We were ecstatic to be given the opportunity to collaborate with Walmart Canada for their 2024 limited-edition Black History Month design! The theme was celebrating Black ambition and accomplishment. As we started conceptualizing, we knew that finding a creative way to capture this theme was only half the battle. Understanding that the target audience was in essence, everyone— how could we create something that would attract children, adults and everyone in between, while still ensuring that the integrity of this campaign wasn't lost in translation?

Regardless of the challenge, we knew our strengths and as always? We got right to work! With a tight deadline looming over us, we had to quickly strategize about the most efficient way to approach this. So, we broke this down in two parts: 1) the artwork and 2) the theme. 

The first few hours of our process was spent trying to figure out the type of visuals that would be considered child-friendly but would also intrigue an adult. Striking the perfect balance was vital because once we determined that, we could incorporate the appropriate components to emphasize the theme. We went through a slew of potential images, concepts, historical references etc. to draw inspiration from, but in true Kwame-like fashion—he simplified things. 

Weaving his affinity for Afro textured hair and nature into this concept was exactly what we needed. So we referenced our previously existing research about trees (And I know what you’re thinking, what do you mean trees? Stay with me; it’ll all come together in the end) and recalled that out of all the maple trees, the Black maple was one of the strongest and most resilient. Trees are synonymous with nature and regardless of your age, this is a widely known fact. Perfect! So at this point, it was safe to say that we managed to identify an image that would resonate well with our target audience. Now, we were ready to tackle phase two—amplifying the theme. 

To ensure that we captured the essence of the theme—The Blak Brush way— we started to brainstorm all the words that came to mind when we thought about Black ambition and Black accomplishment. When we took a step back to look at all the words that we complied, the one that stuck out like a sore thumb was—representation. It underscored the central theme for this design. As a result of being Black and successful, you in turn, empower others because they can see themselves in you. And that was the story we wanted to tell. At this point of our process, the image had been selected and the theme had been scoped. 

So, let me tell you how these beautiful elements came together.

In honour of Black History Month, we wanted to highlight Black ambition and accomplishments in spite of racial discrimination, while encouraging the audience to keep dreaming big. Adversities don’t define us—we define us. Young or old and no matter how big or how small our dreams are, we must continue to believe that we can achieve whatever we put our minds to. 

Depicted in the design below is a child reading a book under a tree. The stories in the book leap off the pages as the child’s imagination begins to grow and forms a collage of images within the foliage of the Black Maple tree. At a glance, the foliage also represents an afro—a hairstyle that is synonymous with Black/African identity and pride. It rejects the notion of assimilation and reclaims blackness, amplifies creative expression and the unwavering pursuit of liberation.

Much like the kinky and coarse texture of afro hair, the Black Maple tree is often unappreciated for its strength, resilience and utility. While other maples require specific habitats to flourish, the Black Maple is tolerant of shade, dry soils, and can grow and thrive in urban environments.

Overall, the Black Maple tree represents Mother Nature and the duality of adversity and success that exists within it. In turn, the collage of images not only reflects Black people pushing through adversity leading to various empowering accomplishments, but offers a sense of belonging, culture and identity while also amplifying a plethora of exciting potential career pathways for children and adults alike.

And there you have it! The Blak Brush Tree of Heroes. 

The last phase of this collaborative journey was the most exciting and I think Kwame would agree. It was one thing to develop our design and concept and see it come to fruition, and it was something completely different to see where the design would ultimately live. And so this year, our design would live on Walmart’s reusable bags and tshirts and the proceeds of the sale would go towards advancing Canada’s Black communities! 

We’d like to thank Walmart Canada for such an amazing opportunity! We had a great time and it was an honour to offer our contributions to this year’s Black History Month celebrations. And to Canadians across the country? Please go out and support a great cause! Purchase your Blak Brush Tree of Heroes merchandise at select Walmart stores near you!

— Claudia Appiateng 

Chaos with Claudz

A scatterbrained Gemini; welcome to my whirlwind. 

This whirlwind is inspired by a poem that I wrote as part of our collaboration with Walmart Canada. 

Depending on the project we’re working on, sometimes, I feel inspired to write. 

 

Believe

What would it take for you to start dreaming again?
Maybe you need to speak about it.
Maybe you need to write about it.
Maybe you need to plan for it.
Or maybe… you just need to believe.
Maybe you’ll believe when you see people who look like you and sound like you tell you— that they were once where you were too.
Maybe you’ll believe when you rewrite the story you’ve made up about yourself in your mind. Please be kind.
Maybe you’ll believe when you realize that power runs through your veins— your ancestors are in you and you are in them.
Your dreams become reality when you dig deep and push through the obstacles stacked up against you—just like they did.
They never stopped dreaming.
They never stopped believing.
And neither should you.