The Need For A Fresh Slogan

While I was working at American Underground, we partnered with Google to run the Google For Entrepreneurs Black Founders Exchange in Durham, NC. To create synergy and greater impact in the city, we also collaborated with the organizers of Black Wall Street Homecoming to run our two events together.

Black Wall Street Homecoming draws inspiration from the historic Black Wall Street in Durham, NC, aiming to continue the legacy of Black entrepreneurship, wealth development, and community empowerment. To pay homage to its namesake and convey the organization’s mission of thought leadership in diversity, technology, and entrepreneurship, a fresh and meaningful slogan was desired.

The Solution

Recognizing the significance of Durham’s Black Wall Street, I sought to create a slogan that encapsulated the enduring vision while acknowledging the changing landscape for Black entrepreneurs. Drawing from my knowledge of the history and the organization’s goals, I devised the slogan “Same Vision. New Day.” This phrase captured the essence of building upon the foundation of Black Wall Street’s success and embracing the present-day opportunities.

Same vision, new day. We want to take the pillars of what made Black Wall Street successful back then and translate it to business today.

Dee McDougal, co-founder of Black Wall Street Homecoming

Outcome

The organizers of Black Wall Street Homecoming embraced the slogan, recognizing its ability to resonate with their mission and audience. The slogan has been consistently used to promote the organization and its programming, reinforcing the connection to Durham’s history while celebrating the progress and potential of the present and future. Moreover, the slogan found enthusiastic reception among conference attendees, even becoming a chant during networking events, further amplifying its impact.