Capital B is a first-of-its-kind nonprofit news organization for Black Americans, which combines local service reporting, national investigative journalism, and community engagement—at scale. Matter Unlimited partnered with Capital B to craft a new brand identity, complete with a new logo, color palette, branded animations, marketing collateral, and campaign taglines.
Misinformation has for too long disproportionately affected Black communities. This is why our team focused on building trust and elevating the importance of journalism, while defining a consistent identity and voice that resonated with newsrooms and Black people across the country.
Creative assets were developed to be expressive and urgent, with animation conveying forward motion and growth. Bypassing lofty terms, our new tagline was direct, expressing that this differentiated model of local and national reporting is “News We Need.”
Capital B launched in February 2022 and continues to be an ongoing source of news and important information for Black communities across the country. To date, Matter Unlimited's branding and design work has helped create streamlined materials to receive funding from major donors and kick off Capital B’s first virtual summit, while receiving attention from mainstream outlets such as Fast Company, NPR, and The Washington Post.
