlds leading Cultural Institutions
Five-Scholar Curation Council. A Months-Long Festival. A Marketing Brief Like No Other. · Audience Research, Influencer Strategy, and Content Production at Cultural Scale · Transmitting an Undefinable Energy to the Right Audiences
Influencer Strategy + Event Marketing for HBO’s Watchmen Launch
HBO's Own Machine Had a Blind Spot · Partnership With consciously · 400+ at the Atlanta Pre-Screening · Comic Con Activation · Content, Events, and Cross-Community Reach
2 Million Reached: Brand + Campaign for Brooklyn Incubator
One of NYC's Biggest Economic Zones and incubator Needed an · Brand Strategy, Web Platform, and #BuildTheFutureNYC Campaign · 2M+ Reach Across Five Boroughs · A Blueprint Other Cities Are Now Following
Agency of Record Brand Strategy + Content for Identity Security Leader
Unmatched Technology. No Brand Voice to Match It. · Website Rebuild + Brand Strategy + Content System as Agency of Record · From Legacy Web 1.0 to Thought Leadership Platform · A Company Now Trusted by 30+ Fortune 100 Clients
Brand Strategy + Community Health Outreach for National Telehealth + In-Clinic
Funding Cuts. Then a Pandemic. A 100-Year-Old Organization Needed a New Reach Strategy · Audience Research Across BIPOC, Transgender, and Low-Income Communities · Brand Voice, Go-to-Market, Telehealth Activation, and Geofencing · Awareness, Reach, and Foot Traffic All Showed Marked Improvement
AI Company Using Humans for Content — Numerify
Building a Content Machine for an AI Analytics Company
Superbowl Staffing Agency Needs New Thinking — BCforward
Helping an international transformation change agent to define their public expression
Connecticuts’ State Bank Manifests Community — Nutmeg
Connecticuts' State Bank wanted to connect better with it's ecosystem
National Growth Marketing Campaign for Legacy National Non-profit
Place-Based Community at National Scale · Ecosystem Activation Across Diverse Stakeholder Groups · What It Means to Market Belonging
Brand Identity Refresh + Marketing That Delivered 10x Engagement
A Brand Defined by One Name Needed a Voice of Its Own · Identity + Positioning + Campaign Infrastructure · 10x Across Awareness, Reach, and Engagement
Brand Identity + Messaging for a Regulated HealthTech Company
Regulated Spaces Demand Precise Visual and Verbal Systems · Identity Built for Trust Under Scrutiny · Messaging That Works for Both Patients and Providers
Post-Acquisition Brand Unification as Agency of Record
Two Acquisitions. One Year. Millions of Jira Users Watching. · Brand Strategy During a Global Crisis · Agency of Record: Content, Branding, Social, and Brand Anthem · Three Entities. One Cohesive Brand.
Boston Needs Racial Wealth Equity Data — Boston Foundation
Providing resources for grant makers in Boston and the Massachusetts area.
EASI Demographics: Helping One of the Country’s Largest Data Suppliers Look the Part
Three Distinct Buyer Personas. One Coherent Brand. · Rebrand Built for a High-End Client Roster · Ecommerce and Sales Journey Redesign
Strengthening the Identity of an Organization Focused on Diversity and Equity — Coalition On Race
A New Jersey Community focused on equity for more than 50 years
Aligning Five Acquired Companies Under One Inclusive Brand for Digital Transformation Leader
Post-Acquisition Brand Alignment Across Five Companies · Values Built Into Style Guide and Production Process · Equity as Infrastructure, Not Add-On
