Advancing Black Homeownership Exhibit
Habitat for Humanity International
Black Home Ownership Matters — A Story Told Through Experience
Case study Summary
Black Home Ownership Matters — A Story Told Through Experience
Case study Summary
OUR MISSION
Case study Summary
Our Mission
Our relationship with Habitat for Humanity International began when they commissioned us to build a brand for one of their top initiatives — Advancing Black Home Ownership, whose existence is centered on increasing generational wealth and equity for Black communities across the United States of America.Halfway through the branding process, we received an urgent request...“Hey, our international AGM in Atlanta is happening in a few months and we need to find a compelling way to tell the story of this initiative, and why it's important.”
“Hey, our international AGM in Atlanta is happening in a few months and we need to find a compelling way to tell the story of this initiative, and why it's important.”
our mission
Case study Summary
MISSION ACCEPTED
They needed a powerful way to narrate the cruel reality that black communities in America have faced over centuries, especially inequity in home ownership.
They needed to bring it to life, leveraging art to communicate those atrocities to people of all colors, creeds and gender in a way that would not just be understood, but also felt.
So we brainstormed together, strategized and analyzed years of research done by Habitat for
Humanity International.
And this bore the imagination of a captivating, immersive, unforgettable experience — an
Exhibition, a Gallery Walk.
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Case study Summary
WEAVING A DELICATE PIECE OF HISTORY
To walk people through the avenue that is Black Home Ownership, we needed to engage multiple senses — Sight, Sound and Touch.
And so we brought out our Hollywood Director chairs and developed a powerful narrative using what we determined as 4 different acts.
Each act kindled its own mood, had its own format and spoke with a specific emotional tone.
Some were visual. Some were sonic. Some were tactile.
But all connected to give one core message; Black Homeownership Matters (no affiliation with Black Lives Matter).
We aimed to express in a dynamic way, that it's important for black people to own homes because everybody wins when black people own homes.
And we did this by meticulously weaving together multiple elements...
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Case study Summary
THREADS THAT TOUCHED THE SOUL
Our findings from both qualitative and quantitative research structured an easy-to-follow, emotional exhibit story arc.
The following are the threads that moved passive observers to emotionally engaged
participants:
- Multimedia Storytelling
- Illustration & Design: We developed a warm, human and expressive visual
identity anchored in custom illustrations and dynamic collage. - Video & Animation Production: We tied together animations with existing
live-action videos in exciting ways. - Audio & Sonic Elements: We ensured quality sound that brought moments to
life. - Tactile Experiences: We designed quality apparel, notebooks, trifolds, tote bags
and many more resources. We also featured a historic TIME magazine edition.
- Illustration & Design: We developed a warm, human and expressive visual
- Custom Interactive Screens:
We introduced an interactive digital screen element that could be adapted to any
location, which allowed us to personalize content for each audience across different
cities. - QR Integration for Deeper Learning:
We created and displayed QR codes on the exhibition walls for guests to immerse
themselves in more historical content and deeper context using their phones.
These elements formed the informational architecture and gave a compelling on-site story that visitors saw, heard and touched.
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Case study Summary
KNITTING EMOTIONS FOR TRANSFORMATION
Visitors didn’t just walk through — they felt through, responding emotionally to every ‘Act’.
Some laughed. Some cried. Others opened up and shared stories about their grandparents who suffered some of the atrocities we showcased.
All left transformed.
The exhibit sparked emotional, intergenerational conversations — the kind that last long after you leave the room.
And it was so overwhelming that Habitat for Humanity’s message had to be heard beyond Atlanta.
The Result
Case study Summary
A MOVEMENT MEANT TO BE ON THE MOVE
What was meant to be a one-time exhibition for the Annual General Meeting quickly turned into a sponsored tour across the USA.
It became a showpiece at:
- South by Southwest (SXSW) – as the centerpiece of their Social Impact track
- Howard University
- Morehouse College
- Twin Cities, Minnesota (at the Carter Work Project, one of Habitat for Humanity’s biggest annual events)
- Dozens more cities across the USA
And with this tour came immense results…
The results
Case study Summary
MISSION ACCOMPLISHED
The tour became the donor’s source of pride, raising up to…
- $1M+ in sponsorship raised
- Backed by Wells Fargo and other partners
It also gave the team at Godzspeed Communications a great sense of accomplishment, because we had the honor to walk notable figures through the exhibit, such as…
- Mr. Jonathan Reckford — Habitat for Humanity CEO
- Ms. Bernice King — Daughter of civil rights leader, the late Dr. Martin Luther King Jr. (Who was also featured in the exhibition)
And most importantly…
- Pulled off in 3 Months (vs. typical 8-12 months timeline for a project of this magnitude).
This was more than a storytelling project. It was a soulful movement.
And we at Godzspeed Communications were honored to be a part of it.
