The Vision:
To celebrate racial diversity and honor the powerful journeys of individuals who have shaped our shared history.

Under the theme “Legacy Builders,” the campaign aimed to spotlight the lived experiences of first-generation immigrants and their children. Through their stories, we explored the challenges they’ve faced, the triumphs they’ve achieved, and the meaningful contributions they continue to make—to both our communities and society as a whole.

The campaign was brought to life through a multi-channel rollout, including print assets, photography, and film, featuring five in-depth interviews. As the lead designer, I collaborated closely with the Communications and Video teams to concept and execute a visual approach that would not only elevate the storytelling but also sustain engagement throughout the month-long campaign.

My initial creative direction centred on a vibrant color palette of orange, purple, and blue—bold, expressive hues that embodied the spirit and vision of the campaign while also drawing inspiration from the richness and vibrancy of African culture.